““In fact, the messages actually seemed to increase drug use. Kids aged twelve and a half to eighteen who saw the ads were actually more likely to smoke marijuana. Why? Because it made drug use more public. Think about observability and social proof. Before seeing the message, some kids might never have thought about taking drugs. Others might have considered it but have been wary about doing the wrong thing. But anti-drug ads often say two things simultaneously. They say that drugs are bad, but they also say that other people are doing them. And as we’ve discussed throughout this chapter, the more others seem to be doing something, the more likely people are to think that thing is right or normal and what they should be doing as well.””
![“With drug use related harms, explanatory models are often presented as predictive tools, even though they ‘are [rarely if ever] predictive of consequent behavior’ or outcomes. Hence, we feel confident in asserting at outset, that prohibition based approaches in drug policy lack a sound basis in…” quote by Daniel Waterman](https://sms4smile.com/quotes/img-quotes/e7b/daniel-waterman-25499_belief_with-drug-use-related-harms-explanatory_303076.jpg)
