Troubled parents say children are now regularly being beaten up for sickening online videos that are then shared for "likes" on apps such as TikTok.
Footage shows attacks taking place everywhere from school to shopping centres and public transport, with Glasgow City Parents Group saying it is caused by teens wanting to be popular on social media.
"If we look at the way social media works, it's all about trying to come up with content that will get you 'likes' and views. It has become a desire among young people to be seen as the creators of the popular content," said the group's chairperson Leanne McGuire.
"Whether it is harmful, dangerous or violent, I don't think for some it matters. I think what matters to them is the notoriety that comes with it. To them, it is entertainment and content to share. They're probably not thinking that deeply about it or the consequences that will follow."
Clips of attacks have been shared to social media platforms including TikTok, Whatsapp, Facebook and Twitter, reported the Daily Record.
In one video, footage shared among pupils at Coltness High, Wishaw, shows a girl being lured onto school grounds before she is ambushed by bullies. Objects are launched at her before she is dragged to the ground, punched and kicked by a group of other girls.
Another video reported by the Daily Record shows a gang of around 10 pouncing on a boy with weapons at an underpass in East Kilbride. He is then filmed suffering multiple blows to his head and body as another boy holds him up and exposes him to the abuse.
And last week, a pupil from Lochaber High School in Fort William reportedly required brain scans after a beating that left her feeling dizzy and sick. A disturbing clip shows the 15-year-old being pushed to the ground before suffering a kick to the face and multiple blows to the head.
"You really need to stand out on algorithms to receive viewings. The shocking content you would not normally see is what receives the most attention," said Ms McGuire. "Unfortunately, that is at the expense of the people who it is being directed to."
Autistic schoolgirl Abbie Jarvis, then 12, was beaten unconscious after being lured into a Glasgow park on October 4, in another alleged incident which saw her hospitalised for two days.
The attack was filmed by a group of around 10 youths who shared footage of the sickening attack online.
Abbie's mum Angela said while the clip acted as vital evidence for her daughter's case, the video has had a lasting impact on the schoolgirl.
She said: "I couldn't bring myself to watch the footage shared of Abbie's attack, I still can't do it. The fact the video is out there forever makes her ashamed because she thinks people will laugh about her being battered.
"She asked me once if the video would make other people want to attack her because she didn't defend herself. I had to reassure her that people did not like what they were watching.
"In one sense, it was good because it gave us evidence, but in another, it was really damaging."
The mum-of-four has blasted the online trend as 'horrific' and called for better regulations on online platforms.
She added: "Everything is about social media for kids and teenagers nowadays. It's a case of likes, followers and growing your online status.
"It's horrific that children and young people are suffering as a result of this trend. On these platforms, it also seems to be the case that violence sells.
"There needs to be regulation about what can be posted online. Social media platforms make an absolute fortune - I am sure they can afford to facilitate this."
Superintendent Claire Dobson from Police Scotland's Prevention & Community Wellbeing division said: “The online world is an ever increasing part of frontline policing. If footage showing apparent criminality is shared online and reported to us, it will be thoroughly investigated.
"Any online footage captured can be assessed and may be used as evidence where appropriate. Committing crime in any way in the online arena does not mean criminals are anonymous or immune to prosecution. We are continually updating our technology, tactics and training in response to criminals who are doing the same.”
