The #HoldACokeWithYourBoobsChallenge supposedly encourages women to post photos online with a soft drink held in their cleavage, all in the name of raising money for breast cancer charities. So far, this has led to many images showing mainly topless women or with tapes and hands barely covering their nipples, flashing their boobs on social media believing it was for charity.
However, 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.
This suggests that people have been posting their images to Twitter, Instagram and Facebook without knowing that the challenge was not meant to raise money for breast cancer charities.
It has now been revealed but adult entertainment scout Danny Frost and glamour model Gemma Jaxx have admitted to starting the hashtag as a joke.
The Las Vegas-based adult entertainment scout started the #HoldACokeWithYourBoobsChallenge as a way to make fun of similar charity challenges such as the Ice Bucket Challenge and the Kylie Jenner lip challenge.
Some photos from Instagram below...