Photo: John Sommers/Reuters

The spread of the Neknominate drinking game on the international social media scene, as reported on the article ‘Drinking game sparks outrage’ (February 20), is alarming, to say the least. Primarily so because it is riding on the crest of the strongest medium that the easily influenced youth have embraced as their given mode of communication and expression.

The dangers of toying with alcohol are well explained in The Sense Group’s www.drinkawaremalta.com site and have been repeatedly pronounced in our campaigns over the years.

It is a fact that young people will always create fresh ways of spicing up this adventurous period of their life.

What we all must do, as stakeholders and, may I say, especially as the educators who meet these youngsters every day, is constantly never tire of reminding them of the limits that they need to exercise to continue enjoying the life they have with their friends and family, be it consumption of alcohol products or entertainment. It is a good sign that so far in Malta this practice does not seem to have caught up, possibly due to the fact that our drinking culture is quite different to other north European or American cultures.

However, the new world order of things when it comes to youth lifestyles threatens to overcome cultural barriers and any sign that shows such practices as the Neknominate game need to be addressed quickly and in an effective manner.

The Sense Group is committed to do its part in ensuring that this dangerous practice does not gain ground among our young people whom we have always striven to protect from excesses.

Photo: John Sommers/Reuters