A YOUNG man filmed performing a dangerous "neknominate" stunt in Melbourne's northeast has raised the ire of police.

In the video, the 21-year-old man is seen travelling in a car boot before the car stops and he gets out to "neck" a schooner of beer.

He then gets back in the boot and the car drives off.

Police have interviewed the man and the driver of the car over the incident in Eltham on Monday afternoon.

The new trend that encourages friends to skol a beer, film it, then dob in their friends has swept social media in the past week.

The digital chain-mail game has even gone global, with people from all over the world joining the #Neknominate and #NeckAndNominate game, challenging their friends to chug alcohol or risk losing respect by breaking the chain.

Former AFL football manager Ricky Nixon and former Melbourne player Adam Yze are just some of local identities who have filmed Neknomination videos that have been widely shared on social media.News_Image_File: On a horse, on the toilet or at a bar - everyone seems to be getting on the #neknominate bandwagon.

Senior Constable Scott Cowan said road users need to be reminded of the dangers of such behaviour and consequences if caught.

A Facebook page entitled "The Best Neknominate Videos" which has former PM Bob Hawke, who recently downed a beer at the SCG to toast Australia's Ashes win, as its profile image already has over 63,000 likes and over 70 videos posted.

As the trend grows, people are trying more and more outlandish ways to outdo their friends with an extreme scenarios and bigger challenges, with some skoling beer while driving a car, which Victoria Police slammed as "totally inappropriate".

Do you think #Neknominate is harmless fun? Or is it promoting the wrong kind of drinking culture? Have your say below.

Executive Director of the Dalgarno Institute Shane Varcoe, who focuses on alcohol issues and their impact on our society, said it was a dangerous trend that ignored academic studies on the link between binge drinking and chronic alcohol problems in the future.

"People are trying to find new ways to outperform the next person with bizarre behaviour for social media kudos," Mr Varcoe said.

"They see it as 'Youtube hits + Facebook rep = No harm' essentially, and it's going against all the conventional and academic wisdom on the table.

"We have evidence-based data screaming out that this kind of behaviour has got to stop." News_Image_File: Former Prime Minister of Australia Bob Hawke drinks a beer surrounded by Australian fans dressed as Richie Benaud during day two of the Fifth Ashes Test. Many 'neknominators' see the former PM as a cult hero.

Mr Varcoe criticised public figures taking part in the trend.

"If you get any icon, famous or not, who feeds into that social space, it gets the momentum happening and young people buy into it," he said.

"They all think they're buying into it because they're 'cutting edge' and 'clever' but they're really just getting hooked in like a fish - hook line and sinker."

To those who find these videos funny or entertaining, the message from the Dalgarno Institute is simple.

"The invincible demographic (16-24) says 'oh it's not going to affect me - when I'm older I'll worry about it then'. This game is doing you no good at all …. and if you keep fuelling it, you're just a part of the problem," Mr Varcoe said.

"Juxtapose a video of people skoling with the roadside pain of some drunken monkey that has wrapped his car around a tree and let's see who's laughing then."

Victoria Police receive information from members of the community of dangerous behaviour posted online and investigate matters where appropriate.

News_Rich_Media: Neknominate