A mental health campaigner devastatingly live-streamed his own death on Facebook as dozens watching begged him to stop.
Popular community champion Jonathan Bailey - who was known as Baz or Bazza - told his social media followers that he intended to take his own life before launching the broadcast.
Distressed users desperately alerted Facebook to what was happening but the live-stream continued.
The 50-year-old was pronounced dead after paramedics were called to reports of a 'medical emergency' at an address on Larkspur Grove, in Newcastle-under-Lyme, reports StokeonTrentLive.
Now Facebook has come under fire for failing to stop the live-stream which saw more than 400 people watching, according to reports.
However, it has emerged that Facebook provided fitness fan Baz with "support resources" following his initial post on Saturday afternoon.
The live-stream was later deleted.
The result of any post-mortem examination has not been disclosed.
A Facebook company spokesman said: “Our thoughts go out to Mr Bailey’s family at this difficult time.
"We can confirm that the live-stream was deleted very soon after being posted and a further post has also now been removed at the family’s request.
"We take the responsibility of keeping people safe on our platforms seriously, and we will continue to work closely with experts like The Samaritans to ensure our policies continue to support those in need.”
Baz had set up a Chesterton gym and previously established a Facebook group to try to tackle the scourge of monkey dust plaguing North Staffordshire.
Hundreds of friends and family have paid tribute following the tragedy.
A West Midlands Ambulance Service spokesman said: "We were called to reports of a medical emergency at a property on Larkspur Grove.
"Two ambulances, a paramedic officer and the Midlands Air Ambulance attended the scene. We discovered one man in a critical condition.
"Ambulance staff immediately began administering advanced life support but sadly, despite their best efforts, it became apparent nothing could be done to save him and he was confirmed dead at the scene."
The Samaritans is available 24/7 if you need to talk. You can contact them for free by calling 116 123, email jo@samaritans.org or head to the website to find your nearest branch. You matter.
