Objective: analyze attitudes toward people with problematic drug use in the city of Loja, Ecuador. Method: a quantitative, cross-sectional, preliminary study using survey methodology aimed at collecting data on attitudes towards people with problematic drug use by residents in the city of Loja, Ecuador. The sample size is 121 individuals. This study is part of a multi-center investigation that involves 10 universities and a National Drug Council in Latin America. Results: the results revealed that attitudes toward people with problematic uses of alcohol are positive while attitudes toward people with problematic uses of other drugs such as marijuana and cocaine are ambivalent. It also shows that ambivalence prevails according to the majority of socio-demographic variables, differing in the masculine gender, people in the range of 18-29 years; those who lives with their partner; those who have a higher education than high school who have a positive attitude towards people with problematic uses of alcohol. And the scale that presents the greatest difficulties is the area of personal contact with negative attitudes towards the users of marijuana and cocaine. Conclusion: it is vital to continue researching about stigma, social distance and attitudes towards people who use drugs in the Ecuadorian context, its impact on treatment and social integration and the most appropriate information strategies to avoid stigma.