The #HoldACokeWithYourBoobsChallenge encourages women - and sometimes men - to post photos online with a soft drink held in their cleavage, with many images showing mainly topless women barely covering their nipples - all in the name of supposedly raising money for breast cancer.
However, it has now been revealed the Las Vegas-based adult entertainment scout who started the #HoldACokeWithYourBoobsChallenge did not intend to raise money for charity but to make fun of similar challenges such as the Ice Bucket Challenge where people tipped an icy bucket of water over themselves and donated money to charity - raising more than £75 million for people suffering from amyotrophic lateral sclerosis.
Many women taking on the new challenge have opted to simply cover their bare breasts with nipple tassels, their hands, hair or tape.
People have been posting their images to Twitter, Instagram and Facebook in the belief the challenge is to raise money for breast cancer charities but adult entertainment scout Danny Frost and glamour model Gemma Jaxx have admitted to starting the hashtag as a joke.
And the Breast Cancer Research Foundation said the challenge is not raising money for them and has no connection to their charity - but would happily receive donations if donations do start coming in from the challenge.
Breast cancer campaigners have accused the organisers of trying to make breast cancer appear "sexy" but Mr Frost said since starting the hashtag as a joke they have now decided to use the publicity to promote awareness of the disease.
He posted on Facebook: "OK once again just for all of our nay sayers and haters. When we started #HoldACokeWithYourBoobsChallenge, we did it as a joke.
"We never thought it would take off like it did. But it did.
"And then people started posting it was for charity and it was for breast cancer awareness. We had never plan on that nor thought of it.
"But since that's what people want to do it for, we said why not do something good with this. So we went with it."
He also suggested readers to encourage friends to take part in the "fun and goofy" challenge, saying: "If one girl, just one if not more, life was saved because she felt something in her breast when she did this challenge, isn't it worth it?"
UK Breast Cancer charities have condemned the challenge making breast cancer "sexy" but said they welcomed any awareness.
A Breast Cancer Campaign and Breakthrough Breast Cancer spokesperson said:
“We’ve seen social media campaigns – like ‘no make-up selfie’ – have a very positive impact for cancer charities over the last couple of years.
“That said, there is nothing sexy about a diagnosis of breast cancer and raising money not just awareness is critical. Whilst we’re not involved with this campaign we will be watching with interest.”