Bath Spa University is urging students not to get caught up in the neck and nominate craze sweeping the country.
Neknominate involves people posting a video on Facebook of them 'downing' alcoholic drinks and nominating two friends to do the same.
Participants are also encouraged to perform a stunt while carrying out the challenge.
Neknominate is believed to have originated in Australia and is suspected to be responsible for the deaths of two men in Northern Ireland over the weekend.
Emma Weskin, vice president of Welfare at Bath Spa University, said universities needed to make students aware of how silly the craze was.
"It's started to go round Bath Spa a little. We're letting students know that, whilst it can seem like harmless fun, it is peer pressure and won't win them any credibility," she said.
MailOnline reported that Ross Cummins, 22, was found unconscious in a house in Dublin in the early hours of Saturday morning and died later in hospital amid reports he was drinking spirits at the time of his death.
Hours later, the body of Jonny Byrne, 19, was discovered floating in the river at Milford Bridge in County Carlow after apparently jumping in as part of a nomination.
Today Johnny's family pleaded with people not to take part in the drinking craze.
A spokesman for Avon and Somerset Police said: "We are not aware of having any problems in relation to this particular game in the Avon and Somerset area but we would always caution people to drink cautiously.
"We would always urge people not to drink too much and to be aware that games of this nature can have serious consequences."
The charity DHI, which supports people struggling with drugs and alcohol issues, has warned against people taking part in the trend.
Its chief executive Rosie Phillips said: "Drinking games are not new, but the fact that this game has gone viral on the internet could increase the likelihood of risk taking behaviour, particularly amount vulnerable young people.
"We have help and support available for those concerned about their own or a loved one's alcohol and substance misuse. Support is available through our young person's service P28 and our adult service. People can either self refer or drop in for more information. If you have any concerns please call us on 01225 329411."
A more positive message is also spreading on Facebook following the story of a South African man who donated food to a homeless person, called the Change One Thing campaign.SAM CAREY
