A new drinking game on social media has begun to turn fatal.
According to CNN, the game known as "Neknominate" is spreading like wildfire.
Basically, participants record themselves consuming a large amount of alcohol as fast as possible, sometimes in a compromising situation, and, upon finishing, name friends they challenge to out-do them. They then post the video to social media, where friends respond, challenge more friends and so on.
However, the game has turned deadly. Five men under the age of 30 have died while playing Neknominate.
"This is a lethal game," Dr. Sarah Jarvis, medical adviser for the UK-based charity Drinkaware, told CNN. "The point about alcohol is that it affects your ability to recognize that you're in danger, and it absolutely affects your ability to react to danger. So we have a double whammy."
Government leaders have called on schools to help fight the game's spread and parents are calling on Facebook and other sites to block the videos from being posted.