The "Milk Crate Challenge" is the latest fad to sweep through TikTok and other video-based social media platforms.
The challenge is to stack milk crates into a triangle and climb up one side and down the other without falling off.
Unfortunately for many, this is significantly tougher to do than it appears. Many who have attempted it have subsequently posted images or videos of the (sometimes severe) injuries they sustained from falling.
When Fast Companyreached out to TikTok about the Milk Crate Challenge, and others like it, a spokesperson said:
"TikTok prohibits content that promotes or glorifies dangerous acts, and we remove videos and redirect searches to our Community Guidelines to discourage such content. We encourage everyone to exercise caution in their behavior whether online or off."
The site has since taken measures to stop this particular dangerous trend, removing the hashtags #MilkCrateChallenge, #CrateChallenge, and #MilkCrate.
A user searching for any of these tags now sees a warning message instead of videos.
"This phrase may be associated with behaviour or content that violates our guidelines. Promoting a safe and positive experience is TikTok's top priority."
It's easy to see why TikTok thought it was necessary to discourage the challenge when seeing the after photos and videos from those who fell.
Doctors and other health professionals are speaking out about the dangers of the challenge too.
Dr. Shawn Anthony told the Today Show:
"Injuries can include broken wrists, shoulder dislocations, ACL and meniscus tears (both are to do with your knee), as well as life-threatening conditions like spinal cord injuries."
"Emergency rooms across the country are already overcrowded and elective surgeries are being delayed or postponed due to lack of hospital beds."
"This social media challenge puts unnecessary additional stress on our health system and health care providers."
Even the FDA warned against the challenge, in reply to Conan O'Brien, though in a much more humorous fashion.
Given the mountain of evidence the challenge is dangerous, it's probably best to leave the milk crates at the store.