Parents are being urged to stay vigilant and get educated about what their children are watching online in the wake of a terrifying new internet phenomenon called the Momo Challenge.
The challenge involves the twisted image of a bird-like woman with a deranged face and long black hair popping up in the middle of kids' Youtube videos, giving disturbing messages and convincing young viewers to engage in self-mutilation and self-harm.
Yesterday mother-of-three Kim Kardashian shared a stark word of warning to parents calling for more awareness about children's online activities, writing: "Please monitor what your kids are watching!!!"
Australia's own Kyle and Jackie O also spoke out about the issue on this morning's show after a number of listeners called in to share their own terrifying experiences with the sick challenge.
Momo is thought to have originated in a Japanese art gallery and is now appearing in otherwise innocent clips from popular kids' films, television series and games.
Frightened parents told Kyle and Jackie their children are terrified and have "changed so much" since witnessing the creepy footage, with one heartbreakingly revealing: "The girl told her to wait until night time, turn the stove on and fill the house with magical fire gas. [My daughter] won't sleep in her own bed, she's that scared at night she cries."
Another concerned adult explained how the disgusting concept works.
"Because that girl looks so scary, apparently the way they're getting kids to do these things [is] she says if you don't do this, then I will appear in your home."
"They're so terrified of this girl appearing in their home that they go and do these things she's telling them to do."
An outraged Kyle asked: "What sort of a sick maniac is behind this?"
"We need to find who’s responsible, lock them up for life because they are praying on young kids and getting them to do things which they can die doing," Jackie added.
"This is all over the world this stuff…it isn’t just a little thing. This is a big problem," Kyle said.
"Kids are going to die if something’s not done about it."
Jackie encouraged parents to show their children a picture of Momo to warn them not to keep watching if her face appears on screen.
Youtube issued a statement in response to Kardashian's posts claiming they have seen no recent evidence of videos promoting the Momo Challenge and encouraged users to flag dangerous content immediately so it can be investigated.
Mental health groups in the United Kingdom agree with Youtube and have labelled the Challenge "fake news" and "moral panic" spread by adults.
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