The anti-binge drinking campaign group Alcohol Concern has responded to news of another death potentially linked to "Neknomination".
It is devastating for family and friends to lose someone in this way.
This lethal 'game' shows just how hard we have to work to de-normalise binge-drinking among young people.
But it's not just about young people. They take their cues from society's attitude to drinking and it's this we have to change for all our sakes.
More top news
In an interview with The Sunday Telegraph David Cameron has set out a series of policies designed to appeal to traditional Tory voters.
Nick Clegg will attempt to win over the female electorate when he kicks off the Liberal Democrats' general election campaign later today.
Up to £140 billion of savings could be released when over 55-year-olds are allowed to cash in their pension pots from April 6th.