In a new measure aimed at promoting responsible alcohol marketing and public health, a coalition of the Kingdom’s major alcohol players has introduced the “Self-Regulatory Responsible Marketing Code”.

A signing ceremony for the new code of ethics was held at Phnom Penh’s Sofitel Phnom Penh Phokeethra on June 11.

The event – organised by Heineken, Cambrew, the Wine Spirit Beer Importers and Distributors Association (WSBIDA), and the Asia Pacific International Spirits and Wines Alliance (APISWA) – was the culmination of collaborative efforts by major stakeholders in Cambodia's alcohol industry and government bodies to ensure ethical advertising practices and mitigate the adverse impacts of alcohol consumption.

Supported by numerous signatories from all parts of the value chain, including international and local producers, distributors, and retailers, the coalition has invited more industry players to join them and commit to responsible marketing.

Minister of Information Neth Pheaktra opened the ceremony, expressing his support for the establishment of the self-regulatory code. 

“It's important to promote responsible publicity while maintaining security, public order and public health," he explained.

Mindfulness in advertising 

The code applies to all forms of commercial communications and advertisements related to alcoholic beverages which are conducted by the signatories or their marketing agencies.

“Key provisions include adherence to relevant laws, maintaining decency and honesty in advertising, and ensuring social responsibility in marketing practices,” according to the code. 

In addition, marketing efforts must respect individuals who choose to abstain from alcohol and must not present abstinence in a negative light.

“We understand that we cannot bring about positive change alone – and so we are honoured to take this significant step forward with our coalition partners, 13 companies in total, to launch the Self-Regulatory Code on Responsible Marketing,” said a representative of the coalition.

Members include Heineken Cambodia, Cambrew, WSBIDA – which represents nine companies and one co-alliance – and APISWA, which represents 11 international spirits companies.

Economic contributions, social challenges

“The growth of the alcohol industry in Cambodia has greatly benefited the national economy,” said Pheaktra, who also chairs the government’s Alcohol Control Working Group (ACWG). 

“The food and beverage processing industry, including alcohol, contributes to the national economy through tax payments, job creation and participation in social activities,” added Mak Pichrith, secretary of state at the Ministry of Commerce.

However, Pheaktra also highlighted the negative consequences of the industry's rapid growth and intense competition, warning that widespread and often aggressive alcohol advertising has led to social and cultural issues.

“Some alcohol promotions encourage customers, especially young Cambodians, to indulge in excessive alcohol consumption to win rewards. These promotions have led to traffic accidents and other health issues caused by irresponsible alcohol consumption,” he said.

He explained that some promotions appear to prioritise profit over any possible impact on society, such as using scantily clad women to promote alcohol products, which affects the traditions and dignity of Cambodian women and the nation's culture. 

In addition, he added, some breweries have used their commercial power to put pressure on media outlets that do not meet their advertising objectives, an act that violates journalistic ethics.

Correcting past errors

Following several recent high-profile incidents, such as young people picking up beer ring pulls in a Kun Khmer boxing arena – broadcast live on television – and a traffic accident near the Russey Keo Bridge that killed four and was caused by a driver who was under the influence of alcohol, the advertisement of alcoholic products has been closely scrutinised.

Pheaktra highlighted that excess alcohol consumption can lead to various problems such as traffic accidents, drug abuse, sexual offending and an increased risk of unsafe behaviour.

He explained that this is why the ACWG was established. The working group is led by the Ministry of Information, who collaborate with the Ministry of Commerce, the Ministry of Health, the Ministry of Industry, Science, Technology and Innovation, the Ministry of Interior, the Ministry of Posts and Telecommunications, the Office of the Council of Ministers and the Ministry of Culture and Fine Arts.

“The information ministry has met with representatives from the TV stations and advertising companies operating in Cambodia. We set out four main principles: banning alcohol promotion on stage, prohibiting MCs, artists, or influencers on social media from presenting ring pull prizes and encouraging others to drink alcohol. 

“Every alcohol advertisement must include health warnings, and need to include a significant number of educational messages," he said.

Protecting the next generation

A major focus of the code is the protection of minors. Advertisements must be designed and placed to target adult audiences. They should avoid the use of any elements that appeal primarily to minors, avoiding imagery, language or activities that might attract younger audiences. 

“We stand ready to engage with all partners, including the government. This self-regulation is one of our efforts on our shared journey to a better Cambodia,” the coalition representative told The Post. 

Andy Hewson, managing director of Heineken Cambodia, said the different companies had different shareholders and no common interest other than to promote the agenda of responsible consumption, the protection of minors and particularly the responsible marketing code.

Ong Daren, WSBIDA secretary-general, explained that the association, founded last year, unites beer, wine, and spirits companies. 

“We believe that implementing this code of conduct will protect young adult consumers, while at the same time educating minors below 18 years old to avoid consuming alcoholic products,” he said.

He added that, in partnership with the government, they hope that a legal purchasing age will be officially established in Cambodia very soon.

“As we know, the population is very young and so must do whatever we can for the sake of future generations of Cambodians,” he explained.

Industry, government commit to working together

The commerce ministry’s Pichrith reiterated the need for collaboration between all stakeholders to develop mechanisms and procedures, including regulations, laws and controls, especially concerning the regulation of alcohol products.

“Alcohol products can also be harmful if consumed inappropriately, which affects the health and safety of consumers, as well as social order,” he said.

Heineken’s Hewson emphasised the company’s commitment to responsible marketing and consumption. He also mentioned their sustainability strategy, known globally as “Brewing a Better World” and locally as “Brewing a Better Cambodia”. 

“We will take an active leadership role in encouraging all of the industry players to come with us, and we must improve together,” he said.

Nopakunkajorn Akira, senior marketing director of Cambrew, echoed this sentiment, noting the company’s long history of responsible business practices in Cambodia. 

“We believe that the best products give back to society. That's why we're here to create a positive beer and alcohol culture in the communities which we serve, which includes the markets that we serve around the world,” said Akira.