IT seems like an unspeakably cruel thing to do: inflicting severe pain on your girlfriend by rubbing chilli on a tampon they are about to use.
However YouTuber Brad Holmes did this, filming his partner Jenny screaming in agony and uploading so it could be viewed by two million people online.
At the time, it was seen as a funny prank, but it is an example of a new trend known as ‘cloutlighting’ – where men perform extreme pranks on their other halves then film their upset reactions in order to gain large numbers of likes on social media.
The phrase is a combination of ‘gaslighting’ – where an abuser manipulates factual information so the victim doubts themselves – and ‘clout’, a type of social media fame.
The more extreme the videos are, the more likes and views they can receive, meaning they increase the poster’s clout score: a measurement of how famous they are on the internet.
Recent high profile clips include a woman being told her cat has died, another being called ugly by her boyfriend and faking affairs.
While many of the social media stars known for posting these videos say they are set up stunts done with their partners’ consent, experts from relationship charities have expressed concern that abuse could be going on when the camera stops rolling.
The, Sun Online takes a closer look at the growing trend and those on the receiving end of these often cruel pranks.