This was an exploratory qualitative study, with young people from three areas in one state of Australia. We did not collect demographic data from the participants, other than age and gender, and thus cannot comment on the extent to which they are representative of the general population of young people in these regions. Further, while exposure to POS promotions and drinking patterns are similar in other states, caution should be exercised in generalising these findings beyond New South Wales. As the aim of the present study was to assess awareness of (and responses to)