An ‘utterly reckless and totally irresponsible’ killer craze should be cracked down on by social media giants Twitter and Facebook, councils have urged.

The Local Government Association (LGA), which represents almost 400 councils in England and Wales, said the websites should introduce health warnings to tackle internet binge drinking game NekNomination.

Social media users playing the game have filmed themselves drinking vast amounts of strong booze along with dog food, motor oil and live goldfish.

Chair of the LGA’s community wellbeing board, Cllr Katie Hall, said: ‘More should be done to highlight the dangers and persuade people not to participate.

‘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.’