--- title: The Latest Deadly Trend: The Game Neknomination | TIME description: The Latest Deadly Trend: The Game Neknomination canonical: https://time.com/video/8mV6uVd9/ og:title: The Latest Deadly Trend: The Game Neknomination og:description: The Latest Deadly Trend: The Game Neknomination og:url: https://time.com/video/8mV6uVd9/ og:image: https://cdn.jwplayer.com/v2/media/8mV6uVd9/poster.jpg?width=720 og:type: video.other twitter:card: summary_large_image twitter:title: The Latest Deadly Trend: The Game Neknomination twitter:description: The Latest Deadly Trend: The Game Neknomination twitter:image: https://cdn.jwplayer.com/v2/media/8mV6uVd9/poster.jpg?width=720 --- # The Latest Deadly Trend: The Game Neknomination > Sponsored content. Supplied in partnership with TIME. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: The Latest Deadly Trend: The Game Neknomination [Watch (HLS stream): The Latest Deadly Trend: The Game Neknomination](https://cdn.jwplayer.com/manifests/8mV6uVd9.m3u8) (3:46)  _Published 2014-02-15. The Latest Deadly Trend: The Game Neknomination_ --- Jul 27, 2023 4:13 PM UTC --- ## More From This Series [All Videos](https://time.com/video/) [Russia's Latest War Games Are Causing Jitters in Europe](/video/5uz6cPBg/) ### Russia's Latest War Games Are Causing Jitters in Europe [Is The 'Knockout' Game Really A Trend?](/video/I847JirC/) ### Is The 'Knockout' Game Really A Trend? [The Week in Web Trends](/video/1edczZiN/) ### The Week in Web Trends --- ## Transcript >> Thanks for the nomination, Luke. Today, well, I've got for you guys a brand- new, just opened as you can see a Sambuca, with some [ unk ] as well. And it's [ unk ], I do believe. >> This is how it all begins. >> Whoo. Okay. >> A nomination followed by cocktails of spirits. The game is called Neknominate, and it's thought to have originated in Australia. Now, it's sweeping through Britain. >> I neknominate [ unk ]. You've got twenty- four hours, lads. Get it done. >> But what started for some as a game has already begun to claim lives. Four victims, all men under thirty. >> This is a lethal game. 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 here. -[ unk ]. >> The premise of the game is simple. People film themselves necking or downing a large drink. The majority of times, it's alcoholic and of large quantities. Then they post it on to social media via Facebook or Youtube, and then they nominate a friend to outdo them. If the friend denies the challenge, they are ridiculed on Facebook or Twitter. Each nomination becomes more and more daring and outlandish. It started as exhibitionism, with this woman stripping in a supermarket and downing a drink. But the bravado has escalated into extreme cocktails. This one mixes spirits with a dead mouse, among other things. Not surprisingly, the trend has politicians calling for schools to play a bigger role. >> So what role does the [ unk ] state believe that schools have in building resilience in our young people to resist peer pressure? >> Yeah. >> Yeah. >> Brian Viner, who's own son has played the game, says responsibility must come from Facebook, which still today displays adverts next to videos of people taking part in the challenges. He told me his son was nominated and pressured to play the game but drank water instead of vodka so as not to harm himself. When you found out about it, when you found out the fact that your son had done something like this, how did it make you feel? >> Cross with him, but more cross really with the social media involved and the way that this game was just spread. You know, the whole thing is madness and then some- it needs some kind of sharp and swift action in regard of these social networks to stop it. >> Well, in a statement to CNN, Facebook says, " We do not tolerate content which is directly harmful, for example, bullying. But behavior which some people might find offensive or controversial is not always necessarily against our rules. We encourage people to report things to us which they feel breaks our rules so we can review and take action on a case by case basis ." But to stop this once and for all, Dr. Sarah Jarvis says Facebook must recognize its own wrong in the game. >> It's very difficult in this third- person liberties to say that Facebook shouldn't be condoning this and should be taking these videos offline. Personally, I'd like to see that happening because apparently if the thrill wasn't there because your mates won't see you, I suspect it would very rapidly fizzle out. >> Whether it's a fleeting craze or a long- term trend, one thing is clear. 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