Evaluating News Media Reports on the 'Blue Whale Challenge' for Adherence to Suicide Prevention Safe Messaging Guidelines

The Blue Whale Challenge (BWC) is an online viral "game" that allegedly encourages youth and young adults towards self-harming behaviors that could eventually lead to suicide. The BWC can be situated within a larger phenomenon of viral online self-harm challenges, which may be propagated through both social media and news sources. Research has established that suicide is a global public health issue that is known to be influenced by media reporting. Violation of safe messaging guidelines has been shown to increase imitative suicides, particularly in youth and young adults. Given the confirmed effects of news media reporting, we analyzed 150 digital newspaper articles reporting on the BWC to assess whether they adhered to suicide prevention safe messaging guidelines. Overall, 81% of the articles violated at least one contagion-related guideline, most commonly normalizing suicide, discussing means of suicide, and sensationalizing. Even though the majority (91%) of the articles adhered to at least one health-promotion guideline, such as emphasizing prevention, the articles did not follow these guidelines on a deep and comprehensive level. Through thematic analysis, we also found evidence of potential misinformation in reporting, where the articles unequivocally attributed many suicides to the BWC with little or no evidence. Additionally, articles often stated an individual's reason for participating in the challenge without interviewing the individual or those close to the individual, another aspect of potential misinformation due to lack of evidence. A contribution of the current study is the synthesis of safe messaging guidelines that can be used in future research. This study contributes to the understanding of news reporting practices regarding suicide and self-harm in regard to the BWC and similar online challenges. We discuss how sensationalized news media reports on the BWC could unintentionally propagate suicide contagion effects that normalize self-harming behaviors among youth. We then examine implications for practice and policy, such using automated approaches to aid reporters in adhering to safe messaging guidelines.