The Brief: An internet challenge known as The Cheese Challenge involves throwing a slice of cheese at someone's face and filming their reaction.
Videos on Tik Tok, Facebook, Twitter, Instagram, and Snapchat of people throwing slices of American cheese at the faces or heads of babies, pets, and adults are going viral. The most widely publicized version of the #CheeseChallenge involves throwing a slice of cheese at a baby’s face and documenting their surprised, confused, frightened, or amused reaction. Slices of cheese stick to faces surprisingly well and thus the Cheese Challenge has led to some amusing and questionably ethical meme videos.
— kailey reau (@kailey_reau) March 2, 2019
Some people have reacted strongly against the cheese challenge, especially when it involves throwing cheese on a baby. While some critics argue that it’s mean, others say that it borders on child abuse. Whether you choose to see it as an amusing prank or a malicious attack, many of these videos do involve throwing things at babies and making them the butt of a joke.
— Lunchbox (@RadioLunchbox) March 6, 2019
— Michael Tsang (@mtsang8) March 3, 2019
— Roshtiin (@Roshtiin) March 5, 2019
— anna (@hypeanna_) March 8, 2019
Vocal critics have taken to social media to express their concern about the ethics and safety of the #CheeseChallenge.
So, I've just seen the latest boneheaded challenge, in which people throw slices of cheese at their baby's head.
Not RTing it because I don't want to encourage that behavior.
My question is, for the love of God, WHYYYYYYYYY?#BabyCheeseChallenge
— BrooklynDad_Defiant! (@mmpadellan) March 11, 2019
Celebrities weigh in
I love a prank as much as anybody but I cannot get myself to throw cheese at my adorable, unsuspecting baby who has all the hope and trust in the world in me
— christine teigen (@chrissyteigen) March 3, 2019
don’t throw cheese at your baby.
— Casey Neistat (@CaseyNeistat) March 4, 2019
STOP THROWING CHEESE AT BABIES YOU SICK SICK PEOPLE!
— Kalen Allen (@TheKalenAllen) March 5, 2019
Some people have been doing the Cheese Challenge on their dogs, cats, and even snakes and rats. PETA has yet to comment on the challenge: neither on its effects on pets nor on its use of dairy cheese.
— Daisy (@MacielLuv) March 6, 2019
— vegaskj2 (@vegaskj2) March 8, 2019
That cheese challenge people are doing with babies doesn’t work so well on dogs. pic.twitter.com/KMkXFbx2iE
— Ben Hall (@MrBenLHall) March 6, 2019
— kirstyn (@kirstyng2342) March 6, 2019
Some pranksters have applied the Cheese Challenge to their adult friends and family members, resulting in amusing and generally uncontroversial meme videos.
— JohnnyBiceps (@JohnnyBiceps) March 4, 2019
— Elliott Davies🏴 (@elliott1927) March 5, 2019