There is continuing debate over whether a white whale spotted frolicking in waters off the Gold Coast, is iconic humpback Migaloo or another alabaster mammal.

The legendary white whale - his name derived from an Indigenous word for "white fella" in the local dialect - is often spotted off the eastern coast of Australia.

Images from the 9NEWS chopper showed a white humpback enjoying the conditions today, after another white whale sighting off Hastings Point in NSW yesterday.

Migaloo is beloved online, with Facebook and Twitter accounts posting tips to the white whale's whereabouts. (9NEWS)

Of the thousands of whales that migrate along the east coast each year, it is believed there are only two white whales.

Sea World decided late today the white whale is too small to be Migaloo, and is instead the whale known as "Son of Migaloo".

"Now this animal is about eight or nine (metres) where Migaloo is a very large animal and is getting close to 30 (metres) now," Sea World scientist Trevor Long said.

Despite the name, Son of Migaloo is not at all related to Migaloo.

The white humpback is often spotted as it makes its journey along the east coast of Australia. (9NEWS)

Migaloo was spotted by the 9NEWS chopper today. (9NEWS)

Just when the situation couldn't get much more confusing, Gold Coast whale watching group Whales in Paradise has made the claim they spotted Migaloo today.

Whales in Paradise owner Anthony Ardern claims he has solid evidence the whale is Migaloo, but has not elaborated on what exactly his evidence is.

Sea World confirmed the whale was indeed Migaloo. (9NEWS)