YouTube has announced it is moving to delete videos of teens eating laundry detergent as the "Tide Pod challenge" sweeps the internet.
Based mostly in the US, the challenge grew out of a series of jokes about how the pods looked delicious - before people began actually eating them for real.
On Thursday (US time) YouTube announced it would remove videos of people eating the pods, saying it encouraged dangerous behaviour, The Telegraph reports.
"YouTube's Community Guidelines prohibit content that's intended to encourage dangerous activities that have an inherent risk of physical harm," a spokesperson said in a statement.
"We work to quickly remove flagged videos that violate our policies."
Accounts posting videos of the tide pod challenge can also have a temporary strike placed against them, which would disable some features such as monetisation.
Channels that receive three strikes may also be removed from the platform.
Tide advised against taking part in the craze, using NFL Star Rob Gronkowski from the New England Patriots in videos advertising the message not to eat the pods.
"What the heck is going on people?" Gronkowski said.
"Use Tide Pods for washing, not eating."