They're not known as trend-setters, but the Geordie Shore boys are responsible for a nationwide craze - and there's even a hashtag to go with it.
Gary Beadle has been encouraging fans to tweet their #bedofshame pictures, photographing their sleeping one night stand partners and posting the images on social networking sites.
According to the Daily Mail, Gary's male fans think he's a "legend" - but women have branded the trend "shocking and disgusting". @Sarymclary Tweeted "Would be interested to know the legal implications for posting naked images of people w/out consent."
Gary then encouraged fans to delete the pictures they had taken, explaining in a statement,
"I am sorry to anyone who’s been offended by my recent behaviour on Twitter. I’d like to apologise to fans of Geordie Shore, my Twitter followers, my fellow cast members and to MTV.
"I have really let myself down….all I can do is apologise and ask that anyone that has posted photos or comments to please delete them. I’ve already done the same."
Do you think the trend is funny, or does it need to stop? Tell us!
Catch the cast hanging out in Cancun here: