London - Girls are comparing the size of their waists to sheets of A4 paper in the latest disturbing online beauty trend.
Experts say the social media craze, dubbed the “A4 Challenge”, piles further pressure on teens to be skinny and promotes a dangerous ideal.
At just 21cm wide, a sheet of A4 equates to a UK dress size 4 or smaller.
Last year saw the “thigh gap challenge”, with celebrities and teenagers posting pictures showing they were thin enough to have a space between their thighs while standing up with their feet together.
Parenting expert Sue Palmer said: “It's another one of the many pressures that are on young girls to be as perfect as they possibly can.”
Thousands have already posted pictures of themselves using the hashtag #A4Waist on Facebook, Instagram and Twitter.
Those taking part in the trend, which began on Chinese microblogging site Weibo, must hold the paper vertically.
US writer Mary Elizabeth Williams described the craze as “deeply messed up”, adding that a waist smaller than a sheet of A4 was “literally not possible for many, based on the width of their ribs”.
Daily Mail