About 40 teens in the US have been treated so far this year after ingesting the liquid detergent in pods, poison control centres say.
Experts have called the challenge risky, and the U.S. Consumer Product Safety Commission has previously warned parents that the colorful detergent packets "contain highly concentrated, toxic" material that can be harmful. Ingestion can cause vomiting.
Tide's parent company, Procter & Gamble, said in a statement it is "deeply concerned about... intentional and improper use of liquid laundry pacs".
New England Patriots tight end and Western New York native Rob Gronkowski has just one message for kids these days: "NO NO NO".
In the video, the National Football League player repeatedly answers "no" to questions about eating the pods.
A new Internet meme has resulted in more than 40 teens in America biting down on liquid detergent pods as part of a challenge. Please talk to your children about how hazardous this could be for them.
Last year, poison control centers received reports of more than 10,500 calls of children 5 years old or younger who were inappropriately exposed to the laundry pods, Today reported.
Tide Pods contain a mix of ethanol, hydrogen peroxide and polymers.
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