PurposeThis article seeks to investigate the ideological visions embedded in the political formulation of the Swedish drug problem and in the bureaucratic management of the Swedish drug treatment services during the years 1960‐2000.Design/methodology/approachThe empirical basis for the analysis consists mainly of parliamentary material from the Swedish Parliament (403 parliamentary bills, 66 government bills, 198 parliamentary records, 14 government letters and 159 standing committee statements) as well as archival materials produced in the application process of 73 aspiring treatment homes from the years 1960‐2001. The empirical material is partly analyzed from a theoretical understanding of political consensus as a doxa and political debate as permeated by naturalizing ideologies.FindingsThe article examines drug consumption as a political problem and its ideological undertones. It shows how drugs and drug consumption often have been subordinate in problem descriptions that have fulfilled other political purposes. Worries about politically radical youth, foreign religions or incomprehensible music have been understood as a drug problem. In the Swedish parliament the drug problem has been described in terms of capitalist class oppression, Americanism or cultural superficiality. Modernity, urbanization and industrialization have also been criticized in the name of the drug problem. In the treatment centres and within the ruling bureaucracy it was also elucidated that the drug problem was an ideological problem. The effective treatment method has been elusive, but the effective method has also played second fiddle in the choice of treatment solutions. Other values have been awarded, such as rural romanticism, Swedishness, solidarity and diligence. Individualism, Americanism and profit making have also been opposed within the ideological treatment sector. At the end of the research period such assessments however became subordinate to an overarching ideological quest to make substance abuse treatment a market among others.Social implicationsA focus on the ideological content both in political discussions and bureaucratic management might enrich the understanding of both politics and bureaucracy as well as the formulation of the drug problem and the suggested solutions. Ideology is not the opposite of facts or evidence‐based solutions; ideology permeates every aspect of problem formulations and solutions. To recognize the drug issue's ideological disposition should therefore not be seen as way of avoiding discussions about the actual dilemma with drugs, it is rather an opportunity to seriously start a discussion on how to solve the problem.Originality/valueThe analyzing of naturalized and apparently self‐evident ideology as part of the rational argument rather than its very opposite would be useful both for further research on the topic as well as for deepening the democratic discussions on, for instance, evidence‐based methods within the drug treatment services.