Out: Vodka shots. In: Vodka eyeballing!

Professor Robin Touquet, consultant in emergency medicine at St Mary’s Hospital, Paddington, says: ‘At 40 per cent pure ethanol, vodka in the eye would create inflammation and thrombosis – clotting of the blood vessels – such that very little alcohol would be absorbed. Unlike the stomach, the eye does not have a gastro-intestinal lining to protect it and aid absorption.

‘I am absolutely horrified that someone would even think of putting vodka in their eye. It’s self-abuse.

‘In the past, vodka has been used as a disinfectant. At 40 per cent proof, imagine what it can do to an area as sensitive as the eye? It is highly toxic.