Facebook rejects calls to ban 'neknomination' drinking game

A South African man has attempted to harness the popularity of the latest social media craze to do some good.

Neknominate - the online drinking game which is said to have contributed to the deaths of two young men in Ireland - involves participants filming themselves drinking a pint of alcohol and then nominating two friends to do the same.

The process is filmed and then posted online. But Brent Lindeque decided that instead of filming himself drinking, he would film himself giving food to those in need. He then nominates two friends to do the same.

The Northern Ireland Neknomination Facebook page has been discontinued and turned into an alcohol awareness page.

A spokesperson involved in creating the page, which has been heavily criticised after the online craze was linked to the deaths of two young men, told the BBC that the group had decided to remove all the videos and instead highlight the dangers of alcohol.

"We made the decision a few nights ago to no longer continue to run the page the way it was originally set up," the spokesperson said.

"All videos have been removed and we'd like to continue as a Neknomination awareness page, highlighting the dangers surrounding the game."

Earlier, Facebook rejected calls to ban pages and videos linked to the drinking game.

Read: Jonny Bryne 'played neknomination' before river death

Jonny Byrne had been playing the drinking game known as 'neknomination' before his death.

The 19-year-old's body was discovered in the River Barrow in Carlow in the Irish Republic.

His brother Patrick has appealed to the public to avoid the stunt which involves people being challenged to post a video online of them downing drinks, then nominating others to do the same inside 24 hours.

Public health agencies have widely condemned the online craze and have appealed to young people to recognise the dangers posed by heavy alcohol consumption.

Read: 'Neknomination' craze cost my son his life

The father of a teenager who drowned after taking part in the 'neknomination' drinking game has made an emotional appeal urging young people to "think about what they're doing".

Jonny Byrne, 19, died after jumping into the River Barrow in Carlow on Saturday after participating in the online craze.

The teenager's father Joe Byrne said the whole family is devastated and their lives "will never be the same again".

Read: Teenager's brother urges public to avoid drinking craze

Northern Ireland's deputy first minister Martin McGuinness has appealed to young people not to risk their lives by participating in the " ridiculous and dangerous" neknomination drinking craze.

The deaths of two young men have been linked to the online stunt which sees people being challenged to post a video online of them downing large quantities of alcohol before nominating friends to do the same.

Read: Teenager's brother urges public to avoid drinking craze

The brother of an Irish teenager who drowned after reportedly taking part in the 'neknomination' drinking craze has appealed to the public to avoid the stunt.

Jonny Byrne, 19, from Carlow in Ireland, drowned after taking part in the game which sees people being challenged to post a video online of them downing drinks, then nominating others to do the same inside 24 hours.

Patrick Byrne expressed his frustration over his brother's death and urged others not to participate in the game on his Facebook page.

"My young 19-year-old brother died tonight in the middle of his nomination... he thought he had to try and beat the competition, after he necked his pint, he jumped into the river. If people have any decency and respect they will refrain from anymore of this stupid neknomination."

He also changed his profile picture on the social media site to say "Stop 'Neknomination' Before it's too Late. Share This."

Read: Second death in Ireland linked to social media drinking craze 'Neknominate'

Pressure groups, health agencies and ministers have urged young people not to participate in the 'neknomination' online drinking game after the deaths of two young men in Ireland were linked to the craze.

Northern Ireland's Public Health Agency warned of the dangers of the craze, while Pubs of Ulster chief executive Colin Neill condemned the practice and called on people not to pressurise friends and peers into "downing crazy amounts of alcohol".

The Union of Students in Ireland warned young people of the dangers of taking part, reminding the public of the potential impact it may have on others.

Professor Frank Murray, of the Royal College of Physicians of Ireland, said more deaths are likely from such extreme binge drinking.

Ireland's Children's Minister Frances Fitzgerald also warned young people that they are putting their lives at risk with their attitude to drink.

Read: Facebook rejects calls to ban 'neknomination' pages

Facebook has rejected calls to ban pages and videos linked to the "neknomination" drinking game after the deaths of two men in Ireland were linked to the online craze.

Communications Minister Pat Rabbitte demanded action from the social media giant following a public appeal from health chiefs and psychiatrists calling for the craze to be stopped.

Mr Rabbite said the first responsibility is with young people falling for a "stupid ruse", but insisted it would be helpful if Facebook agreed to remove pages which "promote a stupid and silly phenomenon".

However, Facebook said it had not moved to delete or ban any material as the videos do not break its rules on harmful content.

"We do not tolerate content which is directly harmful, for example bullying, but controversial or offensive behaviour is not necessarily against our rules," a spokesman said.

Jonny Byrne, 19, drowned after taking part in the stunt, which sees people being challenged to down large quantities of alcohol before nominating others to do the same, and his body was recovered from the River Barrow earlier this morning.

Read: Second death in Ireland linked to social media drinking craze 'Neknominate'