A young father has died after being punched in the chest while taking part in a new Internet craze where people film themselves while punching each other.

Tommy Main, 23, was rushed to hospital after he was punched in the chest by a friend in a so-called Punch4Punch challenge at a house party on Sunday in London.

A 20-year-old man was arrested by police investigating the case and bailed until September. Detectives are treating Mr Main’s death as "unexplained" and the results of his post mortem examination could take up to six weeks.

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Meanwhile, tributes have poured in for the young father with friends and family members mourning his death on Facebook. His brother, Roy, blasted his friends for filming the tragedy on their mobile phones instead of stopping it.

"I’m hurting so bad I don’t think I’ll ever be the same again," he wrote online. "For the people at the party who call yourselves friends, you should have stopped it, not try and film it. I hope you can’t sleep."

The Punch4Punch game sees men taking turns to punch each other until one collapses while someone films it and shares the footage online. The "losing" player then has to do a forfeit such as taking shots of alcohol.

A Scotland Yard spokesman said: "Police were called by London Ambulance Service at 12:44 am on Sunday to a residential address in The Nursery, Erith, to reports of a man collapsed.

"The 23-year-old man was taken by London Ambulance Service to a South London Hospital in a critical condition. He died in hospital a short while later."