It’s fortunate if you love TikTok trends because there’s a new one going viral that’s all about reclaiming so-called “guilty pleasures”.

“Unfortunately I do love” has been embraced by thousands of TikTokers who share lists of things they like that maybe they think they shouldn’t or which aren’t necessarily good for them.

Some of the confessions are tame – “too much salt”, “chicken nuggets”, “not folding laundry”, “tattoos”, “cancelled plans”, “gossiping”, “getting drunk”, “exel docs”, “Nickelback”.

Others are a little peculiar ­– “dressing like Adam Sandler”, “people named Tammy” and “frying my hair with the Dyson”.

There are plenty of virtue-signallers who declare that “unfortunately” they do love vaccines, “waiting till marriage”, “gay and women’s rights”,  Pilates and “cortisol-inducing workouts”, while more villainous types fess up to liking trolling, being toxic, fighting, or not answering texts.

For reasons that aren’t immediately obvious (to us, at least), the audio accompanying the #unfortunatelyidolove posts is American singer-songwriter Joe Walsh’s 1973 song Rocky Mountain Way. As a Cosmopolitan article suggests, Beyonce’s Flaws and All would work as well if not better.

While some of the cutest lists are on the TikTok and Instagram accounts of pets who unfortunately love stealing socks, chewing shoes and lying down mid-walk, the vast majority of the TikTokers sharing their guilty pleasures are young women.

Most post flattering video clips that belie their proclaimed love of McDonald’s, Pepsi, chicken wings and “spicy margs”. More than a few also declare a fondness for Botox, filler, tanning, “cigs” and “being skinny”, although some list acne scars and cellulite among the things they love.

At least most of us can get on board with working from the couch, chocolate, being caffeinated and trashy reality TV.

@emeralderamarketing Anyone else?!🫠 #socialmediamanager #businessowners #unfortunatelyidolove ♬ original sound – Emerald Era Marketing

@livlodge_ For legal reasons the first one’s a lie! #unfortunately #travel #camping #lapofaustralia ♬ Rocky Mountain Way – Joe Walsh

@laura.byrnes0Please tell me I’m not the only one?! 🤎♬ original sound – farmer_4_l1fe

@_valerysolo_ love this trend #wlw #fyp ♬ original sound – farmer_4_l1fe

@rechellelewisLove this trend, but Mom Edition. Were a little bit of everything over here. And heavy on the not judging. Unfortunately I do love (Mom Edition)♬ Rocky Mountain Way – Joe Walsh

@drewbarrymore Unfortunately I do love… Inspired by @Kate Hudson ♬ Rocky Mountain Way – Joe Walsh