A new prakas announced on July 31 aims to reduce the negative impact of alcohol advertising. Post Staff
In a move aimed at ensuring social order, public welfare and fair competition, the government has issued a new prakas to regulate the advertising of alcoholic products.
The alcohol product advertising management working group will oversee the implementation of these regulations, which took effect on July 23.
The new prakas, announced on July 31, outlines comprehensive procedures and rules for alcohol advertising, emphasising the need to protect national culture and minimise the economic impact associated with alcohol consumption.
“The regulations apply to all alcoholic products containing more than 3 per cent ethanol by volume and cover all forms of advertising, including digital media,” states the prakas signed by Neth Pheaktra, who leads the group.
It stipulates that the advertising of alcoholic beverages is permitted only with prior authorisation from the working group. Advertisements must adhere to several strict principles designed to curb excessive promotion and safeguard vulnerable populations, particularly minors.
The prakas mandates that alcohol advertisements must not feature exaggerated or misleading claims about alcohol's effects, and they are prohibited from using images suggesting enhanced sexual performance or attractiveness.
It forbids ads involving on-stage consumption of alcohol or targeting minors. Advertising is restricted on TV and radio between 6pm and 8pm, and physical ads cannot be placed within 200 metres of schools and hospitals.
“Furthermore, ads must avoid violent or inappropriate content that affects Cambodian culture and must include a clear educational message, such as ‘Please do not drive while drinking’, occupying at least 25 per cent of the ad space,” the prakas states.
Individuals or entities wishing to advertise alcohol products must apply for a permit through the ‘one window service’ mechanism of the working group’s secretariat.
Applications can be submitted online or in person during working hours, Monday to Friday. Key opinion leaders (KOLs) and legal entities already involved in alcohol advertising must obtain permission within three months of the signing of the prakas.
The secretariat of the working group is responsible for verifying application requirements and issuing electronic permits within seven working days.
The prakas is a collaborative effort between the secretariat, the private sector and relevant authorities to ensure effective implementation and compliance.
"The importance of these regulations lies in promoting a balanced approach to alcohol advertising that respects Cambodian culture and public welfare," it states.
According to the prakas, the new measures will help reduce the negative impact of alcohol advertising and promote fair competition within the industry.
