Earlier this year, as part of viral marketing campaign, Pizza Hut released a tongue-in-in cheek PSA-style video calling selfie-taking a safety hazard “that leads to disaster.” It was smart. It was funny. And recent headlines, both national and international, give the impression that behind the joke actually lies a growing grain of truth.

In the past few years, fatalities involving smart phone photographers risking life and limb for more shareable, social media-friendly 

The latest, a story out of Texas, is one of the most tragic.

On Tuesday, authorities say 19-year-old Daleon Smith accidentally shot and killed himself while posing with a loaded gun for a photo he planned to post to Instagram. 

It isn’t the first selfie-inclicted gunshot wound. In May, a 21-year-old Moscow woman survived a gunshot wound to the head in an almost identical incident. 

In terms of avoiding injury, Russia may be the least selfie-savvy country of all. 

This year alone, at least 10 Russians have died and approximately 100 more have been injured by putting their life on the line for a photo, numbers so alarming the Russian government released an illustrated pamphlet warning against the dangers of death-defying selfies. 

In June, two teenage girls were electrocuted and nearly killed attempting the ‘ultimate selfie’ from the top of a train; a month earlier, a Romanian woman was electrocuted to death in nearly identical circumstances.