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.
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His mother says she hopes being one of the River Island Kids Squad will help dispel negativity and preconceptions surrounding the condition.
Turning wet and windy from the west overnight.
The former shadow business secretary Clive Lewis made the comments at an event backed by Momentum.