Hugh Hefner dead: Internet hoax

London: Playboy moghul Hugh Hefner has become the latest victim of an internet death hoax.

A social network rumour began circulating on 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".