A REVIEW OF ALCOHOL ADVERTISING CONTROL MEASURES IN THAILAND

Abstract

This research investigates the regulatory measures governing alcohol beverage advertising in Thailand, with a particular emphasis on Section 32 of the Alcoholic Beverage Control Act B.E.2551. While these measures aim to provide comprehensive protection for both youth and the general population, they fall short of effectively achieving their objectives of regulating advertising and promoting public health concerning alcohol consumption. Businesses persist in employing a range of direct and indirect advertising strategies, despite existing legal constraints. Moreover, the stringent controls and broad jurisdiction established by Section 32 may result in ambiguous interpretations and inconsistent enforcement, thereby impeding the operational and advertising freedoms of manufacturers, importers, and advertisers within the alcohol industry. Additionally, this legislation does not fully adhere to constitutional principles, particularly in relation to economic strategies and reforms. The study advocates for a thorough examination of the pertinent laws and regulations to identify effective approaches for fostering responsible alcohol advertising. It recommends amendments to strengthen the control measures articulated in the Alcoholic Beverage Control Act B.E.2551, specifically focusing on refining content restrictions, timing, location, and guidelines for responsible alcohol consumption practices. This research underscores the necessity for a more coherent regulatory framework that effectively balances public health imperatives with the operational needs of the alcohol industry.