Twitter, Facebook and other social networking sites should introduce warnings over the drinking game Neknominate, which has been linked to several deaths, councils in England and Wales have said.
The Local Government Association (LGA), which represents almost 400 councils, said prominent messages were needed on the websites to warn about the possible dangers of the craze.
The call comes after the death of another young British man Bradley Eames, who filmed himself downing two pints of gin mixed with teabags. He complained of feeling ill shortly after and died four days later.
The Neknominate phenomenon involves people filming themselves drinking copious amounts of alcohol quickly, nominating someone to continue the game, and posting the video on social media sites.
The LGA said some schools had requested warning notices about Neknominate to be put on noticeboards and read out at assemblies.
Councils are now publishing warnings about alcohol through internet safety campaigns that provide links for parents, carers and young people.
On Wednesday, the industry-funded charity Drinkaware called on parents to take a tough stance against the game over fears that young teenagers feel pressured to take part.
The most controversial internet crazes
The most controversial internet crazes
Twerking, a mixture of twisting and jerking, has been around since the late 1990s, but its popularity dramatically increased after Miley Cyrus 'twerked' at the 2013 MTV VMA awards with Robin Thicke, prompting fans to upload their own versions on Youtube - we've even had twerking stormtroopers. It's since been accused of corrupting the minds of young people and, last year, 33 students were suspended after making a video of themselves 'twerking' using school equipment.
2/7 Happy Slap
It's been almost a decade since the Happy Slap craze broke out in the UK, but what started out in as a small joke between friends in Lewisham in 2004 eventually became a nationwide phenomenon. Happy Slapping involved a victim being filmed on a camera phone getting slapped. As the craze spread, incidents became more and more vicious and it was linked to a rise in bullying in school playgrounds. In 2008, a teenage girl was sentenced to two years' detention after filming the fatal beating of a man.
Originating in Australia in 2008, the trend of 'planking' swept Britain a year later. The craze, in which people form a straight figure with hands down by their sides, had thousands of participants uploading their efforts on to Facebook. While most were harmless enough, the more daring have been known to plank across railway tracks and between buildings, causing major health concerns. In 2011, a 20-year-old man died after 'planking' on a seven-story building in Australia.
'Tombstoning' emerged in 2012 as a much more dangerous fad. It involved finding the highest rock to leap from, giving jumpers sufficient time to change their body position to resemble a tomb falling into the sea. It was invented initially as a way to keep cool during sizzling temperatures, but as the challenges became more daunting, some experienced horrific injuries as a result of jumping into shallow or rocky waters.
While not as dangerous as other internet fascinations, McDonald's staff are now finding themselves on the receiving end of another internet craze. 'McDiving' started last year and normally comes at the end of an alcohol-fuelled night out, where it is then customary for a 'McDiver' to go to the nearest McDonald's and launch themselves over the counter. McDonald's franchises have even started hiring bouncers at peak times of the day to deal with any mischief makers.
6/7 Gun Selfies
Where it actually came from remains a mystery, but the 'Selfie' remains a popular feature on the internet - it was even named word of the year by Oxford Dictionaries in 2013. However, a number of gangs in America have taken it a step further, posting 'gun selfies' of themselves. Last year, two men were charged for 142 counts of possession of a firearm and were bailed by police after posting numerous photos. The craze has led to several calls for photos to be taken down, with parents fearing that children could try and create their own poses.
7/7 Gallon Smashing
Given that glossy floors are prominent in supermarkets, it would be deemed acceptable to see the occasional person slip over. But this is no accident. Gallon smashing started to appear on Youtube last year and has becoming increasingly popular in the US. It sees agile teenagers throw gallons of milk in the air as well as hurtling themselves on to the ground. However, with the mess, cost and inconvenience that is caused, the 'gallon smashing' craze has seen security stepped up in supermarkets.
Katie Hall, chair of the LGA's community wellbeing board, described Neknominate as an "utterly reckless and totally irresponsible" game which had tragically claimed lives. "More should be done to highlight the dangers and persuade people not to participate," she said.
"We believe social media operators have a responsibility to provide health warnings to user groups and individuals.
"The LGA is looking for these corporations to show leadership and not ignore what is happening on their sites.
"We are urging Facebook and Twitter executives to sit down with us and discuss a way forward which tackles this issue head-on."
The LGA said Boston Borough Council in Lincolnshire is encouraging those people nominated to continue the drinking game to contact their community safety team.
Sevenoaks District Council in Kent is launching an internet safety campaign on Neknominate, while Worcestershire County Council has called for people not to join in.
Additional reporting by Press Association