Schools in Kent and Medway are warning parents to be extra vigilant following growing reports of The Momo Challenge 'suicide game' appearing during online videos aimed at children.

The internet-based challenge uses a scary doll-like image, which originates from a sculpture in a Tokyo gallery that has nothing to do with the game, to encourage users to take part in dangerous or violent challenges.

It reportedly also tells those it is communicating with that bad things will happen if they report their involvement to adults.

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It has prompted schools and teachers countywide to remind both parents and pupils about online safety in text messages and letters to parents.

At Halfway Houses Primary School on the Isle of Sheppey, staff were also intending to speak to pupils in today's assembly.

Assistant head teach, Lisa Elderfield, said: "We've just had an e-safety week which is quite helpful for us. We have sent out a whole school text to parents to make people aware of what's going on. At the moment it's a home issue rather than a school issue.

"It's a situation where we're trying not to scaremonger the children but reinforce the message they need to be aware of what they're watching and for parents to be aware as well."

"It’s important for parents to talk regularly with children about these apps and games and the potential risks they can be exposed to..." NSPCC

Tunstall Primary School in Sittingbourne and Lordswood Primary in Medway have also sent gentle reminders to parents asking that they be extra vigilant about their children's online use.

At Lordswood the message to parents asked them to 'be aware' of the advert popping up on children's games and apps which could be 'very distressing'.

Dymchurch Primary School in Romney Marsh urged parents to read up on the 'alarming game' and check whether their children are playing it.

National Online Safety (nationalonlinesafety.com) which provides advice to schools, has produced a downloadable guide for parents called 'What parents need to know about Momo' in response to a growing number of inquiries it says on its Facebook page it has received.

Advice includes reminding children Momo is not a real person, being present when youngsters are online, discussing peer pressure and ensuring device settings and parental controls are helping restrict unsuitable content.

The NSPCC is also reminding parents that they can turn to Net Aware (www.net-aware.org.uk) which guides parents through their children's online world or speak to the helpline on 0808 800 5000 for advice.

A spokesman said: "The constantly evolving digital world means a steady influx of new apps and games and can be hard for parents to keep track of.

“That’s why it’s important for parents to talk regularly with children about these apps and games and the potential risks they can be exposed to.

“The NSPCC publishes advice and guidance for parents on discussing online safety with their children, as well as Net Aware – the UK’s only parental guide to social media and gaming apps.”

Education safeguarding advisor for Kent County Council, Rebecca Avery, posted advice on The Education People - a trading company for the council - about the challenge.

She said: "The story currently being circulated is not new. It is believed to either be created as a scam to extract personal information or as an urban legend type hoax, and is based on a meme of a sculpture.

"Our advice is to deal with any reports on a case by case basis and encourage parents to focus on positive behaviours online..." Rebecca Avery

"We appreciate that this story has created some anxiety amongst adults (and children and young people who have seen the images) however it’s important to recognise that most of the current concerns have been fuelled by the recent publicity.

"Our advice is to deal with any reports on a case by case basis and encourage parents to focus on positive behaviours online, such as critical thinking, blocking and reporting and telling an adult when you see something that makes you feel upset or distressed. Practical support for parents (and indeed children) regarding blocking and reporting content on specific sites may also be required."

Parent Gemma Leanne Walker, 26, of St Mary's Bay who has a nine-year-old daughter, Ella, at Dymchurch Primary, said: "I usually think things like this that circulate are nothing but with this one my daughter came to me to ask me to google it. It's the fact that she approached me about that makes me think differently.

"She said she was watching one of her game videos on YouTube and she said that Momo appeared along with other characters like Slenderman. She said that Momo was sending codes to people and the codes translated to the word 'die.' It wasn't clear if Momo was sending the codes to other characters.

"My daughter hasn't received anything, it was just a video of Momo sending codes to people but she said she didn't like it and it frightened her.

"I have taken YouTube off of everything in our house. Normally she would watch it through her phone or Xbox.

"I have got a six-year-old son and it's the last thing I want him to see because it would affect him more than it has her."

If Kent schools are concerned that pupils have been placed at risk, require generic template letters or wish to discuss the specific concern further, please contact the Education Safeguarding Service directly via esafetyofficer@theeducationpeople.org or 03000 415797.