A national campaign to raise awareness of the dangers of new psychoactive substances (NPS) - so-called 'legal' highs - among teenagers and young adults has been launched by the Home Office.
The radio, digital and mobile phone adverts are aimed at people aged 15 to 21 and warn them about the risks of taking the drugs.
The campaign focuses on the risks and harms associated with a range of legal highs including nitrous oxide, which is commonly known as "laughing gas".
Government scientists are being sent to the V Festival to analyse samples of so-called legal highs amid renewed warnings against taking the party drugs.
The Home Office is launching a national campaign highlighting the risks of legal highs including laughing gas, which was more widely used than powdered cocaine and ecstasy last year.
They are aiming to gather information about which new substances are available in the UK, and the latest Home Office annual report on the trends is due to be published today.
Legal highs are so popular the only option is to "educate people who are using them" about how they can make safer choices about the drugs they take, an addiction specialist told Good Morning Britain.
Associate medical director of the CRI, David Bremner, said: "In a matter of days a new drug will be released that will have one molecule changed that then beats the law so that it is no longer illegal...all we can do is educate people who are using them on how to make safer choices."
Professor Fabrizio Schifano, CRI's Consultant Psychiatrist, has been at the forefront of collating evidence around the UK's legal high situation.
Speaking about the Strange Molecules campaign, he said:
One of the UK's biggest drug and alcohol charities, CRI, has warned that the UK is "only scratching the surface" posed by Novel Psychoactive Substance (NPS) or 'legal high' misuse.
As part of its new campaign, CRI has launched strangemolecules.org.uk to keep young people informed of the facts as new drugs are discovered every week.
David Biddle, Chief Executive of CRI, says the charity is committed to informing the debate, he said:
"Some of these substances are highly potent and can be very risky, possibly up to 10,000 times stronger than the street drugs they emulate, with tiny amounts able to trigger extreme psychoactive responses."
Some of the UK's leading music festivals have joined a ban on "legal highs" being sold at their events and will take part in a "digital blackout" to highlight the danger of the controversial stimulants.
The social media accounts of 24 festivals, including T in the Park, Bestival and Lovebox, will go dark for a day from 9am on Monday, while their websites will show only a grey light bulb on a black window with the message: "Don't be in the Dark about Legal Highs."
The number of deaths associated with the novel psychoactive substances - better known as legal highs - rose from 10 in 2009 to 68 in 2012, a recent substance abuse report found.
Home Office minister Norman Baker has warned that authorities are in a "race with chemists" in India and China who generate new legal highs on a weekly basis.
"More people are dying" from taking legal highs and other "designer drugs", anti-substance abuse campaigners have warned.
An spokesman for the National Programme on Substance Abuse Deaths (NPSAD) dismissed claims the number of deaths caused by legal highs were over reported:
Two drug experts have blasted claims the number of deaths caused by new psychoactive substances in legal highs "increased sharply" between 2011 and 2012.
Professor David Nutt and Dr Leslie King said of the 52 deaths from new psychoactive substances, 13 were found to be associated with an already illegal drug, y-hydroxybutyrate (GHB).
Deaths from legal highs have been "over-reported" and there is "no simple answer" behind the demise of some users, the Government's former adviser on drugs has warned.
Professor David Nutt, who left his job at the Advisory Council on the Misuse of Drugs after a controversial 2007 report, blasted two reports detailing the rises in the number of people killed after taking legal highs.
In a letter to the Lancet, Professor Nutt and Dr Leslie King accused the reports of presenting misleading estimates on the number of deaths in the UK.
The pair highlighted reports from both the Office for National Statistics (ONS) and the National Programme on Substance Abuse Deaths (NPSAD).
They argued 17 of the 68 deaths recorded in the NPSAD which were caused by psychoactive substances were linked to p-methoxyamphetamine (PMA) and three with p-methoxymethylamphetamine (PMMA) - both controlled substances.
The Government is "determined" to reign in "the reckless trade" in legal highs, after a report revealed deaths from the party drugs had surged.
Home office minister Norman Baker revealed he would be launching a review into the drugs, with a including Government drug tsar Professor Les Iversen.
The review is expected to be completed by spring this year.