Police are investigating whether a Welsh man may be the second Briton to die after taking part in a Neknomination challenge.
The man, named locally as Stephen Brooks, died in “sudden and unexplained” circumstances in the early hours of Sunday morning, The Mirror has reported.
Police and ambulance teams were called to a property in Rumney, in the east of Cardiff, to tend to a man who had collapsed.
Jack Stephens, a Twitter user who apparently knew Mr Brooks, posted on the social media website: “Survives an axe in the head and dies over a poxy drink. RIP Brooksy true Rumney soldier.”
The game that Mr Brooks is alleged to have taken part in has become increasingly dangerous. ‘Contestants’ are filmed drinking and then completing challenges, which are posted on social media websites, raising the stakes with each time.
For his challenge, Mr Brooks reportedly drank three quarters of a litre of vodka in under a minute at a party on Sunday night, according to the Evening Standard.
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.
A South Wales Police spokeswoman said: “Officers investigating his death on behalf of HM Coroner have received information regarding the so-called neck and nominate game."Enquiries are continuing and a post-mortem examination is due to take place."
Tributes to the 29 year-old have been posted on the "R.I.P. Stephen ‘BROOKSY’ Brooks" Facebook page, which currently has 906 members.
One user Ceri Hutcheon said: “Thoughts go out to family and friends and everyone who has been hugly shatteted by such devastating news..r.i.p brookes.... sleep tight fella [sic]”
Mr Brooks is reportedly the second British person to have died during the challenge, after 20-year-old Isaac Richardson died in the early hours of Saturday morning after downing a lethal 1.5 litre cocktail of wine, whisky, lager and vodka.
The incidents follow two deaths in Ireland that were linked to the game in January.