We don't even really know what to say.

Parents doing things to their children is a huge sub-genre in the world of online pranking videos and we may be living through one of the most bizarre pranking trends yet. Grown adults are throwing slices of cheese at their babies' heads.

Introducing Logan, the Cheese Ninja -#cheesechallenge pic.twitter.com/xxXnHO1ou5

— Michael Tsang (@mtsang8) March 3, 2019

Got em ?? #cheesechallenge pic.twitter.com/VPNjPBNndp

— Esmé Bernier (@esmeliciouss) March 3, 2019

Yes, people taking part in the #CheeseChallenge are tossing Easy Singles at infants and documenting their reactions; uploading videos of them to social media. The hashtag has blown up in the past couple of days with mums, dads, siblings and others from across the globe getting involved in what we can only assume their offspring will have trouble understanding when they unearth the clips in years to come.

#cheesechallenge she was unfazed pic.twitter.com/6IEXwKDRPz

— Amelia (@Amelia_424) March 3, 2019

I threw a piece of cheese on Danielle’s face because that’s what all the cool parents are doing. ? #cheesechallenge pic.twitter.com/A50zbFT07n

— Stacey Nicole. (@Stacinatorrr) March 3, 2019

It looks like the challenge began in the US last week. ABC reports that a dad in Michigan posted a clip of his baby "getting cheesed" to Twitter, sparking thousand of copycat videos. The #CheeseChallenge may seem harmless but is proving controversial, with some online calling it cruel and even abusive.

Just found out about #cheesechallenge I could not imagine throwing a piece of cheese at my child's face just to get some laughs and likes on social media. My son is the most precious thing in the world to me. He wouldn't care, but I do. Could not imagine doing that to him.

— CountryLifestyle (@BigInTheCountry) March 4, 2019

Oh please don't get one. You would be a terrible mom if you throw cheese on a child! This #cheesechallenge is so disrespectful to children. As children had no feelings or could not remember. Children are human and you don't just throw cheese in a humans face just for popularity

— imagineallthepeople (@imagineallthep) March 2, 2019

STOP THROWING CHEESE ON YOUR CHILDREN. #cheesechallenge #baby #ChildrensMentalHealthWeek pic.twitter.com/iPX18g14s6

— MaeLilly (@GypsyLillyMae) March 2, 2019

Just found out about this #cheesechallenge, looked it up, and my first reaction was HOW WRONG IS THIS??? I actually feel this is bordering child abuse. It's so incredibly stupid that it doesn't make sense to do it, making it abusive. These are babies people, babies!!! #BeBetter

— E-Diggity (@ETRAIN57) March 4, 2019