A horrifying video of a tourist - believed to be a British girl - performing sex acts on more than 20 men in return for a free drink in Magaluf appears to have highlighted a grim new trend in Spanish bars.
Apparently public fellatio has been turned into a competitive sport for Brits abroad at a number of bars in Magaluf.
In the bleak footage – which is two and half minutes long – the young blonde girl can be seen performing sex acts on a crowd of men as they stand on a dancefloor.
It has been reported the girl was awarded a bottle of Cava worth no more than three Euros for her actions.
It is said to be an example of "mamading" - a "game" where bars encourage young women to perform sex acts in return for free alcohol.
According to diariomallorca.com, the game involves young women racing to give oral sex to as many men as possible in reward for free booze.
"Mamada" is a Spanish slang term for performing a sex act.
Vice spoke to a local club owner on the Spanish island who said the trend has been "going on for a couple of years, but it’s definitely getting worse."
The owner of the Green Parrot Bollocks Bar told Vice it’s to do with the pub crawls. "There are more and more of these pub crawls being set up, and it’s competition; they’re just trying to make them more and more sexy."
"I saw a lad blowing another lad the other day on a booze cruise," he said. "The DJ just announced it, and he was like, 'Go on then.' It was for 20 extra points that don’t even exist. It’s a load of crap at the end of the day."
The local mayor Manuel Onieva has ordered a police investigation into so-called 'mamading' bars in his municipality.
He told the Mallorcan Daily he "completely rejects" the activities and has warned the bars face closure if they are found to have broken the law.
The president of the Balearic Institute of Women, Isabel Llinàs, has also condemned the "intolerable shame" of the game.
Llinàs said the act goes "far beyond acts that offend women. [They] actually strip the dignity of both men and women."
However, he acknowledges that "we are legally in limbo. Persons performing these activities are adults and do so voluntarily in private places. We're looking up and down the legislation to see where to act".