‘They can’t sell it if it would hurt you’: Young People and Legal Highs

The recent ban on legal highs at many of the UK’s leading festivals has highlighted the fact that Novel Psychoactive Substances are dangerous, with many commentators likening taking them to ‘playing Russian roulette’. The Association of Independent Festivals has gone so far as to plan blackouts at 24 events to highlight this, with a light bulb logo showing onstage with the words ‘Don’t be in the dark about legal highs.’

From a youth work perspective, much of the struggle lies with young peoples’ misconception that legal highs are safer than their illegal counterparts. To quote Fast Forward’s Chief Executive Alastair Mackinnon in a previous blog:

When these shiny new packets of ‘botanical incense’ ( a marketi
ng ploy used by some legal high sellers) can be purchased in the centre of town from retail outlets that appear in many respects to be ‘legitimate’, who can blame a young person for thinking the risk is minimal?

But the reality is that there is no quality control, no dosage instructions, and no safety advice.

Marketing approaches have made these products seem like any other commodity – attractive packaging, with brand names that sound fun and risky – like Annihilation, Black Mamba (both of which recently became illegal), and Diablo. It’s very likely that this cynical and well-tested route to market of familiarisation and normalisation increases the perception of low risk for young people.

It is also worth noting that a 2013 EMCDDA study reports that 8% of 15-24 year olds in the UK admit to having used legal highs, compared with the EU norm of 5%.

So how best to tackle this? Coming from a harm reduction approach, the most important thing is not to try and ‘stamp it out’ but to make young people aware of the dangers through open discussion and allow them to make informed decisions. In particular, young people should be helped to be suspicious of the players involved in NPS production and sale, so that the belief that “they can’t sell it if it would hurt you” is properly addressed.

For further advice on legal highs, visit whynotfindout.org

For a Don’t Be in the Dark infographic, visit our Pinterest site.