In Australia, it is illegal to serve alcohol to intoxicated individuals, yet controlling intoxication still remains a severe public health issue. Concerns surrounding intoxicated individuals relate to their health and safety, as well as the safety and wellbeing of others in the community. The purpose of this study has been to examine why staff at licensed premises continue to serve to intoxication despite current laws and interventions. The study highlights societal and cultural acceptability of intoxication through participants' experience with intoxicated patrons, regardless of location or type of venue. A holistic approach that employs multifaceted prevention, intervention and enforcement systems is needed to facilitate cultural change and restructure social norms in relation to how alcohol is served and consumed in licensed premises. The findings highlight the challenges of responsible service across Australia and the many influences impacting on providing such service. (Conclusion, edited)