Doctors are poking fun at claims made by The Sun that they lead extravagant lives, by posting pictures of themselves doing mundane things.
Ahead of the first of several planned strikes by junior doctors on Tuesday over changes to their contracts, the newspaper showed social media pictures of key campaigners in the dispute drinking Champagne and holidaying in exotic locations, calling them "Moët Medics".
Junior doctor Ben White, who started the hashtag #SmearTheDocs in response to the report, called the story a "politically motivated attempt to turn the public against junior doctors," in a message to BuzzFeed News.
Many doctors picked up on the assertion that those fighting against what they consider to be an unfair pay deal should not be going on holiday.
"When national newspapers publicly and ludicrously attack the personal lives of junior doctors, we respond with humour and defiance," White told us.
"The British public are not stupid and will not be conned."
Other doctors used the hashtag to sarcastically boast about their outlandish purchases.
One doctor even admitted to buying Waitrose toilet paper.
Some went as far as confessing their "shameful waste of money" on chocolates...
...or fancy means of getting about.
The Sun's "Moët Medic" claim was wildly disputed by some.
And as well as the "Moët Medics'" flashy drinking habits...
...we got a sense of the kind of lavish lunches they've been treating themselves to as well.
This doctor said he didn't have time for food shopping after working 12 days straight.
But this doctor couldn't stop shopping.
A GP admitted to regularly splashing out large sums of money.
From 8am on 12 January to 8am on 13 January, and from 8am on 26 January to 8am on 28 January, junior doctors will perform only emergency care.
On 10 February, they will stage a full walkout between 8am and 5pm.
The walkout and days of reduced service, in response to a newly proposed junior contract that doctors have said is "not safe and not fair", will mark the first industrial action by doctors since 1975.
Writing in the Sunday Telegraph, health secretary Jeremy Hunt warned that the strikes pose a risk to patient safety.
Disclosing that around 4,000 operations had been cancelled, he said doctors were "basically saying 'we won't be there for you in life-threatening situations'."
But speaking to BuzzFeed News on the announcement of the strikes earlier this week, Dr Amir Reyahi, a consultant who will be covering shifts while junior doctors strike, said: "I don't agree with the argument that the strike will affect patient safety – it should not."
"We were fully prepared last time and encouraged everyone to strike," he told us. "We will be doing the same again, as all the seniors are supportive and prepared to come in and work."
Laura Silver is a reporter for BuzzFeed News and is based in London.
Contact Laura Silver at firstname.lastname@example.org.
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