Neknominate Drinking Game

Here's a dangerous game that advances via the Internet.

The drinking game Neknominate, which recently hit Italy's social media sphere, is facing fierce opposition from a group of booklovers intent on driving out the deadly trend.

Neknominate, which involves people posting videos online of themselves downing alcohol, before nominating a friend to do the same, arrived in Italy recently after gaining popularity in Australia, the US and across Europe.

The game has already had a dangerous impact, with one Sicilian teenager ending up in a coma after taking part. Around the world, at least five people are thought to have died after playing Neknominate.

The Italians have launched a program to get Neknominate players to quit drinking and read a book. Seems a stretch.