As perhaps the biggest threat to the nation’s mental wellbeing, yet it’s freely available on every street – for pennies. The dealers claim it expands the mind and bolsters the intellect: users experience an initial rush of emotion (often euphoria or rage), followed by what they believe is a state of enhanced awareness. Tragically this “awareness” is a delusion. As they grow increasingly detached from reality, heavy users often exhibit impaired decision-making abilities, becoming paranoid, agitated and quick to anger. In extreme cases they’ve even been known to form mobs and attack people. Technically it’s called “a newspaper”, although it’s better known by one of its many “street names”, such as “The Currant Bun” or “The Mail” or “The Grauniad” (see me – Ed).

In its purest form, a newspaper consists of a collection of facts which, in controlled circumstances, can actively improve knowledge. Unfortunately, facts are expensive, so to save costs and drive up sales, unscrupulous dealers often “cut” the basic contents with cheaper material, such as wild opinion, bullshit, empty hysteria, reheated press releases, advertorial padding and photographs of Lady Gaga with her bum hanging out. The hapless user has little or no concept of the toxicity of the end product: they digest the contents in good faith, only to pay the price later when they find themselves raging incoherently in pubs, or – increasingly – on internet messageboards.

Tragically, widespread newspaper abuse has become so endemic, it has crippled the country’s ability to conduct a sensible debate about the “war on drugs”. The current screaming festival over “meow meow” or “M-Cat” or whatever else the actual users aren’t calling it, is a textbook example. I have no idea how dangerous it is, but there seems to be a glaring lack of correlation between the threat it reportedly poses and the huge number of schoolkids reportedly taking it. Something doesn’t add up. But in lieu of explanation, we’re treated to an hysterical, obfuscating advertising campaign for a substance that will presumably – thanks to the furore – soon only be available via illegal, unregulated, more dangerous, means. If I was 15 years old, I wouldn’t be typing this right now. I’d be trying to buy “plant food” on the internet. And this time next year I’d be buying it in a pub toilet, cut with worming pills and costing four times as much.