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The video titled “Obsession: The Sugar-Coated Trap” featured four AI-generated virtual pop idols representing commonly abused drugs and was uploaded to the department’s social media platforms on June 26 to mark the International Day Against Drug Abuse and Illicit Trafficking. According to Hong Kong Free Press the characters included Weedy for cannabis singing “Romantic smoke will help you forget all your troubles” Icy for crystal methamphetamine and Coke for cocaine who promised “Easy-to-drink coke helps you keep your mind sharp” along with Little E for etomidate also known as space oil. The production employed a modern K-pop format with dancing and singing in an attempt to engage younger audiences but the approach drew immediate scrutiny for its visual presentation.
Social media reactions quickly highlighted the video’s unintended effect with top YouTube comments describing it as “the most successful drug ad ever in HK” and users stating they “want to eat bites of each.” Hong Kong Free Press reported that netizens complained the clip glamorised illegal substances instead of discouraging their use. The controversy led many to ask whether the production had the opposite of its intended effect with one widely shared question being “Did this AI anti-drug video make drugs look appealing?”
The Correctional Services Department removed the original video on June 27 and according to the South China Morning Post published a revised version that was also taken down the same evening. In a statement posted on Facebook on June 29 the department said it would “balance creativity and the public’s level of acceptance” in future campaigns while ensuring its messaging remained clear and accurate. The authority acknowledged the need to refine its approach following the backlash that spread across multiple platforms.
This marked the latest in a series of missteps for Hong Kong anti-drug public awareness efforts. The department’s 2021 “YOLO” slogan sparked confusion among netizens who associated the phrase with encouraging exciting or dangerous activities rather than avoidance of drugs. In 2023 an MTR advertisement appeared to read “take drugs” prompting an apology from involved parties after similar public outcry according to reports in both Hong Kong Free Press and the South China Morning Post.
Hong Kong maintains strict penalties for drug offences with trafficking carrying a maximum sentence of life imprisonment and a fine of HK$5 million while possession can result in up to seven years in prison and a HK$1 million fine. The Correctional Services Department which produced the video oversees aspects of drug enforcement and rehabilitation within the city’s correctional system. Such legal thresholds underscore the government’s longstanding zero-tolerance stance toward narcotics that the video had sought to reinforce.
The BBC’s coverage of the incident featured reporter Martin Yip from its Chinese service who detailed how the controversy unfolded after the June 26 release. Separate reporting from the South China Morning Post noted that the prison service had twice withdrawn the public service announcement featuring the AI-generated girl group. Officials have not commented further on specific changes planned for upcoming anti-drug materials beyond the general commitment outlined in their Facebook post.
