Mal Fletcher comments on this dangerous new trend

However Millennials are, generally speaking, very focused on the "now". This is part of the potential danger involved with neknominating; there's little forethought as to consequences.

What Can Be Done?

So, what can be done about neknomination? Some will argue that governments hold the key to the problem.

I would argue that governments, national, regional and local can indeed do more to help educate young people, about the risks of alcohol abuse - and the dangers of assuming that everything digital is desirable.

Sometimes, people need a gentle (or even in-your-face) reminder that while something may seem familiar it is not necessarily safe. The mobile internet is ubiquitous, but it is also a wild west, filled with as many dangers as thrills.

Schools, health authorities and other civic bodies can play a role in providing this outlook. They can also provide assistance for young people who've become dependent on the internet in unhealthy ways.

However, governments and local authorities can't be seen as the entire solution.

Sometimes we expect too much of government; we look to politicos and administrators to solve every social problem. As a result, we effectively give politicos or bureaucrats too large a role in shaping our communities and our families.

Much of the answer to neknomination lies in the home. Even in today's very fast-paced, interconnected world, parents often have more power or influence than they think. The answer to neknomination lies largely in changing youthful attitudes to alcohol. That can begin at home.

Studies worldwide have shown that the first experience many young teenagers have with alcohol is in the home, with the approval or encouragement of their parents. Some parents seem to see the fact that their kids have started partaking of alcohol as a rite of passage.

This attitude of endorsement can be dangerous. Teenagers will often take accepted behaviours further than their parents might expect, in part because they feel invulnerable. Neknomination offers them the chance to do that, with the applause of peers far and wide.

Parents can also play a very proactive role in shaping attitudes to the online experience. Social media makes the sharing of ideas so much easier, but some of those ideas will be harmful.

None of us can watch over our kids every moment of the day, or constantly look over their shoulders as they engage with mobile technology. We can, however, ensure that they don't have easy access to gadgets until they're old enough to use them responsibly.

If necessary, we can "interfere" in their digital space, demanding to know where they're spending time online. Parents who refuse to take this risk are essentially teaching their children that rights come without attached responsibilities and autonomy is possible without accountability.

Above all, we can teach teenagers how to ask the right questions about what they're being asked to think and do. We can arm them with enough wisdom to make their own healthy choices.