Warning: This video contains inappropriate language and dangerous drinking
Neknominateis the newest in a long line of viral drinking games that the media have been terrified over.
Thus far, the Daily News reports that multiple men under the age of 30 in the U.K. have died "in connection to the dangerous game."
Here is what you need to know about the emerging drinking trend and its influence:
1. People 'Neknominate' Friends to Match Their Drinking Dare
How the game is traditionally played is by a person filming himself chugging a pint of beer in a single gulp. At the end of the video, the person "neknominates" a person, who then must match the same feat of drinking — and capture it on video — or suffer the consequences.
The problem is that this game quickly escalated to people being dared to chug bottles of liquor, take shots of windex, or drink other non-potable liquids.
2. People Who Fail a Dare Are Punished
People who fail a neknomination challenge are then subjected to whatever punishment is thought up by the original nominator.
In the video above, a young women creates a disgusting concoction of assorted foods and alcohols and is then forced to chug it. When she fails to do it, she must stand in a trash can, and pour the rest of it into her head.
3. 5 Men Have Reportedly Died From the Game
According to the UK's Telegraph, at least five men, all under the age of 30, have died as a result or in connection to the the game.
A rugby player, 20-year-old Bradley Eames, died four days after filming himself drink two pints of gin after being challenged.
One Irish teen jumped into a river after drinking as part of the challenge.
The other three deaths, which took place in Dublin and Cardiff, occurred due to alcohol poisoning in the day or so after the challenge.
4. It Started in the U.K. & Moved to the U.S.
Fears emerged this week that the game, which has been viral in the U.K. for months, has made its way to the United States. News outlets from the Daily News to Time have covered the impending "invasion" of neknomination.
5. Drinking Game Scares Happen Often
Neknomination is not the first, and will not be the last, viral drinking game to worry parents and new outlets. "Butt-chugging," vodka soaked tampons, and eyeball shots were all drinking activities that caused panic in the United States.