Gurning is the British tradition of throwing a horse collar around someone's neck, and making them pull the most ridiculous face they can. The practice dates back to medieval times, but people are still doing it in the modern day, with the Gurning world championships held at the Egremont Crab Fair in northern England. That's British tradition for you.
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The origin of Gurning is thought to be the mocking of a drunk, or the 'village idiot,' by throwing a horse collar around them and making them act a fool in exchange for beer.
The competition is open to anyone willing to participate, with the only rule being that the face must be made on its own, without the use of hands or other tools. The winner, is the person with the most impressive face contortion. It's a sight to behold.