Another one of those social media challenges has taken over these early weeks of 2018. It may sound like an obviously dumb idea to you and me, but how many kids are actually doing the "Tide Pod Challenge"?

The internet has been inundated with memes and tweets about eating the blue and orange detergent packets. Teens are allegedly eating them for, what else, bragging rights.

The American Association of Poison Control Centers has received 39 reports of people consuming laundry pods in the last two weeks. In all of 2016 there were 39 cases and 53 in 2017. So it seems like social media peer-pressure is at work.

Laundry pods can potentially be toxic if ingested because they may contain ethanol, hydrogen peroxide and long-chain polymers. Eating them can cause burning to the mouth, digestive system, and stomach.

If you or someone you know ingests a laundry pod call the national poison help hotline at 1-800-222-1222.

Read more at TIME.