The growing misuse of a synthetic drug known as “piu piu” has raised concern in Malaysia, with young people, including underage teenagers, reportedly filming themselves while intoxicated and sharing the videos on social media.
The embarrassing and potentially dangerous behaviour is believed to be driven partly by the desire to gain attention, views and followers on their accounts.
Malaysian Substance Abuse Council (Masac) secretary-general Raja Azizan Suhaimi Raja Abd Latiff said he was concerned that the trend could encourage others to imitate the behaviour and make drug misuse appear normal among young people.
“We are worried that young people watching these videos may get the impression that such behaviour is enjoyable and does not have serious consequences.
“This can create social learning, where people learn and imitate behaviour they see,” he told Kosmo! recently.
He warned that people under the influence of drugs could make decisions they would not normally make when sober.
Social media content can also spread rapidly, potentially influencing hundreds or even thousands of viewers in a short period.
“What may look funny for a few minutes on social media can have much longer-lasting consequences for the individual, their family and their future,” he said.
Raja Azizan added that such videos could lead viewers to perceive intoxication as something neither embarrassing nor dangerous.
He did not rule out the possibility that some individuals shared footage of themselves while intoxicated to attract attention, views, comments and followers.
“In social media culture, something extreme or unusual can sometimes generate more engagement,” he said.
He also noted that some intoxicated individuals might not realise they were being filmed because they were only partially conscious.
While social media is not the sole cause of drug abuse, he said these platforms could accelerate the spread of harmful behaviour and make it seem more socially acceptable.
“In the past, such behaviour might only have been seen by a small group of people. Now, it can be recorded, uploaded and go viral.
“Social media algorithms also tend to give greater visibility to content that attracts high engagement,” he added.
Raja Azizan called for stronger early education that goes beyond simply telling young people not to take drugs. Instead, they should be taught about the effects of prohibited substances on the brain, emotions and behaviour.
He said parents also needed guidance on recognising behavioural changes and early warning signs of substance abuse, while schools, higher education institutions, non-governmental organisations and communities should work together to address the problem.
He stressed that support for people struggling with drug misuse should include early intervention, counselling, treatment and rehabilitation rather than relying solely on punishment.
He also urged social media users to stop engaging with content that promotes substance abuse, warning that views, comments and other interactions could help such material spread further.
