Reports of Hugh Hefner's death are greatly exaggerated, police say.
Officers responded to the Playboy founder's home just before 10:30 a.m. Friday, based on information from media outlets who were hearing rumors of his death, said LAPD Officer Mike Lopez.
"This obviously did not happen," Lopez said. "Mr. Hefner spoke with an officer at the West LA station and confirmed he's OK."
The whole rumormill on his demise got started Friday on the New York Post's Page 6 gossip column headlined, "'Super sick' Hugh Hefner holes up in Playboy mansion."
The report said that a frail Hefner, who turned 90 in April, hadn't been seen in public for months.
"I'm not sure how these rumors get started but as I've already stated, Hugh Hefner is fine," said Teri Thomerson, a Playboy Enterprises spokeswoman. "It is no secret that over the past few years he has suffered with back pain that has made it a bit more challenging for him to get around, but at 90 years of age he is enjoying his life and still very involved in the day to day activities of editing the magazine."
Hefner's legendary Playboy Mansion in the Holmby Hills was bought by Daren Metropoulos, the co-owner of Twinkies maker Hostess and head of the investment firm Metropoulos & Co., for $100 million.
The deal allows for Heffner to stay in the residence for the rest of his life. The mansion has 12 bedrooms and sits on 5 acres of land.