Abstract: The aims of this study is to demonstrate how perceptions of the concept of “alcohol abuse” have changed over time and to delineate variations among sub-groups of the Norwegian population. An initial survey was conducted in 1964 in 10 Norwegian cities. Follow-up surveys were conducted in 1989 and 2006 based on national, representative samples. From these samples presumably comparable sub-samples have been selected. The respondents characterised 18 different drinking situations as “abuse”, “not abuse” or “doubt”. The 18 drinking situations were constructed based on combinations of three degrees of drinking frequencies, three degrees of intoxication and two degrees of sociability. The different combinations were presented to the respondents on cards, and in a random order. Norwegians’ perceptions of alcohol consumption have undergone major changes, particularly with respect to perceptions of what constitutes “alcohol abuse”. In general, views have become more liberal and permissive. A shift in perceptions since 1964 was already manifest or: evident in 1989, but this has developed further in the same direction since then. The more people drink, the more liberal are their views on what is “alcohol abuse”? This applies both on individual and aggregated levels. Perceptions of drinking practices, especially of “alcohol abuse”, have shifted with the change in average alcohol consumption. The higher general consumption the more drinking is allow before it is perceived as abuse. This is probably a reciprocal process with no specific causal direction, but obviously influenced by external factors, such as economic and cultural globalisation, tourism and generally more liberal views on many other facets of society and social life.