Global One News (G1) – Who in the world came up with this cheesy idea?

Parents smacking their unsuspecting babies in the face with a piece of cheese has become a new viral video challenge.

It reportedly started when a Twitter user saw someone fling cheese at a child in a Facebook video.

Thinking it was funny, he posted a video of himself tossing cheese at his little brother — and the trend took off.

Many people aren’t taking kindly to these videos.

One social media user wrote, “This has to be one of the dumbest things I have seen. This isn’t even funny.”

Someone else wrote, “For goodness sake people, find a children’s book and read to your kids!”

Even celebrity Chrissy Teigen posted saying “I can not get myself to throw cheese at my adorable, unsuspecting baby.”

While some laugh it off, one doctor told Inside Edition this will scare a child and leave lasting effects.

Would you do the cheese challenge?