Drug Dealers Have Moved on to Social Media

For every illegal drug, there is a combination of emojis that dealers and consumers use to evade detection on social media and messaging platforms. Snowflakes, snowfall, and snowmen symbolize cocaine. Love hearts, lightning bolts, and pill capsules mean MDMA, or molly. Brown hearts and dragons represent heroin. Grapes and baby bottles are the calling cards for codeine-containing cough syrup, or lean. The humble maple leaf, meanwhile, is the universal symbol for all drugs.

The proliferation of open drug dealing on Instagram, Snapchat, and X—as well as on encrypted messaging platforms Telegram and WhatsApp—has transformed the fabric of illegal substance procurement, gradually making it more convenient, and arguably safer, for consumers, who can receive packages in the mail without meeting people on street corners or going through the rigmarole of the dark web. There is no reliable way to gauge drug trafficking on social media, but the European Union Drugs Agency acknowledged in its latest report on the drivers of European drug sales that purchases brokered through such platforms “appear to be gaining in prominence.”

Initial studies into drug sales on social media began to be published in 2012. Over the next decade, piecemeal studies began to reveal a notable portion of drug sales were being mediated by social platforms. In 2021, it was estimated some 20 percent of drug purchases in Ireland were being arranged through social media. In the US in 2018 and Spain in 2019, a tenth of young people who used drugs appear to have connected with dealers through the internet, with the large majority doing so through social media, according to one small study.

Some dealers these days are even brazen enough to boost their posts and pay for sponsored advertising. “Mushrooms and marijuana used to be hard to get and now they’re being marketed to me in beautiful packaging on Instagram,” says one 34-year-old in Austin, Texas, whom WIRED spoke to. Dealers ran hundreds of paid advertisements on Meta platforms in 2024 to sell illegal opioids and what appeared to be cocaine and ecstasy pills, according to a report this year by the Tech Transparency Project, and federal prosecutors are investigating Meta over the issue.

“You’re seeing a more sophisticated commoditization of the available marketplaces,” says Adam Winstock, a British consultant psychiatrist and addiction medicine specialist who is also the founder of the Global Drug Survey. The current drug-using younger generation are entirely used to getting everything online, he adds, reflecting the increasing integration of social media in people’s lives. “It’s convenient, [and] there’s less chance of violence.”

There are heightened concerns over the presence of super-strength opioids like fentanyl in drugs. But despite some contaminated pills having lethal effects on those who purchased them on the internet, Winstock says that drugs purchased through online networks are subject to “potentially better quality control”—with Telegram channels devoted to discussing the quality of drugs purveyed by certain dealers, and Amazon-style feedback sections within some vendors’ stores. “The question is where in the food chain that they’re cut,” Winstock says.

The menus provided by dealers through messaging apps and on social media are often lengthy and diverse, featuring prized varieties advertised for their purity and sold at significantly lower costs than equivalents available on the streets of London and New York. However, there’s been no formal evaluation of online and street drug sales that can attest to the relative purity and safety of what’s sold in either place—and illegal drugs always come with a safety risk, regardless of where they are bought from.

Even while traditional drug transactions continue to dominate, the apparent rise in sales of drugs through social media has coincided with a steep increase in the average value of transactions on the dark web, amid a fall in the overall number of transactions, according to the United Nations Office on Drugs and Crime’s 2024 World Drug Report. To the UNODC, this suggests “an increase in wholesale activities” on the dark web—though this could also reflect consumers who buy smaller quantities shifting from the dark net to the clear net and encrypted messaging apps.

“End users seem to be buying their drugs on the dark web to a lesser extent than in previous years,” the UNODC said in its 2023 report. “Qualitative information provided by people who use social media suggests that the use of such media for drug purchasing purposes has been increasing, especially at the retail level.”

The shifting market trends also bring troubling developments. New and potentially more vulnerable population segments can be reached by exploitative drug dealers as they begin to sell on social platforms and the number of drug consumers in the US and around the world grows. The US Drug Enforcement Administration has warned that because dealers are “no longer confined to street corners and the dark web,” social media users’ posts and inboxes can be peppered by dealers seeking to purvey these addictive and, when misused, harmful drugs. “Social media extends the reach of the Sinaloa and Jalisco cartels directly into drug users’ phones, with potentially fatal consequences,” the DEA said in its 2024 national drug threat assessment report, bemoaning that dealers are more difficult to apprehend online than the streets.

Social media companies are under growing pressure to eradicate drug dealing on their platforms, says Ashly Fuller, a PhD candidate at University College London researching the sale and advertisement of illegal drugs to young people on social media. Data released by social media companies shows that millions of pieces of drug-related content are already taken down every year. (Facebook and Instagram took action against 9.3 million pieces of drug-related content last year, while Snapchat says it did so in 241,227 cases in the second half of 2023.) But these companies’ actions are sometimes indiscriminate. The accounts of organizations promoting drug harm reduction and social media personalities who post content about drugs and psychedelics, but who do not sell them, are being caught in the crossfire of efforts to get a grip on the issue.

A study by Fuller last year indicates that as many as 13 percent of social media posts may advertise illegal drugs—underlining the scale of the issue that Meta, X, TikTok, and Snapchat have on their hands. Drug sale advertisements could even be increasing in prevalence, according to a forthcoming study by Fuller which was shared with WIRED. She surveyed 1,100 13- to 18-year-olds and found that 60 percent of young people have seen drug-related content on social media (mostly for cannabis and psychedelics, which have been legalized or decriminalized in a few parts of the world). “They’re common enough that young people stumble upon them on TikTok and Instagram.”

In response, social media companies’ algorithms to detect drug-selling behavior are getting smarter and are aggregating images and emojis, Fuller says. “There is an understanding that seeing these ads on social media is correlated to a decreased risk perception, and young people are led to think the drugs are safer.” Of the teenagers she sampled, 10 percent reported purchasing drugs via social media. “Those exposed to drug ads were 17 times more likely to purchase drugs on social media compared to those who had not seen such ads,” she adds.

But according to Meta, no more than 1 in 2,000 views on Facebook is of content that violates its restricted goods policy. Between July and September 2024, Meta says that 96 percent of drug sales content that violated its terms was removed before a user reported it. TikTok, meanwhile, removed 99.5 percent of content violating its policy on alcohol, tobacco, and drugs before it was reported, according to its Community Guidelines Enforcement Report for the second quarter of 2024.

Meta, SnapChat, and TikTok declined to offer an on-the-record statement. X did not respond to requests for comment. A Telegram spokesperson said: “Telegram actively combats misuse of the platform, including for the sale of illicit substances. Moderators, empowered with custom AI and machine learning tools, remove millions of pieces of harmful content each day to keep the platform safe.”

The world’s first internet-facilitated sale, in the early 1970s and on the internet precursor Arpanet, was for an undetermined amount of cannabis. The agreement was between students. Today, strangers may contact you on social media offering drugs to buy. For as many people who believe this is something of a utopian development, you can be sure many more view it as dystopian—especially if the dealers are in fact scammers or selling dodgy goods.

“We were wondering if you will be interested in having a trip with our products,” one Instagram account messaged me recently. On X, meanwhile, posts related to psychedelics are regularly infiltrated by bots directing traffic to dealers. “Virtually all psychedelic post[s] are followed by bots selling microdoses,” leading psychedelics researcher Matthew Johnson posted on X in December. “All my blocking & spam reporting seems futile.” An account recently replied to one of my posts, linking to the profile of their apparent boss: “He’s got all Psyche meds & acids.”

Some dealers lurking on social media are even more shady. The drug information organization Pill Report has told of people wiring cash to dealers and getting duped, with nothing sent to them. When one such person interviewed by WIRED sent money for cannabis through a cash transfer app but received nothing in the mail, he reported the account. “It became a threatening match and they sent photos of thugs with guns saying they were going to come for me,” he says.

In a Vice documentary on drug sales on social media, it took the host just five minutes to connect with a dealer in London. “Anyone can sell nowadays,” another dealer told the journalist. “You see little kids, 12-year-olds and everything, setting up accounts. It’s easy, isn’t it? You can sit at home, make an account, and make money. Who doesn’t want to do that?” As part of a separate research project, a 15-year-old was able to locate an account selling Xanax tablets in mere seconds on Instagram.

Telegram’s drug markets remain somewhat complicated to access for the average person, but are still far easier to access than those on the dark net. “The problem with dark-net markets is that you need to install Tor, get a PGP, and have cryptocurrencies,” says Francois Lamy, an associate professor at Mahidol University in Thailand who researches the sociology of drug use. “It’s a little bit more difficult to navigate. With Telegram, you type a few keywords, and there you go. You can find everything.”

When Telegram founder Pavel Durov was arrested outside of Paris in August, prosecutors cited the scale of drug trafficking on the platform as part of the justification. The next month, a new Telegram user policy was introduced to “discourage criminals” and hand over the data of users who are accused of illegal behavior on the platform by authorities with search warrants. “While 99.999 percent of Telegram users have nothing to do with crime, the 0.001 percent involved in illicit activities create a bad image for the entire platform, putting the interests of our almost billion users at risk,” Durov said in a statement at the time.

But experts warn that any increased enforcement on Telegram will simply cause dealers to go elsewhere, disrupting a market that has largely established itself as a safer source of drugs. “If one supply avenue is closed by enforcement, another is soon found to replace it,” says Steve Rolles, senior policy analyst at the Transform Drug Policy Foundation, a UK-based NGO. “Enforcement has, somewhat ironically, actually accelerated these innovations—driving the evolution of ever more sophisticated sales models. The only way such markets can be defeated in the longer term is to replace them through legal regulation.”