Parents everywhere are worried about a dangerous new social media trend that is leaving children’s skin covered in burns. Known as the ‘deodorant challenge’, where kids film themselves holding deodorant bottles a few inches above their skin before pressing and holding the aerosol for as long as possible.

During an interview with This Morning, 12-year-old Kaitlyn Stanley shared how she has burned her arm using an aerosol deodorant can because “it looked really cool” and “her friends started to do it”.

Doctor and TV presenter Dr. Ranj explained how this is “serious damage.” The doctor explained how the deodorant cools down the skin very rapidly so you basically get frost bite. Following that, it breaks the skin barrier down, so it can predispose you to infection as well as permanently damage the pigment in the skin. Prior to the television appearance, the girl’s mom made other parents aware of the craze by sharing an image of her daughter’s burns on Facebook.