the face of addiction

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Senior Member
"And you should maybe go to prison or maybe go to a beachy place off the grid, where you can get, quote, unquote, "clean" and then return to your normal life. It's only very recently that we've come to appreciate that addiction is a disease. And, you know, I think that's happened for a lot of reasons. Our understanding of the brain is a lot better, certainly. The face of addiction has changed as well. You know, the opioid epidemic is..."

What do you think "the face" is? I think it could be either "the image of" or "the population people would associate with" addiction, but can't be sure which is it.

source: 'Mother Jones' Investigation Takes A Look At The World Of Drug Treatment Programs
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