A dangerous social media trend involving drivers filming themselves travelling the wrong way on major roads has raised concern across Britain and Ireland following a series of deadly crashes.

The trend, often referred to as “wrong-way” driving, involves mostly young men recording risky driving and sharing the videos online. Officials have warned that some people may be putting lives at risk in pursuit of views, likes, and followers.

The British government has called on social media companies to remove content that celebrates dangerous driving. The move follows several fatal incidents in the UK and Ireland, including a crash near Middlesbrough in northern England that killed two police officers and five young people.

The vehicle involved in the Middlesbrough crash collided with a marked police car while travelling on the wrong side of the road. The five young people who died were aged between 17 and 23. Police later arrested 12 people as part of an investigation into criminal activity reported before the collision.

British Defence Minister Luke Pollard said social media platforms should remove content that glorifies dangerous driving. Prime Minister Andy Burnham also criticised those who share such footage.

Similar incidents have been reported in Ireland. Earlier this month, five teenagers were killed after a car travelled the wrong way along a motorway and collided with another vehicle. Four people in the second vehicle suffered serious injuries.

Irish authorities have also raised concerns about drivers putting themselves and others in danger for social media attention. According to RTÉ, 62 wrong-way driving incidents have been recorded on Irish motorways so far this year, a 32% increase compared with the same period last year.

Cyberpsychology professor Mary Aiken said recording dangerous behaviour can make it feel like a game or performance, while likes and views provide immediate rewards.

TikTok said it removes content that glorifies violence or promotes criminal behaviour using moderation, technology and user reports. Meta also states that it removes content promoting high-risk viral challenges and restricts some reckless driving content for users under 18.

Authorities continue to investigate the circumstances surrounding the recent crashes.