Showing off a dangerous game: selfies

We take them at the beach, at the park or on the train, with our mates, with our pets, with our mum or on our own - so who would have thought we take them for granted?

We're talking about "selfies".

They're a bit of fun, and in Australia mostly harmless - recording a double chin is about the worst faux pas.

But around the world, the self-starring snap has recently been landing people in hot water.

This month, three Malaysian teenage girls were photographed being hugged and kissed on the head by members of Korean boy band B1A4 and might face charges if they don't own up.

The Iranian soccer team were warned by the nation's football federation to avoid pictures with female fans while in Australia for the Asian Cup or face punishment.

And beauty queen Miss Lebanon sparked criticism in her homeland after appearing in a selfie with Miss Israel at the Miss Universe pageant in Miami.

These situations might seem unfair to people in Western societies such as Australia.

But Jonathan Marshall, a communications researcher at the University of Technology, Sydney, says local values define what is or isn't acceptable around the world.

"Any sort of cultural formation has rules about what you can and can't do," he said.

Dr Marshall said religion, gender and war could play a part in forming these values.

Selfie takers might not foresee the consequences of sharing their photos online, he said.

"People put things online which they think are personal," Dr Marshall said.

"And they don't see that it's highly likely once you put something online it can escape the uses it was intended for."

Sometimes it's not a matter of cultural rules but simply those of safety and etiquette that can cause selfie troubles.

A British traveller was fined more than $4300 last year after posing for a selfie while running with the bulls in Pamplona, Spain.

The US National Park Service has warned against selfies after an influx of hikers began turning their backs on bears to pose with them.

Even in Melbourne at the Australian Open, "selfie sticks" have been banned because, well, they're just annoying.

Katrina Barry, managing director of Contiki Holidays, says travellers need to be mindful of local customs as well as selfie bans and etiquette before pulling out the smartphone overseas.

"Be mindful of your surroundings," she said.

"And use common sense. Get in and be quick. You don't need to take 60 - you're not Kim Kardashian."

Ms Barry said some travellers visiting traditional South American cultures had received glares from locals unappreciative of young travellers jumping in front of them for a photo.

Eighty per cent of travellers aged 18-29 admit to taking regular selfies, a Contiki survey shows.

"Showing off has never been stronger," Ms Barry said.