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You’ll never be able to look at McDonald’s the same way again. 

Just when you thought the internet couldn’t get any more depraved/gross/downright freakin’ bizarro, a guy makes a video of himself having sex with a McChicken burger, and it promptly becomes the top trending topic on social media.

That has been the reality of the past week, which has seen the hashtag #McChicken become one of the most shared topics of the year, attracting reactionary tweets from everyone from Chrissy Teigen to Seth Rogen.

Fortunately, many people’s eyeballs were saved from permanent scarring when the word ‘McChicken’ first started making its way up the trending charts earlier this month, assuming it was a McDonald’s promo and ignoring it. (Turns out there are still a few humans left on the interwebs who don’t automatically associate a burger hashtag with pornographic material.)

For obvious reasons, we’re not sharing it here, but be warned; if curiosity gets the better of you, Google ‘McChicken’ at your own peril. And take heed from these regretful viewers first…

Besides sparking some pretty gold internet memes, the trending hashtag has had a negative impact on fast food giant, McDonald’s, who were in the middle of marketing their new “100 per cent white meat” chicken nuggets when the McChicken video went viral.

Many regulars have already taken to social media to proclaim the horrifying video experience has turned them off the fast food chain’s burgers for good.

The topic became a viral Twitter hashtag after jumping to the top of Facebook’s trending topics feed last week. Earlier this month, Facebook announced it had fired its team of editors responsible for moderating the trending topic feed (who were also in charge of eliminating inappropriate content), leaving the job to an algorithm, which has since repeatedly proven itself to be a disaster.

Over the weekend, the algorithm also resulted in a false story about Fox News host Megyn Kelly being pushed into the trending feed. The story was titled: BREAKING: Fox News Exposes Traitor Megyn Kelly, Kicks Her Out For Backing Hillary. Kelly is in fact still employed by Fox and has never actually endorsed Clinton for presidency.

The axing of its trending topic editors came after the Guardian revealed the level of involvement of editors in tweaking the feed back in May, prompting accusations that the social media giant was curating biased content.

Though we have to admit, we’re struggling to understand how the same system that bans images of women breastfeeding or daring to show a glimpse of nipple, is cool with a guy wanking in his McChicken. Just sayin’.

Tweets via twitter.com.

Comment: Do you think social media brands need to have a higher level of involvement in moderating inaccurate and inappropriate content?