(CBS) -- Many of the social media videos are recorded and posted by minors. They're putting poisonous laundry pods in their mouths for clicks and internet fame.
They call it the "Tide Pod Challenge."
19-year-old Marc Pagan did it on a dare. He told us he knew better, but did it anyway.
"A lot of people were just saying how stupid I was or how -- 'why would I be willing to do that?' No one should be putting anything like that in their mouths you know?"
"This is what started out as a joke on the internet and now it's just gone too far," says Acting Chairman of the Consumer Product Safety Commission Ann Marie Buerkle.
She says ingesting any of the liquid carries a deadly risk.
The pods are bright and colorful and, to children, they can look like candy.
At least 10 deaths have been linked to ingesting the pods.Two were toddlers. Eight were seniors with dementia.
Proctor and Gamble, the maker of "Tide" products, told CBS News: "They should not be played with... Even if meant as a joke. Safety is no laughing matter."
Buerkle says her group has worked with manufacturers to make the packets less attractive to children.
"Making that laundry packet opaque, less attractive, less colorful...reducing the toxicity and the strength of laundry detergents," she says.
The CPSC also found that "elderly adults with dementia" were "confused" by the product, and have also ingested it.
The danger to little kids is so high that researchers have recommended the parents of young children not buy these at all, and instead use regular detergent only.