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5 February 2014, 06:52 | Updated: 30 March 2016, 13:50
An East Midlands liver doctor has told Capital an internet drinking game called 'NekNomination' is glorifying binge drinking.
Thousands of people are posting videos online showing themselves 'necking' a pint of alcohol.
Some drinkers are having 'dirty' pints by mixing spirits and food together.
At the end of the video the drinker then nominates a friend to do the same within 24 hours.
Professor Guru Aithal is a liver specialist at Nottingham's QMC:
'I don't think they [drinkers] understand the potential seriousness of what they're mixing.
'I can't see any good side of it, sadly. It's either really silly or seriously harmful.
'I don't think it's fun, it glorifies binge drinking as far as I can see and you can argue what the adverse affects of binge drinking are.'
A Capital study in the East Midlands has found that while 60 per cent of people agree with Professor Guru Aithal that NekNomination DOES glorify binge drinking, just 30 per cent of people think it should be banned.
Jack, 18, Nottingham: 'Some of the videos are good, some of them are bad . I'd never do anything dangerous'.
Stacey, 27, Bestwood: 'I think it's funny, I like the idea, I want to be nominated!'
Holly, 21, Nottingham: 'I think it's stupid but I don't think it should be banned because it's a free choice thing'.
A lot of the films end up on Facebook and officials there say the trend isn't exclusive to them. They're advising FB users to report or hide posts they're not comfortable with.
Earlier this week Communications Minister Pat Rabbitte demanded Facebook stop the pages saying health chiefs and psychiatrists wanted the 'game' to be stopped.