The general news media can be a vitally important ally in helping to educate the public, increasing awareness and disseminating information about substance use prevention, treatment and recovery support resources. However, as opioid-related media coverage has grown, so have a number of mischaracterizations about the nature of opioid addiction and its treatment. Well-meaning intentions can quickly become destructive if care isn’t taken to eliminate stigmatizing language choices and images that promote disdain rather than empathy for individuals and families struggling with a substance use disorder. Fear of being judged and/or discriminated against can prevent people from getting the help they need.