Investigations are underway into how and why a three-year-old boy was seemingly photographed snorting cocaine, a photo that was uploaded onto Facebook.

The image has gone viral on social media with the caption, "Mum and dad’s little junkie".  It shows the little boy looking directly into the camera, ready to sniff a white, powdery substance suspected to be cocaine.

Whoever uploaded the image probably did so to create fun, but social media users did not find the photograph funny at all, and quickly demanded that the child should be taken into child care.

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The matter has got to the notice of authorities, and fearing any possible consequences, the family, from the small village of Sindel in eastern Bulgaria’s Varna Province, had to assure everyone including social media users it was just a joke.

The boy’s mother, Nadezhda Nuri told local media that the substance was not cocaine, but instead was simply flour. She claims that the image was taken as a joke but then uploaded onto social media by her 13-year-old daughter.

Mrs. Nuri said: "My mother first saw the [picture of the] children and called me. I couldn’t have done such a thing, I don’t even know how to write.

"My daughter must have taken the photo and uploaded it online. I can't do it because I can't even read or write, never mind use a computer."

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Her daughter, who uploaded the photo, says the family joke around with often taking photos like the controversial in question.

She said: "I was only joking, I got the idea from Facebook. I have never seen real drugs. I once saw a woman on Facebook making lines with flour and then snorting it."

Local reports suggest that, child services are investigating the incident.