A New York City dive bar is taking a stand against the corrupting influence of reality TV - by promising to kick out any drinkers who use the Kardashians' favourite word.
Apparently not a Keeping Up with the Kardashians fan, the Continental bar in NYC posted the sign warning customers that they would be expelled for using the phrase "I literally".
"Sorry, but if you say the word 'literally' inside Continental, you have five minutes to finish your drink and then you must leave," the sign reads.
"If you actually start a sentence with 'I literally' you must leave immediately!!!
"This is the most overused, annoying word in the English language and we will not tolerate it.
"Patrons who start a sentence with 'I literally' will be asked to leave immediately.
"STOP KARDASHIANISM NOW!"
But the bar has already received backlash over its language policing.
Others, however, doubted that the Kardashians would ever consider drinking at the bar, due to its low prices and non-exclusivity.
"They serve 5 shots for $12, the only people wearing vests are construction workers," snarked one Twitter user.