Move aside milking, champagning, McDiving; the next big thing is neknominate, a drinking game born in Australia and taking social media platforms by storm.
The challenge consists of filming oneself "skolling" - that's downing to you and I - copious quantities of alcohol in a short space of time, and then setting a challenge for someone else to complete.
Although health experts have warned of the dangers of the craze, it shows no signs of showing down.
WARNING: Some readers may find the contents of this video mildly disturbing
One description, appearing on one of many Facebook pages set up in honour of the game, reads: "Neck your drink. Nominate another. Don't break the chain, don't be a dick. The social drinking game for social media! #neknominate. Drink Responsibly."
Australian police are currently investigating one incident of neknominating which saw a man travelling in a car boot before the car stops and he gets out to down a beer.
But it's not just limited to youths; many neknominators see former Australian Prime Minister Bob Hawke as a role model, after a video showing him downing a beer following the country's Ashes win emerged, while the video below shows an elderly gentleman taking part in the craze.
Professor Michael Farrell, the director of the University of New South Wales' National Drug and Alcohol Research Centre, said the game was potentially deadly for participants.
"It's like Jackass and that type of wild behaviour, and it's not necessarily very impressive," he told the Sydney Morning Herald.
"The main issue is the question of scale and context. In general it looks like it could get people into a lot of trouble, with a lot of pressure to drink. It's competitive, heavy drinking, and that tends to end up with people coming to serious grief through alcohol poisoning. It isn't a thing to be encouraged at all," he said.
The challenge consists of filming oneself "skolling" - that's downing to you and I - copious quantities of alcohol in a short space of time, and then setting a challenge for someone else to complete.
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Although health experts have warned of the dangers of the craze, it shows no signs of showing down.
WARNING: Some readers may find the contents of this video mildly disturbing
One description, appearing on one of many Facebook pages set up in honour of the game, reads: "Neck your drink. Nominate another. Don't break the chain, don't be a dick. The social drinking game for social media! #neknominate. Drink Responsibly."
Australian police are currently investigating one incident of neknominating which saw a man travelling in a car boot before the car stops and he gets out to down a beer.
But it's not just limited to youths; many neknominators see former Australian Prime Minister Bob Hawke as a role model, after a video showing him downing a beer following the country's Ashes win emerged, while the video below shows an elderly gentleman taking part in the craze.
Professor Michael Farrell, the director of the University of New South Wales' National Drug and Alcohol Research Centre, said the game was potentially deadly for participants.
"It's like Jackass and that type of wild behaviour, and it's not necessarily very impressive," he told the Sydney Morning Herald.
"The main issue is the question of scale and context. In general it looks like it could get people into a lot of trouble, with a lot of pressure to drink. It's competitive, heavy drinking, and that tends to end up with people coming to serious grief through alcohol poisoning. It isn't a thing to be encouraged at all," he said.