“…Measham, 2004Measham, , 2006Measham & Brain, 2005;Szmigin et al, 2008). According to these studies, aggressive alcohol marketing, the cultural normalisation of alcohol and other drug intoxication, and changes in night-time leisure economies have meant that young adults must negotiate complex contradictions between a market-driven society that emphasises excessive consumption and the increasing social regulation of such consumption.…”