The "Tide Pod" Challenge has been in the news recently as a result of its increasing popularity and general awareness in social media circles. In essence, the "Tide Pod" Challenge involves primarily kids biting into brightly colored liquid laundry detergent packets, or cooking them in frying pans, then chewing them up before spewing the soap from their mouths, according to this article from the Washington Post. These acts are recorded and posted on social media.
However, these packets contain highly-concentrated laundry detergent which should not be ingested. The parent company, Proctor & Gamble, has issued warnings about the dangers of this activity and is taking this matter very seriously. YouTube is flagging videos about this activity and removing them from their site.
The question for those of us who have neither the desire nor inclination to film ourselves eating laundry detergent is "Why are people doing this in the first place?" At the outset, it must be noted that these packets are small, brightly colored and smell nice. In fact, in 2013, the U.S. Consumer Product Safety Commission (CPSC) and the Australian Competition and Consumer Commission (ACCC) issued a warning about these products and the dangers of ingestion. The attraction to children is obvious: "The soft and colorful product can be easily mistaken by a child for candy, toys, or a teething product."