Honestly, I don't think it's people being naive, I just think they don't care.
I think so many people view football as a sport you can succeed in without drugs, that there isn't as much interest in unveiling a drugs scandal in football.
I'm not saying that drugs aren't effective in football. Obviously PED's can improve a footballer in many aspects; physical fitness improvements can lead to technical improvements etc...
It happens in football but I don't think it's widespread. If it happens it's more than likely an individual going away and doing it themselves and not a whole team doping. It's not like individual sports; cycling and athletics where if one person does it then they have a massive advantage. There are more permutations in football which is why I think people are less arsed about catching anyone doping.
I think you'd only ever get a drugs scandal in football if a top top player was caught or a whole team was doing it. Leicester 2015/16 are the most obvious candidates for this, not saying they did but if any team was doping then it would have been them. However, nothing happened there, so they either weren't or nobody was really arsed.