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Drugs have been around for centuries, always challenging our societies with more or less the same issues. Despite truly impressive breakthrough in the treatment sector, we are still short of understanding how we can produce an environment that really reduces harm, but that also allows us to benefit from it. The radical shift produced by the digital revolutions calls for this question to be addressed again with renewed acuity, as the new world produced by big tech could have dreadful consequences for addiction. The authors propose some lines of thought on the current transformations, based on the ecological approach on drugs.