As of Tuesday, #milkcratechallenge had racked up more than 9 million views on TikTok alone, Fast Company reports.
However, the social media site has since joined medical professionals in condemning the craze, and on Wednesday removed the hashtag from the platform.
Instead, anyone searching #milkcratechallenge will be greeted by the statement: “This phrase may be associated with behaviour or content that violates our guidelines. Promoting a safe and positive experience is TikTok’s top priority.”
The same applies to related search terms such as #milkcrate and #cratechallenge.
So why has TikTok done this?
A spokesperson for the platform said in a statement that it prohibits content which “promotes or glorifies dangerous acts”.
“We remove videos and redirect searches to our Community Guidelines to discourage such content,” they added, stressing: “We encourage everyone to exercise caution in their behaviour whether online or off.”
It follows countless follow-up clips of TikTokers revealing horrific bumps and bruises as a result of taking on the task:
Man fxck the #CrateChallenge 🤦🏽♂️🤕😅 https://t.co/fDfqFWONuD