David Cameron has joined condemnation of Facebook after it lifted a ban on videos of beheadings being posted on its site.
The Prime Minister said the social network should explain its decision to allow images showing decapitations to "worried parents".
Facebook has changed its rules to allow the videos, arguing that users should be free to view them and then condemn the content.
A temporary ban was imposed in May as the site evaluated its policy after complaints about the video of a woman being beheaded by a Mexican drug cartel.
But now the block has been removed on the grounds that Facebook is used to share information about world events such as acts of terrorism.
The company insists its approach would be different if the actions in the footage were "encouraged" or "celebrated".
Its new rules also specify that videos and photos which "glorify violence" will be removed.
However, Mr Cameron wrote on Twitter: "It's irresponsible of Facebook to post beheading videos, especially without a warning.
"They must explain their actions to worried parents."
Stephen Balkam, a member of the Facebook safety advisory board, also urged the company to rethink the change in its policy.
He told Sky News: "They have some very strict rules about nudity, about s*x and even about violence too.
"I just think in this case they really need to rethink how they use and how they adopt their own policies."
Dr John Baptista, associate professor of information systems at Warwick Business School, added: "It is impossible to create rules for everything on the web, so I mostly believe in self-regulation based on common sense and guiding principles.
"This relies on companies like Facebook being sensible and responsible.
"However, in this case sadly I think Facebook is late in responding to feedback and it is very disappointing to see them not being proactive in addressing a serious issue such as this.
"I hope they do take the feedback seriously and respond positively."
Users who complained about the initial beheading video were sent a response saying the film did not breach company policy.
A Facebook spokesman said: "Facebook has long been a place where people turn to share their experiences, particularly when they're connected to controversial events on the ground, such as human rights abuses, acts of terrorism and other violent events.
"People are sharing this video on Facebook to condemn it. If the video were being celebrated, or the actions in it encouraged, our approach would be different.
"However, since some people object to graphic video of this nature, we are working to give people additional control over the content they see.
"This may include warning them in advance that the image they are about to see contains graphic content."
Under the latest rules, violent content will only be removed where there is a "genuine risk of physical harm".
"You may not credibly threaten others, or organise acts of real-world violence," the company said.
"Organisations with a record of terrorist or violent criminal activity are not allowed to maintain a presence on our site.
"We also prohibit promoting, planning or celebrating any of your actions if they have, or could, result in financial harm to others, including theft and vandalism".
Sean Gallagher, of freedom of information pressure group Index on Censorship, said: "The decision to show beheadings is part of a much wider debate on whether companies like Facebook should moderate the content they host.
"With over a billion users worldwide, Facebook's decisions about what can and can't be shown have a huge impact on global freedom of expression.
"Films about beheadings may be deeply upsetting and offensive but they do expose the reality of violent acts that are taking place in the world today.
"When trying to draw a line about what should or shouldn't be allowed, it's important to look at context, not just content."
The Prime Minister said the social network should explain its decision to allow images showing decapitations to "worried parents".
Facebook has changed its rules to allow the videos, arguing that users should be free to view them and then condemn the content.
A temporary ban was imposed in May as the site evaluated its policy after complaints about the video of a woman being beheaded by a Mexican drug cartel.
But now the block has been removed on the grounds that Facebook is used to share information about world events such as acts of terrorism.
The company insists its approach would be different if the actions in the footage were "encouraged" or "celebrated".
Its new rules also specify that videos and photos which "glorify violence" will be removed.
However, Mr Cameron wrote on Twitter: "It's irresponsible of Facebook to post beheading videos, especially without a warning.
"They must explain their actions to worried parents."
Stephen Balkam, a member of the Facebook safety advisory board, also urged the company to rethink the change in its policy.
He told Sky News: "They have some very strict rules about nudity, about s*x and even about violence too.
"I just think in this case they really need to rethink how they use and how they adopt their own policies."
Dr John Baptista, associate professor of information systems at Warwick Business School, added: "It is impossible to create rules for everything on the web, so I mostly believe in self-regulation based on common sense and guiding principles.
"This relies on companies like Facebook being sensible and responsible.
"However, in this case sadly I think Facebook is late in responding to feedback and it is very disappointing to see them not being proactive in addressing a serious issue such as this.
"I hope they do take the feedback seriously and respond positively."
Users who complained about the initial beheading video were sent a response saying the film did not breach company policy.
A Facebook spokesman said: "Facebook has long been a place where people turn to share their experiences, particularly when they're connected to controversial events on the ground, such as human rights abuses, acts of terrorism and other violent events.
"People are sharing this video on Facebook to condemn it. If the video were being celebrated, or the actions in it encouraged, our approach would be different.
"However, since some people object to graphic video of this nature, we are working to give people additional control over the content they see.
"This may include warning them in advance that the image they are about to see contains graphic content."
Under the latest rules, violent content will only be removed where there is a "genuine risk of physical harm".
"You may not credibly threaten others, or organise acts of real-world violence," the company said.
"Organisations with a record of terrorist or violent criminal activity are not allowed to maintain a presence on our site.
"We also prohibit promoting, planning or celebrating any of your actions if they have, or could, result in financial harm to others, including theft and vandalism".
Sean Gallagher, of freedom of information pressure group Index on Censorship, said: "The decision to show beheadings is part of a much wider debate on whether companies like Facebook should moderate the content they host.
"With over a billion users worldwide, Facebook's decisions about what can and can't be shown have a huge impact on global freedom of expression.
"Films about beheadings may be deeply upsetting and offensive but they do expose the reality of violent acts that are taking place in the world today.
"When trying to draw a line about what should or shouldn't be allowed, it's important to look at context, not just content."
Source : BBC , SkyNews
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