A 23-year-old UK man has died after reportedly taking part in a new internet craze called 'Punch 4 Punch,' which involves two people hitting each other until one gives up.
Tommy Main was playing the game at a party at his London home when he collapsed after being punched in the chest, The Telegraph reports.
He suffered a heart attack and died in hospital a short time later.
His death has been blamed on the the internet craze 'Punch 4 Punch' where two people punch each other until one person gives up and then carries out a 'forfeit' involving alcohol. The act is filmed and then posted on the internet.
Mr Main's older brother Roy took to Facebook to condemn those who had filmed his brother fighting and did not step in to help.
"For the people that was at the party that can see this call yourself friends," he wrote on Facebook.
"I just hope that something really ... bad happens.
"You should have stopped it not try and film it. We live in hope.
"Hope your suffering really bad hope you can't sleep."
A 20-year-old man was arrested in connection with Mr Main’s death and released on bail until September.
Members of the public have expressed their grief at the death on a Facebook page set up in Mr Main's honour.
"What a terrible loss of a lovely young man and Father," one user posted. "I can only hope that others read about this and it prevents any more tragedies. Rest in peace young man and may God give strength to your loved ones at this very difficult time."
"So very sad and a tragic waste. I didnt know Tommy, but his story has touched my heart. Deepest sympathy to Tommy's family and friends," wrote another.
But many have also expressed anger at the apparent cause of Mr Main's death.
"When will people realise a FIST is a deadly weapon and kills," one user posted on the Facebook page.
"Absolutely appalled at this stupid Internet craze and hope it stops right now," another user commented.
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