A Tooting web designer has defended his internet game where players can give their virtual character boob jobs and diet pills.
Creator Nicolas Jacquart said the new craze, missbimbo.com, is just "harmless fun".
The site, which currently has 199,918 registered users, describes itself as the first ever virtual fashion game.
It states the aim of the game is to "Become the most famous, beautiful, sought after bimbo across the globe."
Players must find their bimbo a place to live, a fun job, shop for the latest fashion and even resort to "meds" or plastic surgery to become the reigning bimbo.
They must also keep a constant watch on their bimbo's weight as under the site's rules contestants must keep their bimbo "waif thin".
Gamers use virtual cash, which they can top up by with £1.50 texts or transferring funds, to pay for their bimbo's luxuries like hair appointments.
The 23-year-old creator said: "It simply mirrors real life in a tongue-in-cheek way."
He added: "The breast operations are just one part of the game and we are not encouraging young girls to have them."
The French entrepreneur has also pointed out that the bimbos' happiness levels improve if they eat fruit and vegetables which he says reinforces a healthy eating message.
But the game has been criticised by parents' groups, healthcare experts and charities supporting those suffering from anorexia and bulimia.
They fear the website sends a dangerous message to the game's users - mostly girls aged between nine and 16.
Bill Hibberd, a spokesman for parents' group Parentkind, said young girls were unlikely to appreciate the game's irony and instead see the characters as cool role models.