The study found that while there was widespread acceptance of a ‘culture of intoxication’ amongst young adults, the findings also suggested that they were well aware of alcohol-related harms, often on the basis of first-hand experience. This fundamentally experiential approach needs to be recognised in public health strategies, for messages that are discordant with the views of young adults are likely to be ineffective. It also suggests that peer education could be an effective public health approach.
