She's a well known champion of breast cancer campaigns and this year proved no different for Elizabeth Hurley as she stepped out in support of the charity.

With October marking Breast Cancer Awareness month in the UK the 51-year-old actress has pledged her allegiance to Estee Lauder's 2016 campaign.

Elizabeth stepped out in an array of pink ensembles while promoting the cause in New York City last week - however not everyone is in support of these high profile campaigns.

Elizabeth Hurley is well known for her support of breast cancer charities, this year pledging her allegiance to the Estee Lauder 2016 campaign (pictured at its launch)

A group of cancer sufferers have hit back at the 'saccharine' use of the colour pink and glistening events used to raise awareness about breast cancer.

Stars like Elizabeth wearing a pink ribbon to highlight the disease and raise money for charities associated with it.

However, social media has seen a backlash against the use of the colour pink on products sold to raise money, with sufferers saying it 'sugar-coats' the disease.

However, not everyone is convinced that wearing a pink ribbon and attending glittering parties helps sufferers. Pictured: Elizabeth wearing the pink breast cancer ribbon last week

Many have shared images of their mastectomy scars to highlight the brutality of the disease.

Among those tweeting about the disease is Wendi Dennis, who runs the Cancer Curmudgeon Facebook page and writes the anotheronewithcancer blog.

In a recent post, Dennis writes that she thinks 'Pinktober' has become 'stagnant', saying: 'We need to evolve from mere awareness to education, to full understanding of the even less-than-rah-rah-cheerful facts of breast cancer.

Breast cancer patients have taken to social media to hit back at the 'saccharine' use of the colour pink to raise awareness about breast cancer

One woman shared a photo of her mastectomy scars, with the caption: 'I am not a pink ribbon'

Eager to raise awareness of the truly devastating effects of cancer sufferers and supporters have taken to Twitter using the hashtag #BreastCancerRealityCheck to spread the message

Dennis is tired of the pink ribbon making breast cancer the ‘pretty’ cancer.

She and the other campaigners are calling for the pink ribbon to stop sanitising breast cancer and for people to realise that awareness isn’t enough. Instead, it is time to start educating.

In solidarity with Wendi women have been taking to social media in their droves to highlight the point.

Several users pointed out the irony of fundraising techniques that involve hair products

Many Twitter users used the hashtag #BreastCancerRealityCheck when sharing their powerful messages.

User rockcock64 tweeted: 'if you flip cancer the bird & run really far & wear a pink ribbon the cancer will get scared & run away. j/k its incurable'.

Penny Endres said: 'On my way to yet another medical appointment. Does this look like a fun pink, pretty party to you?'

Others were eager to reveal the harsh realities of living with cancer and how little the pink ribbon can help

Susan Rahn agreed adding: 'Wearing a color does nothing in the big picture. Try real actions instead.'

Millie Lingerie joined the conversation adding: 'Couldn't agree more ditch the pink talk about impact, like taking meds for 10 of last 14yrs that trash your bones'.

Others were keen to point out that breast cancer is a disease and is not sexy.

Several Twitter users spoke out about their outrage that the illness was being used to market products

Angela Kuzior wrote: '2 surgeries in 2 weeks. My frankenboob is bleeding. #breastcancer is NOT sexy or pink.'

Several Twitter users were eager to explain their discomfort with the illness used to make money.

BreastCancer Chat Ww spoke out: 'I love pink. I hate people using it to make money off my back, primary/ secondary, WE ARE NOT marketing strategies'.

Others shared their harrowing message that cancer does end in death no matter how many parties are thrown

In agreement Rosemary Albone said: '#PinkOctober nonsense. Breast cancer is not a brand!'

Elizabeth O'Riordan pointed out the irony of some of the charitable products on offer.