The manufacturer of Tide detergent pods said its working with social media networks to remove videos that show people appearing to eat the toxic laundry packets as part of a so-called Tide Pod Challenge.

Procter & Gambles response comes as poison control centers are already reporting dozens of teenagers intentional exposure to the liquid detergent this year. The vast majority of the cases involved ingestion, the American Association of Poison Control Centers said on Tuesday.

We are deeply concerned about conversations related to intentional and improper use of liquid laundry pacs and have been working with leading social media networks to remove harmful content that is not consistent with their policies, Petra Renck, a Procter & Gamble spokesperson, told HuffPost on Thursday.