Finland’s health agency targets stigma around substance dependence

Finland’s National Institute for Health and Welfare (THL) is launching a 10-year program to dismantle the stigma surrounding substance dependence, which often discourages people from seeking help and can leave other health issues untreated.

Jaana Markkula, team leader of THL’s Alcohol and Tobacco unit, said the stigma is a major barrier to accessing addiction services. Fear of poor treatment, discrimination, or legal consequences can delay care, while societal labeling may make individuals feel unworthy of support. Media framing can also shift public health issues into moral debates, potentially diverting funding from treatment services.

THL’s approach focuses on strengthening social and healthcare services, improving early intervention, and fostering respectful language. Markkula emphasized avoiding dehumanizing terms like “drug-addicted youth” or “substance-abusing mother,” noting that people are not defined solely by their conditions. The agency also advises against sensational imagery, such as syringes or hooded figures, which may reinforce fear and prejudice.

Tatu Varpukari, CEO of Selvä Elämä, a treatment provider for alcohol and drug dependence, argued that some treatment models perpetuate stigma by repeatedly labeling individuals as “alcoholics.” He also criticized Finland’s alcohol policy as overly restrictive and ineffective, stating that if regulation worked, the country’s alcohol problems would have been resolved decades ago.

THL’s program includes training for professionals in education, social services, and healthcare to improve understanding of addiction and stigma, with an emphasis on respectful engagement.