In November 2017, A Dutch end-of-life advocacy organization proclaimed on national television that they had identified a readily available, legal and ‘humane’ substance to end one’s own life. The name of the substance (sodium azide, SA) was not announced that day, but did spread via the internet. In this study, we investigated the deaths by ingestion of SA that followed this media-event. Forensic medical services covering a representative 73% of the Netherlands provided coroners reports on all suicides by ingestion of SA between 2015 and 2022. A total of N=172 deaths nu ingestion of SA were identified, representing 1.7% of all suicides and 7.3% of all auto-intoxications within the study period and region. The first case was detected in 2017, after which numbers readily increased to a peak of N=50 cases in 2021. We will present demographic characteristics of the people who died by ingestion of SA, as well as a number of clinical characteristics (e.g. history of mental health problems, prior suicide attempts, MAiD requests).