Playboy founder Hugh Hefner is alive and well, despite reports to the contrary.

The 90-year-old took to twitter on Friday to dispel rumours concerning his health, after his death was falsely reported to several news sites.

On Twitter Friday evening Hefner shared a photo with wife Crystal, before they enjoyed their weekly movie night. He then tweeted: ‘I wish the tabloids had informed me a little earlier in the week that I’m sick. I might have cancelled my weekend plans.’

Earlier in the day TMZ had reported that Hefner was alive, after they and several other news agencies got a tip that he had passed away.

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According to E! News, West Los Angeles Police Department responded to a call directing them to the Playboy Mansion after TMZ alerted them of a possible death.

Officers went to the estate to see if any assistance was needed and confirmed that Hefner was alive and well.

Hefner is then said to have called the station to thank the officers for the response and to let them know their assistance was not needed.

A source also told E! that reports regarding Hefner’s health have been “exaggerated.” “Hef is 90 years old so he has the health of a 90-year-old. He's an old man,” the source said.

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“I'm sure he's not in the best of shape but it's just old age. This story [about his deteriorating health] always pops up, but as far as I know he's just very old and there's nothing really new about that.

"Hef's had nurses for years, too. He's always had doctors coming to see him at the mansion, he never goes out to the doctor,” the source added. “But it's not like new hospice care or anything like that."