This redefinition of deviant conduct attempts to change the standards for acceptable behavior. It is a process that allows individuals to present their identities in a positive and favorable light. This attempt at normalizing deviant behavior minimizes the secondary deviance that is attached to the behavior. One example of tertiary deviance is common on college campuses. Students purchase and use “study” drugs. These drugs include Adderall, Ritalin, and Vyvanse and are becoming increasingly popular among college students. Notice the name used, “study” drugs. This nomenclature helps normalize the behavior of students who are experiencing the pressures of studying, internships, and extracurricular activities. Students are purchasing illegal drugs (secondary deviance) but rationalizing that it is no more deviant than drinking alcohol and should not carry a stigma. Using “study” drugs is not viewed in the same way as using heroine or cocaine, and has become acceptable among college age students. Another example is the use of opioid pain reliever drugs. It is estimated that over 2 million Americans are addicted to these drugs. Seven out of 10 Americans have used opioids in their lifetime and approximately 17 percent reported using these medicines when not prescribed for them. One of the main reasons for the increase in the use of opioids is the greater social acceptability for using medications for different purposes than prescribed by physicians. The abuse of pain relievers is a national crisis that has created a unprecedented drug overdose epidemic. In many ways the relabeling of the use of “study” drugs and opioids as tertiary deviance is contributing to the social problem.