Neknomination shows 'culture' of alcohol misunderstanding
12 February 2014 Last updated at 09:11 GMT
Police and student groups are warning young people about the dangers of the online drinking game Neknomination after it was blamed for the death of a second man in the UK.
Professor Mark Bellis from the UK Faculty of Public Health told BBC Radio 4's Today programme that the online craze demonstrates a "culture where people don't understand the dangers of alcohol".
He added that the drinking game has a "difficult mix" of peer pressure, alcohol, and social media helping to spread the craze.
First broadcast on BBC Radio 4's Today programme on Wednesday 12 February.