A qualitative exploration of the Thai alcohol policy in regulating alcohol industry's marketing strategies and commercial activities

Abstract

Introduction and Aims. The recognition of the association between the use of alcohol and negative health outcomes have led to the endorsement of the World Health Organization's global strategy to reduce the harmful use of alcohol. Given the capacities, capabilities and sociocultural contexts of Thailand, this study aims to examine the Thai alcohol policy against the global strategy's recommended policy measures for marketing control and identify areas for further policy development. Design and Methods. Semi-structured interviews were conducted with the stakeholders from three sectors: the government, academia and civil society. Their perceptions of the Thai alcohol policy in regulating alcohol industry's commercial strategies and activities were discussed. Audio data were transcribed verbatim, systematically coded and thematically analysed. Results. Although the Thai Alcohol Control Act meticulously regulates the content of direct alcohol marketing, the volume of marketing and indirect alcohol marketing have become problematic and difficult for the government to address. The industry has worked to normalise the consumption of alcohol through repetitive brand exposure and their suggestion that drinking was integral for socialisation. The control of alcohol sponsorship was politically sensitive and legally ambiguous because alcohol sponsorship seemed to provide economic and social benefits and further reinforced the industry's positive image. Discussion and Conclusions. Despite the strict alcohol policy, gaps in the marketing regulations exist. Future policy development should place greater emphasis on alcohol sponsorship and branding through evidenced-based interventions. The interactions between the government and the industry should be monitored and restricted. Rigorous regulations, as seen for tobacco, are encouraged for alcohol marketing. [Kaewpramkusol R, Senior K, Nanthamongkolchai S, Chenhall R. A qualitative exploration of the Thai alcohol policy in regulating alcohol industry's marketing strategies and commercial activities. Drug Alcohol Rev 2019;38: [25][26][27][28][29][30][31][32][33]

Factors related to substance use among adolescents from six low-and middle-income countries

“…Opium, heroin, and methamphetamine are being smuggled at the Thai border ( ONCB, 2013 ). Moreover, the volume of alcohol marketing have been problematic for Thai government due to alcohol industry supporting drinking as an integral part of socialisation to provide economic and social benefits ( Kaewpramkusol, Senior, Nanthamongkolchai, & Chenhall, 2019 ).…”

Barriers and Facilitators to the Implementation of Effective Alcohol Control Policies: A Scoping Review

“…These included resource constraints, legal loopholes and complications of law, insufficient evidence and lack of monitoring systems to support policy implementation, a low priority among responsible authorities and decision-makers, and limited capacity of implementers and implementing agencies. First, ten out of nineteen studies found resource constraints, such as materials, human resources, and the high workload of police officers, were barriers [ 11 , 17 , 18 , 23 , 26 , 27 , 28 , 29 , 30 , 31 ].…”

“…Second, six studies reported that legal loopholes and legal complications (e.g., requiring precise law interpretation in practice, unclear roles of responsible authorities in legislation) can be a bottleneck for policy implementation [ 11 , 15 , 20 , 26 , 28 , 30 ]. For example, the study in Thailand addressed legal loopholes in alcohol marketing control; advertisement of alcohol products is prohibited, but not non-alcoholic products.…”

“…For example, the study in Thailand addressed legal loopholes in alcohol marketing control; advertisement of alcohol products is prohibited, but not non-alcoholic products. The alcohol industry seized this loophole to promote alcohol brands by using non-alcoholic products [ 11 ]. Another example related to the interpretation of the law from different stakeholders is found in the study conducted in England; the government introduced cumulative impact policies, which provides power to local authorities to grant or not grant alcohol licenses by considering the impact of alcohol licenses to areas.…”

“…Third, six studies addressed a lack of evidence [ 13 , 16 , 21 , 31 ] and monitoring systems [ 11 , 18 ] to support alcohol policies. Most referred to the need for local evidence for supporting decisions in the licensing application process.…”