This paper, starting from the research of different international organizations (European Monitoring Centre for Drugs and Drug Addiction, United Nations Office on Drugs and Crime, International Drug Policy Consortium) deals with the issue of the return, on a large scale, of heroin in Italy. Producers, traffickers and consumers move and act according to the dynamics of the consumer society. Producers wishing to increase their profits, after having saturated the cocaine market, they decide to advertise and sell heroin at a price lower in order to build a large and especially durable customer base. Even in this time of deep economic and social crisis where the economic resources are increasingly less, consumers do not renounce the pleasure and they try to reach it also using heroin. In the near future social services might be confronted with this scenario and they should be able to respond appropriately to ensure that the return of heroin is not transformed into an emergency heroin.
Keywords: Consumer society, heroin, pleasure