Local authorities in England and Wales want Facebook and Twitter to take more responsibility over the drinking game 'NekNomination'.
The Local Government Association says prominent warnings are needed on the websites to highlight the dangers.
The game has been linked to several deaths, including young Carlow man, Jonny Byrne.
Eric Appleby's chief executive at Alcohol Concern in the UK - he says it's a worrying craze:“Drink can be lethal, and people really don’t want to hear and understand that and what this particular craze is just demonstrating that in a very, very sad way,” Appleby said.
Katie Hall, chair of the LGA's community wellbeing board, speaking to The Independent, 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," Hall said.
