As local councils call for Facebook and Twitter to display Neknominate warnings on the social media site, a fan of the drinking game tells ITV News some people are taking it too far, but for him it's "a bit of harmless fun".
More top news
The new measures would mirror childcare vouchers and see workers sacrifice some of their salary to benefit.
Google, Facebook and Twitter could face multi-million pound fines over their failure to remove illegal content, MPs say.
Staffing levels and worsening pay are to blame, according to the report by the Health Foundation.