Hugh Hefner, founder and publisher of Playboy magazine, has denied reports that he is dead of a heart attack.

Initial rumors that began circulating on the Internet on Monday said the 85-year-old was reportedly dead of a heart attack on Tuesday.

The magazine mogul took to his Twitter page to downplay his death rumors and said he is still alive and in good health.

The rumors of my death are, as Mark Twain observed in a similar situation, greatly exaggerated. I'm very much alive and kicking. Hefner wrote on Twitter.

“I'm lying in bed next to Shera Bechard with a big smile on my face, reading tweets about my unexpected demise,” Hefner wrote. I'm happy to see how many people are pleased that I'm not dead. I'm pleased too, he added.

Hefner’s life and career have been steeped in controversy ever since the first Playboy magazine hit newsstands in 1953. He financed the launch of his empire by selling all his furniture and securing $8,000 from 25 investors.

Hefner’s first marriage took place in 1949 with Mildred Williams and that lasted 10 years. He was arrested in 1963 for printing illegal photos of starlet Jayne Mansfield. He married Playmate of the Year Kimberley Conrad in 1990.

Hefner then began to move a coterie of young women into his house, the Playboy Mansion, and even dated up to seven girls at once. When girls left, Hefner would rebound quickly to date new girlfriends.

He recently made headlines in the news as a result of a very dramatic public breakup with former fiancee Crystal Harris, which occurred only days before their nuptials were scheduled to take place.

MUST READ: Hugh Hefner Dead? Rumors Are 'Greatly Exaggerated' 

MUST READ: Hugh Hefner 'Dead' And Other Celebrity Death Hoaxes