Two people have now died from a social media game branded "extremely worrying by a North Devon police officer.
North Devon residents have been downing bottles of vodka, drinking pints of urine and even eating raw animal intestines as part of the Neknominate game which has spread around Facebook.
And two people in Ireland have since died after taking part in the craze.
One person from North Devon has ended up in North Devon District Hospital’s Accident & Emergency department after being Neknominated.
However a Plymouth man has bucked the trend by refusing to take part in the game, instead drinking some coffee and saying he was going to work instead.
In a video post, he said: “Cheers for the nomination. To be honest, I’ve seen it all now on the internet.”
He added: “I am not one for not getting involved, but its now getting a bit out of hand and for me to be able to do anything that’s going to create lots of likes, I’ll have to do something that’s probably going to hurt me.”
The social media game involves drinkers filming themselves downing alcohol before posting it on Facebook and nominating others to do the same.
It is believed to have started in Australia and has now spread to the UK with dozens of videos from North Devon residents already posted on Facebook.
The Journal has seen videos of people in North Devon taking part in the game, which often sees them consuming more than their weekly recommended units of alcohol in a matter of seconds.
As people attempt to outdo each other they have been consuming not just dangerous mixes of alcohol, including several spirits at a time, but also apparently taking drugs and drinking their own urine and other substances.
One video shows a man appearing to snort white powder from a small plastic bag and downing a pint of vodka before cutting open a dead rabbit, eating its liver and extracting its eyes with a knife.
The craze has prompted several warnings from health organisations as well as drug and alcohol charities.
Night time economy manager PC Paul Daw, who is based in Barnstaple, said: “Clearly any activity that encourages people to engage in excessive or irresponsible drinking is of concern. People should think carefully about responding to any dare which ultimately could damage their health or put them at risk. The dangers of binge drinking and risk taking are well documented, parents should discuss this worrying trend with their children.”
PC Daw said there were also implications in terms of drinkers then going on to commit crime.
“This activity could lead to a person acting out of character, potentially engaging in criminal behaviour or making them more susceptible to becoming a victim of crime,” he said.
He added licensed premises were aware of the trend and had responsibilities under the licensing act to retail alcohol responsibly and not permit drunkenness.
Dr Kostas Agath, medical director at Addaction, which is a drug and alcohol treatment charity, said: “This is not a wise course of action to take, this form of binge drinking in a very short space of time will cause the body serious irritation as it will treat it as a poison.
“This is why education and information on the harms of alcohol is so important, whether you are a young person or an adult.”
Dr Sarah Jarvis, medical adviser to alcohol education charity Drinkaware, said: “Young people often say they feel peer pressure to drink to fit in, but competitions to drink excessively in a short space of time can be dangerous and this should not come as a surprise.
“Quite apart from the risk of accident or injury as a result of drinking to excess, there is another aspect to these online drinking games which is the “cybershame” some young people may experience. Drinkaware research shows nearly half (47%) of 18-24 year olds admitted un-tagging drunk photos of themselves that they didn’t want others to see.
“However there is still a chance that these photos may be seen by universities and prospective employers.
“So while it may seem like a lot of fun at the time, the range of negative consequences are no laughing matter.”