Claims that a character with bulging eyes was appearing in WhatsApp messages and YouTube videos and telling children to kill themselves were a hoax.
The grotesque online character, called Momo, was said to be popping up in children’s YouTube videos such as Peppa Pig and setting children dangerous “challenges” including harming themselves, which culminated in suicide.
But the Samaritans charity said there have been no reports of anybody receiving messages or harming themselves, and blamed the media for amplifying the story and making people think about self-harm, says The Guardian.
It also reports that The UK Safer Internet Centre called the claims “fake news.”
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YouTube also said it had not received any evidence of the challenge on its site.
A YouTube spokeswoman said: “Contrary to press reports, we have not received any evidence of videos showing or promoting the Momo challenge on YouTube.
“Content of this kind would be in violation of our policies and removed immediately.”
Yesterday, schools warned parents about the supposed online suicide game, while a number of institutions across the country posted alerts on their social media pages telling parents of the “highly inappropriate” videos.
Tes was among numerous news organisations that reported the warnings schools had issued to parents.
According to the Parentzone website, the Momo Challenge was played over WhatsApp, with the Momo character asking would-be participants to contact “her” and carry out a series of challenges - the final one being suicide.
Momo character features a disfigured face with stretched features attached to a bird’s body.
National Online Safety tweeted: “Today we’ve heard from hundreds of concerned schools and parents about the horrifying #Momo challenge which has reportedly been appearing in children’s YouTube videos, causing panic and upset amongst young people.”
It followed this with advice and guidance for parents including in setting parental controls, and reporting and blocking any offending material.
