London: Playboy mogul Hugh Hefner has become the latest victim of an internet death hoax.
A social network rumour began circulating Monday that said the 85-year-old Hefner had tragically passed away, reports contactmusic.com.
Hefner immediately took to microblogging site Twitter to scotch the rumour.
"The rumours of my death are, as Mark Twain observed in a similar situation, greatly exaggerated. I`m very much alive & kicking".