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LANCASHIRE County Council's health chief, Azhar Ali, launched a campaign to tackle dangerous internet craze Neknominate at Colne Park high school.

The cabinet member for health and wellbeing warned the students, parents and teachers about Neknominate and similar games on Facebook, Twitter and other social networks.

The social media drinking craze has already been linked to the deaths of four people across the UK in recent weeks.

Coun Ali said: “The problem with these drinking games such as Neknominate is that people think they're harmless fun.

“However, as we've seen, things can quickly get out of hand.

“People may feel peer pressure, so we're encouraging them not to take part in something that can lead to such tragic consequences.”