Hong Kong withdraws AI anti-drug video after criticism it appeared to promote narcotics

Hong Kong's Correctional Services Department (CSD) has withdrawn an AI-generated anti-drug promotional video after it drew widespread criticism from the public, who said the campaign appeared to glamorise illegal substances instead of warning against them. Officials have since acknowledged shortcomings and pledged to improve future productions.

The video, titled Obsession: The Sugar-Coated Trap, was first uploaded to the department's Facebook page on Friday as part of its anti-drug campaign marking the International Day Against Drug Abuse and Illicit Trafficking on 26 June. It featured four AI-generated virtual pop idols named Weedy, Icy, Coke and Little E, representing cannabis, crystal methamphetamine ("ice"), cocaine and etomidate, commonly known in Hong Kong as "space oil".

The video was removed a day later and replaced with a revised version, which was also taken down later the same day.

AI idols and public backlash

The campaign portrayed the four animated characters dancing and introducing themselves while making statements that mimicked the deceptive claims of drug traffickers.

Weedy tells viewers: "Romantic smoke will help you forget all your troubles. So chill."

Coke says: "Easy-to-drink coke helps you keep your mind sharp. Super dope!"

Little E claims: "Anti-ageing Vitamin 'E' comes with different fruity flavours. One puff takes you to space."

Meanwhile, Icy says: "Taking a sniff of me will give you an amazing out-of-body experience."

Only after the introductions do the characters transform into elderly men as the screen displays the message: "Drugs are extremely harmful and can ruin a life."

According to the department's promotional description, the campaign aimed to expose how drug dealers package narcotics as fashionable trends and falsely claim they can reduce stress or help users gain peer acceptance. The video sought to reveal what it described as the "ugly truth" behind four of Hong Kong's most commonly abused drugs: methamphetamine, cocaine, cannabis and etomidate.

However, many social media users said the opening section of the video overshadowed its anti-drug message.

One commenter wrote: "After listening to the introduction, I really want to try them."

Another said: "This looks more like promoting drugs. It tells people the names and all the supposed benefits. After watching just the first 30 seconds, that's what sticks in your mind. Nobody will remember the ending."

A third commenter warned that traffickers could simply edit out the final anti-drug message, saying: "Drug dealers could cut off the second half and get a free promotional video, even claiming the government helped advertise for them."

In a social media post published on June 27, the department thanked the public for its feedback and acknowledged that the video's presentation had sparked public debate. It apologised for the shortcomings, saying the original intention had been to prevent people from being misled by false claims surrounding illegal drugs. 

The department confirmed that the video had been removed and said it would review its social media production process to ensure future crime prevention messages are clear and accurate while balancing creativity with public acceptance. 

Department acknowledges shortcomings

Speaking to reporters on Sunday after attending a public event, senior superintendent Ng Kee-hang said the department had reflected on the controversy and admitted there was room for improvement.

"During the creative process, we hoped to promote an anti-drug message through a format that is popular among youngsters," Ng said.

"But through this experience, we will go back and reflect carefully. In the future, when we produce short videos again, we will consider things more thoroughly and hope to achieve a better result."

Ng added that the video had been produced entirely by the department's in-house production team and did not require additional public funding.

The department also issued a statement after removing the videos, saying it would "balance creativity and the public's level of acceptance" in future campaigns while ensuring its messaging is "clear and accurate".

Previous campaign controversies

The latest controversy is not the first time Hong Kong authorities' anti-drug publicity efforts have attracted criticism.

In 2021, the Hong Kong Police Force adopted the slogan "You Only Live Once" (YOLO) for an anti-drug campaign aimed at young people. The slogan quickly drew criticism from internet users, who noted that the phrase is widely understood to encourage people to pursue exciting or even risky experiences.

Earlier this March, the Security Bureau apologised after an anti-drug advertisement at Tsim Sha Tsui MTR station appeared, from a particular viewing angle, to display the words "take drugs".

Under Hong Kong law, trafficking and illicit manufacturing of illegal drugs carry a maximum penalty of life imprisonment and a HK$5 million fine. Possession and consumption are punishable by up to seven years' imprisonment and a maximum fine of HK$1 million.