The 1970s counterculture was a period of significant social and chemical experimentation, and the nickname "love drug" didn't belong exclusively to a single substance. Instead, it was a title shared by multiple compounds, each offering a different pathway toward altered emotional states and increased intimacy. To understand which drug truly earned the moniker and when, one must explore the stories of 3,4-methylenedioxyamphetamine (MDA), 3,4-methylenedioxymethamphetamine (MDMA), and even the sedative-hypnotic methaqualone (Quaalude).
The Original Contender: MDA (Sass or Sally)
Before MDMA entered the recreational scene, MDA was a prevalent player in the psychedelic counterculture of the late 1960s and very early 1970s. Known by street names like "Sally" and "Sassafras," MDA is a synthetic, psychoactive amphetamine derivative with both stimulant and hallucinogenic properties. It was cherished for its ability to induce feelings of empathy, affection, and emotional openness, alongside heightened sensory perception and moderate hallucinogenic effects.
The Ban that Changed Everything
The trajectory of MDA changed dramatically in 1970 when the U.S. government outlawed it as part of the Controlled Substances Act. This action effectively ended its era of open recreational use, but the public's appetite for similar emotional-enhancing drugs did not disappear. This void set the stage for the next substance to emerge.
The Successor: MDMA (Ecstasy or Adam)
It was not until the late 1970s that MDMA, chemically similar but with a slightly different structure, began to gain a following. Unlike its predecessor, MDMA was still legal at the time, making it an attractive alternative.
MDMA was initially used by a small group of psychotherapists who explored its potential to enhance communication and self-awareness in patient sessions. The therapists referred to it as "Adam," believing it returned patients to a more innocent, empathetic state. This therapeutic, yet unapproved, use contributed to its early reputation as a powerful emotional tool.
From Therapy to Recreation
As news of MDMA's effects spread beyond therapeutic circles, it entered the recreational market. Unlike MDA, MDMA is known for being more emotionally intense and less intensely hallucinogenic, producing a powerful sense of empathy and closeness. The nickname "Ecstasy" became common, particularly as its popularity soared in the 1980s rave scene, but the original reputation as a "love drug" was forged in the late 1970s. The DEA officially declared an emergency ban on MDMA in 1985, listing it as a Schedule I drug with no accepted medical use and high potential for abuse.
The Sedative Contender: Quaaludes
While MDA and MDMA represent the empathogenic side of the "love drug" spectrum, the sedative-hypnotic methaqualone (known as Quaalude) offered a different experience. In the 1970s, Quaaludes gained a reputation for being an enjoyable, relaxing drug that lowered inhibitions. It was widely perceived as sexy and cool, aiding in social disinhibition and potentially enhancing intimacy by reducing anxiety and increasing sensual feelings. Its reputation grew alongside its illicit use, eventually leading to its ban.
Comparing the “Love Drugs” of the 1970s
To better understand how different substances earned the same nickname, here is a comparison table outlining their key characteristics and effects during the 1970s.
| Characteristic | MDA (Sass/Sally) | MDMA (Adam/Ecstasy) | Methaqualone (Quaalude) |
|---|---|---|---|
| Drug Class | Stimulant & Psychedelic | Stimulant & Empathogen | Sedative-Hypnotic |
| Primary Effect | Emotional openness, hallucinations, energy | Euphoria, empathy, increased emotional closeness | Sedation, reduced inhibitions, relaxation |
| Status in 1970s | Banned in 1970 | Legal until 1985; spread recreationally late 1970s | Legal until 1984; widely abused |
| Reputation | Psychedelic pioneer, early 'love drug' | Empathy-booster, 'Adam' in therapy, later rave drug | Aphrodisiac, party drug, hypnotic, 'love drug' |
| Duration | Longer than MDMA (6-8 hours) | Shorter than MDA (4-6 hours) | Dose-dependent, typically a few hours |
| Neurotoxicity | Considered more neurotoxic than MDMA | Less neurotoxic than MDA, but still a risk | Significant risk of overdose and dependence |
Why Were There So Many "Love Drugs"?
The existence of multiple "love drugs" in the 1970s highlights the ambiguity and evolution of drug culture. The term itself refers less to a specific chemical and more to a desired experience—one of emotional connection, openness, or lowered inhibitions. As one drug, like MDA, was made illegal, another, like MDMA, was discovered or popularized as a legal alternative offering a similar, albeit distinct, experience. Quaaludes, operating through a completely different pharmacological mechanism, met a similar desire for disinhibition and intimacy, proving that the "love drug" effect was not exclusive to a single type of compound.
The search for substances that could facilitate emotional intimacy was a hallmark of the 1970s counterculture, driven by a desire for a deeper, more peaceful, and more open society. However, the shifting legal landscape and differing pharmacological profiles meant that the path to achieving this chemical-induced love was a constantly changing one.
Conclusion: The Blurry Lines of Drug History
The question, "Which drug was known as the love drug in the 1970s?" does not have a single answer. In the early part of the decade, MDA was the primary candidate, a psychedelic empathogen popular in the counterculture until its ban in 1970. Its spiritual and therapeutic successor was MDMA, which briefly flourished legally in the late 1970s and early 1980s under the nickname "Adam" before becoming notorious as "Ecstasy". Simultaneously, the sedative Quaalude earned a widespread reputation for its ability to lower inhibitions and enhance sensual experiences. The title was a movable feast, reflecting a collective societal desire for chemical-assisted intimacy and connection. The history of the "love drug" in the 1970s serves as a powerful reminder of how drug reputations, legality, and use evolve over time, shaped by pharmacology, culture, and law.
For more information, see the University of California, Berkeley's overview on the early use of MDMA in psychotherapy.
