The ‘neck and nominate’ game – which is proving a hit on social networking sites Twitter and Facebook – encourages participants to film themselves downing a drink in bizarre circumstances before nominating a pal to do the same.
Warning against the craze, a Derbyshire police spokesman said: “Drinking large amounts of alcohol in a short space of time can have very serious consequences.
“Apart from the risk of accident or injury as a result of drinking to excess and partaking in inappropriate behaviour, those involved could also be putting themselves in danger of becoming a victim or perpetrator of crime.
“I would urge people to act with responsibility when drinking alcohol and avoid putting themselves in unnecessary danger.”
Two young men who died in Ireland over the weekend were both suspected victims of the craze.
Ross Cummins, 22, was found unconscious in a house in Dublin in the early hours of Saturday morning and died later in hospital amid reports he was drinking spirits at the time of his death.
Hours later, the body of Jonny Byrne, 19, was discovered floating in the river at Milford Bridge in County Carlow after apparently jumping in as part of a nomination.