The Local Government Association (LGA), which represents almost 400 councils in England and Wales, said social media operators such as Twitter and Facebook have a "responsibility" to display warnings over drinking craze Neknominate.
This is an utterly reckless and totally irresponsible craze which has tragically claimed lives. More should be done to highlight the dangers and persuade people not to participate.
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.
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