Posts demonstrate confusion about “pink cocaine”

Programs making Narcan accessible drew stigmatizing attitudes.

Posts demonstrate confusion about “pink cocaine”

Programs making Narcan accessible drew stigmatizing attitudes.

This past week, new information about the death of singer Liam Payne prompted conversation about “pink cocaine,” a mixture of drugs with a misleading name that was found in his system. Stigmatizing comments about harm reduction tools also reemerged in response to several articles about efforts to distribute naloxone.

In light of these conversations, public health communicators may share information about pink cocaine, reiterate that harm reduction tools like naloxone do not encourage drug use, and recirculate information about where to access naloxone and how to use it.


Insights brought to you by the reporters and science writers of Public Good News (PGN), a nonprofit newsroom dedicated to improving community health.

On October 21, several news articles reported details on the death of former One Direction singer Liam Payne, who fell from a hotel balcony on October 16. A toxicology report found that Payne had multiple substances in his system at the time of his death, including cocaine, benzodiazepines, and “pink cocaine,” a mix of several drugs such as ketamine, methamphetamine, MDMA, and fentanyl. Several posts on X and Reddit shared articles covering these new details. While some comments joked about Payne’s death, others expressed sadness about it, and many shared information and questions about pink cocaine. One X post sharing the misleading claim that pink cocaine is “a mixture of hallucinogenic drugs” received approximately 703,000 views, 10,000 likes, 1,000 reposts, and 20 comments as of October 30. Some comments attempted to debunk this definition of pink cocaine, noting that it can also contain non-hallucinogens.

Recent efforts to make naloxone more accessible have led to stigmatizing conversations about harm reduction online. A Jacksonville, Florida, news website recently reported that a local bus is now delivering naloxone and providing free training on when and how to use it. Some comments on a Facebook post about the bus expressed gratitude, but most falsely claimed that offering naloxone encourages drug use. Another local news website reported that Michigan State University now has a vending machine that provides free naloxone, as well as emergency contraception for $10. Comments on a Facebook post sharing the article primarily expressed dismay. One comment stated, “It is sad to think we had to resort to putting this stuff in a vending machine” and suggested that young people should not have access to these items. A website covering local news in western Massachusetts published an article about a college student who is seeking approval to start a program that would teach high school students how to administer naloxone. Several comments on a Facebook post sharing the article expressed support for the program. One stated, “Unfortunately with drugs becoming more and more dangerous and out there. It’s extremely important for everyone to learn.” However, some made stigmatizing comments about people with substance use disorder.


Recommendations brought to you by the health communication experts behind Infodemiology.com.

Recommendations for public health professionals

Each week, the Infodemiology.com team will provide messaging recommendations in response to some of the trending narratives outlined above. These helpful tips can be used when creating content, updating web and FAQ pages, and developing strategy for messaging about opioids.

In response to questions about pink cocaine, messaging may explain that pink cocaine typically does not contain cocaine. It is a mixture of drugs—usually stimulants and hallucinogens and sometimes opioids—that may include ketamine, methamphetamine, MDMA, and fentanyl. The effects of pink cocaine vary, as every mixture may contain different drugs at different concentrations. Messaging may emphasize that while naloxone is only effective at reversing the effects of opioids, it should be administered any time a person shows signs of an overdose, even if you are not sure if a person has taken opioids, because some drugs are unknowingly mixed with opioids like fentanyl. Naloxone will not harm a person who is not overdosing on opioids.

Trending conversations provide an opportunity to reiterate that naloxone—often sold under the brand name Narcan—is a lifesaving tool that prevents overdose deaths. In fact, experts attribute the recent decline in overdose deaths to the availability of naloxone. Messaging may emphasize that naloxone is not associated with increased substance use or riskier substance use. Explaining where people can access naloxone and how to use it is recommended. Communicators may also explain that naloxone can be administered by any bystander when an overdose is suspected and that many states have laws that protect people who are overdosing and those assisting them from some legal consequences. Additional messaging may emphasize that SUD is a chronic health issue that can happen to anyone and can be managed. Ensuring that materials covering SUD avoid stigmatizing language is recommended.