The Brief: An internet challenge known as The Cheese Challenge involves throwing a slice of cheese at someone's face and filming their reaction.

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DEEP DIVE

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.

Controversy

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.

#BabyCheeseChallenge

Public Opposition

Vocal critics have taken to social media to express their concern about the ethics and safety of the #CheeseChallenge.

Celebrities weigh in

Chrissy Teigen:

Casey Neistat:

On Pets

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.

On Adults:

Some pranksters have applied the Cheese Challenge to their adult friends and family members, resulting in amusing and generally uncontroversial meme videos.