The controversial Neknomination craze has reportedly led to the death of another young British man, after a rugby player mixed two pints of gin with teabags and said to the camera: “This is how you drink.”
Bradley Eames, 20, filmed himself downing the concoction in a matter of minutes, but complained of feeling ill shortly after and died four days later, the Mirror reported.
A friend told the newspaper about the video, and while police investigating the death said they were aware of its existence, they added that an initial post mortem had proved inconclusive.
The day Mr Eames’ body was found at his home in Nottingham, his stepmother Wendy Phelps-Eames reportedly posted a link on social media to another story about a Neknomination-related death and wrote: “You all need to stop now!”
A spokesperson for the Kaleidoscope alcohol awareness charity told the Mirror that two pints of gin was a “massive amount” to drink, effectively “playing Russian roulette”.
The most controversial internet crazes
The most controversial internet crazes
1/7 Gun Selfies
Where it actually came from remains a mystery, but the 'Selfie' remains a popular feature on the internet - it was even named word of the year by Oxford Dictionaries in 2013. However, a number of gangs in America have taken it a step further, posting 'gun selfies' of themselves. Last year, two men were charged for 142 counts of possession of a firearm and were bailed by police after posting numerous photos. The craze has led to several calls for photos to be taken down, with parents fearing that children could try and create their own poses.
Originating in Australia in 2008, the trend of 'planking' swept Britain a year later. The craze, in which people form a straight figure with hands down by their sides, had thousands of participants uploading their efforts on to Facebook. While most were harmless enough, the more daring have been known to plank across railway tracks and between buildings, causing major health concerns. In 2011, a 20-year-old man died after 'planking' on a seven-story building in Australia.
Twerking, a mixture of twisting and jerking, has been around since the late 1990s, but its popularity dramatically increased after Miley Cyrus 'twerked' at the 2013 MTV VMA awards with Robin Thicke, prompting fans to upload their own versions on Youtube - we've even had twerking stormtroopers. It's since been accused of corrupting the minds of young people and, last year, 33 students were suspended after making a video of themselves 'twerking' using school equipment.
4/7 Happy Slap
It's been almost a decade since the Happy Slap craze broke out in the UK, but what started out in as a small joke between friends in Lewisham in 2004 eventually became a nationwide phenomenon. Happy Slapping involved a victim being filmed on a camera phone getting slapped. As the craze spread, incidents became more and more vicious and it was linked to a rise in bullying in school playgrounds. In 2008, a teenage girl was sentenced to two years' detention after filming the fatal beating of a man.
'Tombstoning' emerged in 2012 as a much more dangerous fad. It involved finding the highest rock to leap from, giving jumpers sufficient time to change their body position to resemble a tomb falling into the sea. It was invented initially as a way to keep cool during sizzling temperatures, but as the challenges became more daunting, some experienced horrific injuries as a result of jumping into shallow or rocky waters.
While not as dangerous as other internet fascinations, McDonald's staff are now finding themselves on the receiving end of another internet craze. 'McDiving' started last year and normally comes at the end of an alcohol-fuelled night out, where it is then customary for a 'McDiver' to go to the nearest McDonald's and launch themselves over the counter. McDonald's franchises have even started hiring bouncers at peak times of the day to deal with any mischief makers.
7/7 Gallon Smashing
Given that glossy floors are prominent in supermarkets, it would be deemed acceptable to see the occasional person slip over. But this is no accident. Gallon smashing started to appear on Youtube last year and has becoming increasingly popular in the US. It sees agile teenagers throw gallons of milk in the air as well as hurtling themselves on to the ground. However, with the mess, cost and inconvenience that is caused, the 'gallon smashing' craze has seen security stepped up in supermarkets.
He said: “Government guidelines for alcohol consumption say 21 units a week for the average adult male.
“Here people are having more than that in one or two minutes. They are overloading their bodies.”
Mr Eames’ death comes after police said they planned to talk to the person who “Neknominated” Isaac Richardson, also 20, who went on to drink a cocktail of wine, whisky, vodka and lager.
Officers are also investigating the death of Stephen Brooks, 29, who collapsed after drinking three quarters of a litre of vodka in under a minute.
The Neknomination phenomenon, which like the “planking” craze before it appears to have originated in Australia, first claimed two lives in Ireland when 22-year-old Ross Cummins and 19-year-old Jonny Byrne were found dead in separate incidents at the start of February.