Aims: This paper explores young people's own opinions about how the "drinking to get drunk" culture can be changed. More precisely, the two objectives of this study were to explore: (1) whether young people viewed binge drinking as a real "problem"; and (2) what they thought could be done to reduce binge drinking. Methods: Forty in-depth interviews and four focus group discussions were held with young binge drinkers aged 18-25 years. Participants were recruited from nine different community-based sites in Caerphilly Borough County, South Wales (a binge drinking "hot-spot"). Findings: On the whole, most young people did not classify themselves as binge drinkers, with drinking considered to be part of a normal and fun existence. Although some people thought nothing would work to stop binge drinking, other responses included: shock-tactics that young people could relate to (i.e. experiences of peers rather than "diseased livers"), witnessing and reflecting on antisocial and embarrassing behaviour, acknowledging the likelihood of regretted sexual experiences, and greater enforcement of not purchasing alcohol when drunk. Conclusion: These findings highlight the importance of a more understandable definition of binge drinking, perhaps based on being drunk rather than units. Also, opinions suggest that youth-, culturally- and ethnically-specific interventions are likely to be more effective. To close, the paper emphasizes the importance of any intervention having the full support of a methodologically sound and rigorous evaluation. (Contains 1 note.)