Police investigating the fatal collapse of a 29-year-old are looking into whether a controversial drinking game played a part in his death.
Officers and paramedics were called to an address in Rumney, Cardiff, after receiving reports that a man had collapsed after taking part in the neknominate game.
The craze involves participants filming themselves downing alcohol, nominating someone to continue the game, and posting the video on Facebook.
It is thought to have originated in Australia and has seen players consumng alcohol along with dog food, engine oil and live goldfish.
A South Wales Police spokesman said: “We are investigating the sudden death of a 29-year-old man from Rumney during the early hours of February 9.
“Officers investigating his death on behalf of HM Coroner have received information regarding the so-called neck and nominate game.
“Inquiries are continuing and a post-mortem is taking place.”
Police and student groups in the Republic of Ireland and the UK have warned people about the dangers of taking part in neknominate amid fears that the game may have resulted in three deaths.
In Ireland, Jonny Byrne and Ross Cummings both lost their lives after apparently trying to complete their challenges.
Mr Byrne, 19, drowned after drinking a pint and jumping into the River Barrow in Carlow.
His brother Patrick later went on to Facebook to urge others to stop playing the game.
He said: “He thought he had to beat the competition and after he necked his pint he jumped into the river.
“If people have any decency and respect, they will refrain from any more of this stupid NekNomination.”
Dublin DJ Ross Cummings, 22, died when he too reportedly carried out a neknomination.
According to the Daily Mirror, the first UK victim of the game died at the weekend.
The paper’s website reported that former grammar school boy and youth hostel worker Isaac Richardson, 20, drank a cocktail of wine, whisky, vodka and lager before collapsing and dying in the early hours of yesterday.