A man has been left with a disfigured and swollen face after taking part in a brutal slapping championship in Romania.
Slap fighting is the latest sports craze to swoop the internet and consists of two competitors taking it in turns to hit each other on the cheek.
The results of the contest can be devastating, as sometimes the only limits are how long a component can take the strikes across the face.
The Daily Star reports that a video has emerged from the RXF Slap Fighting Championship and shows disturbing footage of one man's face swelling up from a sustained period of slapping.
The clip from the Romanian MMA promotion, posted by @Matysek88, shows the left side of competitor Comsa Sorin's face completely disfigured and covered in blood after 30 minutes of indefensible slaps from his opponent.
Sorin's face was clearly severely damaged as the pair carried on with their striking battle for an astonishing 10 rounds, before the injuries worsened.
Remarkably, according to RXF's Instagram account, Sorin still came out the winner in the duel to claim the championship belt and a top prize of €5,000 (£4,400).
However, the competition has caused controversy online as social media users voiced their concerns.
One user commented on the Instagram clip: "Prioritise human safety."
Another user said: "How is this fair? The other guy is way bigger. Shouldn't it be more regulated by putting them by weight or something."
A third added: "Still trying to figure out how this is a 'sport' and they're 'fighters'."
The footage also caused two-time UFC champion Conor McGregor to show interest in the competition, as he sent a trolling reply to a tweet showing Sorin's injuries.
"Absolutely gorgeous technique congrats the new heavy weight champion," McGregor wrote.
Other Twitter users voiced their opinions on the social media platform about the competition.
One user said: "A combat sport where you can't defend yourself is useless," one user responded to the video. "I was slightly intrigued at first, but this is uncomfortable to watch," another admitted.
Another fan agreed: "This just isn’t fair competition cause you can’t defend yourself which is the whole point of combat sports."
