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Since its inception, social media has become an integral part of the lives of all society. With the creation of Google, it has become easier than ever to access and share information that can be read worldwide, including information on drugs.
Multiple companies exploit this to create aggressive marketing campaigns that can be misleading, impersonating reputable clinics, have sketchy “link-in-bio” pages, encrypted chat links that bypass platform ad rules, and easy access to counterfeit pill manufacturers. These could be incredibly harmful to an average consumer, especially those unaware of the tactics used.
A recent court case highlights the deceptive and potentially dangerous nature of these companies. In June, the Federal Trade Commission (FTC) vs. Mercury Marketing brought attention to the deceptive practices of Google ads that impersonated well-known substance-use-disorder clinics, steering customers away from clinics meant to help with opioid addictions and selling their data to third-party brokers.
Their actions violated the FTC Act, as well as the Opioid Addiction Recovery Fraud Prevention Act, which, under the FTC, authorizes the commission to seek civil penalties for unfair or deceptive acts or practices with respect to any substance use disorder treatment service or substance use disorder product.
In the weeks that followed the Mercury Marketing filing, the case would lead to a broader regulatory sweep, resulting in investigative demands to three other lead-generation firms that employed similar tactics used by Mercury Marketing. Google itself would also take action by tightening its advertisement policies, adding more verification in the process.
A similar action happened with counterfeit-pill manufacturers using youth apps and emoji price lists. Between May and September, the United States Drug Enforcement Agency (DEA) investigated 129 of 290 felony cases linked to popular social media platforms, including Snapchat, Instagram, TikTok, and Facebook Messenger, as part of the “One Pill Can Kill” initiative.
Investigations reveal the hard proof that social media marketing fuels the opioid trade. DEA investigations also reveal how Snapchat handles and links to Telegram channels were fueling illegal dealings of opioids, exacerbating the crisis. Screenshots in the case files document that the use of the pill and car emojis meant codes for deliveries and same-day drop-offs.
Not only were prescription-like opioids being dealt through fraudulent ads, but also other illicit, dangerous substances such as fentanyl. This information matters because, prior to 2022, social media trafficking was often left to anecdotes and stories. However, the confirmed cases provided concrete evidence, and multiple organizations, such as the DEA, began to give closer scrutiny to social media. Snap added an in-app fentanyl warning portal, along with sites like TikTok, blocking drug-related tags.
These are incredible causes for concern, as the accessibility of the internet and social media in tandem has led to the promotion of illicit substances, which prey on the average consumer and those in need of help.
Yet, with crackdowns on advertising and distribution, traffickers and dealers adapt, migrating to other communities, such as Telegram mini-apps, WhatsApp “Status” updates, Invite-only Discord servers, or even direct messages. People need to be informed about these tactics and remember that any ad promising “overnight, no-prescription” opioids is Illegal under US law. They can become part of the solution by reporting screenshots or videos of questionable posts.
With the shift of social media terrain, it also becomes the responsibility of users to watch what is being shared and spread to make the internet a safe place.
This article was written as part of a program to educate youth and others about Alameda County’s opioid crisis, prevention and treatment options. The program is funded by the Alameda County Behavioral Health Department and the grant is administered by Three Valleys Community Foundation.
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