From the BBC:

Some drinkers are snorting vodka through the nose to get drunk more quickly in a fad that alcohol health workers say could be dangerous. ...

Bar staff said some people were "in tears" after trying the trend, while others reacted so quickly they were seen falling to the floor as a result of snorting the alcohol.

Nick Tegadine from the Alcohol Problems Advisory Service said pubs, clubs, bars and should get together with the authorities to robustly clamp down on the problem.

"It will get you drunk more quickly than drinking vodka, which of course is why some people do it but over time it will damage your nose. ...

"It's not a very nice thing to do, its like taking nose drops ... and when you're collapsed on the floor you certainly do not look very clever," Mr Tegadine said.