Lancashire County Council’s health chief is urging people to beware of games encouraging binge-drinking.
Azhar Ali, cabinet member for health and wellbeing, is warning young people, parents and teachers about Neknominate and similar games on Facebook, Twitter and other social networks.
There have been reports linking the deaths of four people across the UK to Neknominate.
County Coun Ali said: “The problem with these drinking games such as Neknominate is that people think they’re a bit of harmless fun.
“However, as we’ve seen recently in the news, things can quickly get out of hand and lives can be lost.
“This craze is sweeping Facebook and Twitter and, although people may feel peer pressure to join in, we’re encouraging them not to take part.”