A 10-year-old boy ended up 'as sick as a dog' after filming himself drinking an horrendous cocktail of Nando's sauce, cream, mayonnaise and shots of vodka as part of the deadly Neknominate craze.
The boy, from the Calderdale district of West Yorkshire, was violently ill and had to be seen by a doctor after he had been challenged by friends to film himself downing the drink.
An education source in Calderdale told The Mirror: "The boy's mother was in tears that her son would try such a thing. He was fine in the end, apart from feeling sick as a dog.
"Social media sites are full of this craze. There is such a loss of innocence these days and it is horrifying that kids in junior school are urging each other to copy lethal games."
The case came to light after it was revealed that the Neknominate craze has spread to primary schools. Head teachers are so worried that warnings are being read out in class assemblies.
A shocked father, whose 13-year-old in Halifax was being coerced into playing the 'game', said: "Young kids are taking part in large numbers. They are under pressure to perform the stunts - and many are buckling. It is rife.
"It won't be long before a child or teenager at school dies from being Neknominated."
In another case, a 16-year-old girl from Newcastle upon Tyne told how her friends, some under 18, were downing 'gross' concoctions including vodka.
She said: "They mix things like mouthwash, raw egg and ketchup then add vodka shots."
Twitter and Facebook are being urged by the Local Government Association, which represents almost 400 councils in England and Wales, to post prominent warnings.
Councils are publishing cautions about alcohol abuse through internet safety campaigns, providing links for parents, carers and young people.
Neknominate began on Christmas Day when rugby player Ross Samson posted a clip of himself downing a beer, inspiring a friend to create a social media group. Within days, the footage went viral.
Five deaths have been attributed to the craze. Lawyers warn those who dare friends to take part could face legal action.