YouTube Is Pulling Videos Featuring the Tide-Pod Challenge

Tide pods are colourful laundry detergent capsules sold in the United States that resemble those sold in Britain by companies including Persil and Aerial

"YouTube's Community Guidelines prohibit content that's meant to encourage unsafe activities that have an inherent risk of physical harm".

"Videos showing people participating in the Tide Pod challenge are removed from YouTube when flagged and the channel is given a strike for violating our Community Guidelines, which prohibit harmful or risky content", the company said.

Facebook is also removing posts from its platforms, including Instagram.

Parents of children at St John's C of E Middle School in Bromsgrove were told this week: "We have been made aware of a current trend that children (not any of St John's children) have been digesting liquid washing machine tablets which can make them seriously ill".

Normally, it's only small infants who mistake the detergent-filled pods for candy or whatever and chow down on the brightly-colored cleaning bombs.

The American Association of Poison Control Centers said in a statement that poison control centers have handled 39 calls in the first 15 days of this year related to "intentional" tide pod exposure among people ages 13 to 19-the same number for all of 2016. Ten people have died from eating the pods, according to the U.S. Consumer Product Safety Commission.

How the Cleveland Cavaliers look in the Google Arts & Culture app
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Proctor and Gamble, the company that owns Tide, said it is working with social media networks to remove the videos. The crackdown on YouTube and Facebook will hopefully help ease the craze, and teens will soon start chasing a different trend. Some reports suggest the idea grew out of online memes joking about how appetizing the pods looked.

In a statement issued Thursday, Health Canada warned teens and others from intentionally biting the pods, while a P.E.I. police force tried to make the same point with humour.

On Jan. 12, Tide posted a short video on Twitter featuring Rob Gronkowski of the New England Patriots explaining the use of Tide PODs.

"What the heck is going on, people?" YouTube announced Wednesday that it will now take down any videos of the challenge, in the interest of users' safety.

In addition to the Tide Pod Challenge, parents should be aware that new and risky fads pop up on the internet frequently.

Offending accounts will receive a strike if they're found to violated the Tide-pod ruling.

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