A new campaign, backed by £310 million in government funding for drug treatment services, is targeting 16 to 24-year-olds and social media users in response to rising cases of drug-related harm.

The campaign highlights the dangers of ketamine, which can cause permanent bladder damage, as well as synthetic opioids and contaminated THC vapes.

Ashley Dalton, Health Minister, said: “Young people don’t always realise the decision to take drugs such as ketamine can have profound effects.

“It can destroy your bladder and even end your life.

“We’ve seen a worrying rise in people coming to harm from ketamine as well as deliberately contaminated THC vapes and synthetic opioids hidden in fake medicines bought online.

“Prevention is at the heart of this government’s approach to tackling drugs, and this campaign will ensure young people have the facts they need to make informed decisions about their health and safety, so they think twice about putting themselves in danger.”

Ketamine use and drug poisonings are now at their highest recorded level, with an eightfold increase in people seeking treatment since 2015.

The campaign will also warn of the risks of counterfeit medicines containing deadly synthetic opioids and THC vapes that may contain dangerous synthetic cannabinoids like spice.

Educational materials will be distributed to schools, universities, and public health teams, with further resources available through the FRANK drug information website.

The campaign comes amid growing concern over synthetic opioids such as nitazenes, which are appearing in counterfeit medicines sold online.

Users purchasing these products are typically younger and more drug-naïve.

There has also been a rise in harm from THC vapes, many of which contain high-potency, unpredictable synthetic cannabinoids.

Katy Porter, CEO of drug harm reduction charity The Loop, said: “The Loop welcomes the further investment in evidence-based approaches and support to reduce drug-related harm.

“Providing accurate, non-judgemental information equips and empowers people to make safer choices and can help reduce preventable harms.”

Drug poisoning deaths in England and Wales reached 5,448 in 2023, the highest number since records began in 1993.

The campaign stresses that while avoiding drug use is the safest option, anyone who does use substances should understand the risks and know how to access support.

For information and support, visit www.talktofrank.com or call the FRANK helpline on 0300 123 6600.