The government’s new campaign to require alcohol advertising to warn about its health dangers

Cambodia has launched a new campaign to regulate alcohol advertising, focusing on shifting from product promotion to public health education. Minister of Information Neth Pheaktra, who chairs the Alcohol Control Working Group, introduced the initiative at a workshop in Phnom Penh on 10 October.

The event brought together about 1,000 participants, including government officials, alcohol sellers, advertisers, and key opinion leaders, to establish new norms for alcohol advertising.

The campaign, aligned with Prakas 084 issued in July, requires alcohol advertisements to include educational messages about the dangers of alcohol consumption.

Billboards will now feature warnings such as “Drinking alcohol is bad for your health from the first glass” and “If you drink alcohol, do not drive,” with product images minimised.

The goal is to raise awareness of the health risks associated with alcohol, rather than promoting its consumption.

Regulations also ban alcohol ads targeting minors and limit alcohol advertisements on television and radio to between 6 pm and 8 pm. Physical ads are prohibited within 200 metres of schools and hospitals.

The Cambodian beer market, which has grown significantly in recent years, contributes to the country’s economy through tax revenue, job creation, and GDP growth.

Beer accounts for 88% of the alcoholic beverage market, with demand reaching approximately 1.1 billion litres in 2023, largely met by domestic production.

The market is dominated by low-cost beers, which have made beer more accessible to the general population.

Despite its economic contributions, alcohol-related harm is a growing concern in Cambodia. The new regulations aim to balance economic growth with social responsibility.

Pheaktra highlighted the importance of responsible advertising practices in a country with a high rate of beer consumption, ranking 21st globally relative to income. The campaign will start with 25 educational billboards in Phnom Penh and expand nationwide.