The world's first and only ecstasy store opened in Amsterdam, but all of its pills are placebos.

The shop functions as a demonstration of how decriminalized ecstasy could help prevent minors from buying the intoxicant, as well as educate people on reducing health risks associated with consumption and regulate the pills to accidental overdoses.

Liberal Democrats (D66), a political youth organization, is the group behind the intervention. The store is called MDMJA, which combines "Ja", the Dutch word for "yes", and MDMA, the active drug substance in ecstasy.