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Stigma is a vehicle for power. It sustains social hierarchies erected to exploit, control, manage and exclude certain social groups with the aim of enforcing norms, reinforcing dominance and perpetuating segregation [1]. In the 1960s, labeling theorists and stigma scholars began highlighting the key role that language plays in the production and exercise of stigma power. This scholarship exposed the potent effects that social labels have on people who live with discredited attributes and devalued conditions, including people with substance use issues. Kelly, Greene & Abry's [2] study builds upon this empirical and theoretical foundation to examine how language shapes public attitudes (i.e. social stigma) towards opioid use disorders.