Briton dies 'after Neknomination drinking game'

A 20-year-old man has reportedly become the first Briton to die after taking part in the social media drinking craze known as “Neknomination".

According to the Daily Mail, Isaac Richardson is believed to have collapsed at a hostel in Woolwich, London, minutes after drinking a concoction of vodka, whisky, white wine and lager.

The newspaper reports that prior to his death, Mr Richardson had boasted to a friend that he was going to "outdo" others that had been challenged in the game.

The craze involves "necking" a pint of alcohol, posting a video online, and challenging others to do the same

A Scotland Yard spokesperson told ITV News that a 20-year-old man had died after being admitted to hospital and his death is being treated as unexplained and not suspicious.