Minister of Information Neth Pheaktra, chair of the Alcohol Control Working Group (ACWG), launched a dissemination workshop on October 10 focusing on the country’s alcohol advertising prakas and the "goodwill" campaign. 

Held in Phnom Penh, the event brought together about 1,000 participants, including government officials, alcohol sellers, advertisers, media, artists, influencers and key opinion leaders (KOLs) with the aim of establishing new norms for alcohol advertising across the nation.

The campaign seeks to shift the focus of advertisements from product promotion and toward public health education. 

Instead of traditional marketing strategies, alcohol brands will use billboards to promote educational messages about the risks of alcohol consumption. 

Pheaktra emphasised that the initiative is not designed to encourage drinking but to promote responsible advertising that reflects the industry's social responsibility.

“This workshop is not intended to promote or encourage alcohol consumption, but rather to improve the regulation of alcohol advertising and promote social responsibility among alcohol producers,” said Pheaktra.

“We aim to balance economic benefits with social welfare through responsible marketing practices,” he added. 

Prakas 084, a regulatory decree issued in July, introduces measures to control alcohol advertising. 

It applies to products containing more than 3 per cent ethanol and covers all forms of media, including digital platforms. 

Key regulations include banning ads that target minors, restricting TV and radio alcohol ads to between 6pm and 8pm, and prohibiting physical advertisements within 200 metres of schools and hospitals.

One of the central elements of the campaign is the requirement that all alcohol advertisements feature educational messages.

The messages include "Drinking alcohol is bad for your health from the first glass", "If you drink alcohol, do not drive" and "Drinking alcohol can lead to social, family and sexual violence", with the product image minimised and placed below the warning.

These advisories are intended to educate the public about the dangers of excessive alcohol consumption while allowing the industry to continue advertising in a socially responsible manner.

Pheaktra announced that the campaign will begin with the placement of 25 billboards in Phnom Penh, featuring educational messages supported by alcohol companies. 

“We will launch this initiative in Phnom Penh first, and I hope it will expand to the provinces soon,” he stated.

The Cambodian beer market has seen substantial growth in recent years, contributing significantly to the country’s economy. 

Beer sales have been steadily recovering, although not reaching pre-pandemic levels.

He stated that there are currently seven major breweries in Cambodia, five of which are operated by Cambodians and two by foreign companies.

After the fall of the Khmer Rouge regime, Cambodian breweries were almost entirely owned by foreign companies. The first Cambodian producer was established in 2011.

Pheaktra stated that, according to statistics from the Departments of Taxation and Customs and Excise in 2023, Cambodia’s demand for beer was approximately 1.1 billion litres, with 98 per cent supplied by domestic production. Imports account for only around 11 million litres.

Among alcoholic beverages, beer made up roughly 88 per cent of the market, primarily dominated by low-cost beers, which represents a larger market share than in most other ASEAN countries.

According to a 2022 study by Japanese food and beverage company Kirin Holding, Cambodia ranks 21st in the world for beer consumption relative to annual income, with an average of 72.2 litres consumed per person each year, equivalent to 218 cans or $136 annually.

The beer sector contributes to the national economy through tax revenue, job creation and GDP growth.

It created 3,393 jobs in 2019, increasing to 4,803 by 2023 across production, distribution and sales stages. Additionally, the sector supports tourism and sports.

According to the minister, regardless of GDP, China consumes the most beer in the world, followed by the US, Brazil, Mexico, Germany and Vietnam, with Thailand ranking 22nd.

"Factors that motivate Cambodian people to drink more beer include its affordability, a wide variety of brands, a legal framework for controlling the production, distribution and consumption of alcohol that is not yet very strict and habits and lifestyles associated with beer. The beer strategy is very comprehensive and competitive," Pheaktra explained. 

Despite its economic contributions, Pheaktra highlighted the need for the industry to engage in responsible marketing practices, especially in a country where alcohol-related harm is a growing concern. 

“A growing population and Cambodia’s leadership in ASEAN have contributed to a booming beer market, but we must ensure this growth is balanced with social responsibility,” he noted.

During a roundtable discussion at the workshop, industry representatives expressed their support for the new regulations. 

Heng Helen, sustainability manager at Heineken Cambodia and representative of the coalition behind the self-regulated responsible marketing code, reaffirmed the company’s commitment to promoting responsible advertising practices. 

“We launched [the code] in June this year to pave the way for industry standards in Cambodia. We invite all alcohol companies to join us in strengthening responsible marketing as a shared agenda,” said Helen. 

She said that as an international brewer, responsible marketing is integrated into Heineken’s operations.

Sreng Chanmalika, representing an alcohol advertising company, also emphasised the importance of protecting vulnerable groups from the negative impacts of alcohol advertising. 

"Advertising is not just about promoting a product – it is about ensuring that the message we send out does not harm society, especially our youth," she said.