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Experts have discovered drug dealers are giving users the option to pay extra for 'ethically sourced cocaine'.
Dubbed 'woke coke', it can cost up to £200 for a gram in the UK, which is far more expensive than the regular white stuff you can get from most dealers.
They claim this version of the illicit substance has been made by fairly-paid farmers in South America and has a lower environmental footprint.
It's a great story and one that would move many users who would want nothing more than guilt-free highs.
However, because the black market is a wild, wild west marketplace, people are free to make up whatever story they want and suffer no retribution (except for maybe an angry text message from a customer at 4am).
Experts reckon this 'woke coke' is nothing but a clever marketing ploy designed to dupe the most gullible users into forking out more buck for their bang.
Former UK drug enforcement police officer Neil Woods told the Daily Mirror: "I have been shown ads for 'environmentally-friendly sniff', but it's nothing but a very clever marketing ploy.
"The dealers can lie because the government has no control and they are being increasingly clever about how they operate."
In fact, buying cocaine only perpetuates the deadly and harmful illegal cocaine market that causes scores of murders and issues every year.
Colombian aid worker Bibiana Villota also the Mirror that coke users should be aware their high comes at a much higher cost than just £200.
"I can tell you, no one in Colombia produces cocaine 'ethically'," she said. "The trade inevitably involves bloodshed, the destabilisation of communities and an appalling cycle of violence. If demand goes up, so does production and the cycle of destruction continues.
"What you call fair trade cocaine is only going to bring more greed and bloodshed."
In addition to the numerous deaths and injuries, cocaine cartels destroy around 100,000 hectares of rainforest in South America every year to plant and harvest the coca plant.
It's estimated that the UK cocaine industry is worth roughly $2.5 billion (which could be much higher if enough people start buying this woke coke). Around 1,500 tons of the stuff is sent from Colombia every year to the British mainland and it gets past authorities' noses.