Managing Alcohol Advertisement: Key Provisions of the New Regulation
Following the recent establishment of Alcohol Product Advertising Management Working Group (“Working Group”), Ministry of Information issued Prakas No. 084 dated 23 July 2024 on Formality, Procedure, and Measure for Alcoholic Drinks Advertisement Management (“Prakas No. 084”). Prakas No. 084 outlines procedures and rules governing the advertising of alcohol products to ensure social order, public welfare, minimize economic impact, protect national culture, and promote fair competition.
Key Provisions
This Prakas applies to the advertisement of alcohol products with an ethanol content exceeding three percent (3%) by volume, in all forms and by all means, including digital platforms, within the Kingdom of Cambodia
Upcoming Requirements for Alcohol Advertising
| Section | Requirements |
| 1. General Authorization | Alcohol advertising is permitted only with the authorization of the Working Group.
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| 2. Content Restrictions | · Exaggerations or Misrepresentations: Advertisements shall not include exaggerations or representations that deviate from reality. · Sexual Implications: Images suggesting that alcohol consumption enhances sexual performance or attractiveness, leading to sexual relations, are prohibited. · Indecent Imagery: The use of violent, obscene, or indecent imagery that contravenes Cambodian cultural values, traditions, honor, and dignity of women is prohibited. · Health and Safety Claims: Any suggestion that alcohol offers health or nutritional benefits, or can prevent or treat diseases or conditions, is prohibited unless permitted by law. |
| 3. Audience and Targeting | · Minors: Targeting minors or involving them in any alcohol-related advertisement is prohibited. · Cultural and Religious Respect: Advertisements shall respect individuals, including cultural and religious figures, the ill, pregnant women and others. |
| 4. Time and Location Restrictions | · Broadcasting Hours: Advertising or promotion of alcoholic products is banned between 6:00 PM to 8:00 PM on all television and radio channels, except for simple logo or product name displays. · Proximity to Sensitive Locations: Advertising of alcoholic products in any form or by any means is prohibited within two hundred (200) meters of educational institutions, healthcare facilities, religious institutions, cultural and historical sites, and international airports. |
| 5. Behavioral Depictions | · Stage and Program Restrictions: Depictions or allowances of alcohol consumption by the audience on stage during any program are prohibited. · Host Endorsements: Program hosts are not permitted to promote alcohol products in a manner that encourages or endorses consumption during broadcasts. · Vehicle Operation: Depictions of alcohol consumption before or while operating motor vehicles (car) or other types of vehicles are prohibited. · Social Success and Pride: Advertising that implies alcohol consumption is a prerequisite for social acceptance, success, or national pride is prohibited. |
| 6. Advertising Medium | · Digital and Social Media: Alcohol advertisements disseminated through electronic or digital means, including social media, shall include a warning message prohibiting minors from accessing the content and ensure that such advertisements are not directed towards minors. |
| 7. Educational Messages | · Mandatory Warnings: All alcohol advertisements shall include a clearly visible educational message, such as “Do not consume alcohol and drive” or “Consume alcohol responsibly,” occupying at least one-quarter of the advertisement’s space. |
| 8. Compliance with Laws | · Legal Adherence: Any advertising of alcoholic products that does not comply with the applicable laws and regulations of the Kingdom of Cambodia is prohibited. |
Location Permit for Billboards and other promotional materials
Local authorities shall issue location permits for billboards and promotional materials, following current laws and regulations, facilitated through the one-stop-shop mechanism after authorization by Working Group.
Authorization Requirement for Advertisers
Individuals (including Key Opinion Leaders (“KOLs”), traders, and legal entities currently advertising alcohol or providing related services shall obtain authorization from the Working Group within three (3) months from the enforcement date of Prakas No. 084. Unregistered advertising companies are required to complete their registration within the same period, and media outlets are permitted to advertise only approved alcohol product content.
If you have any queries on the above, please feel free to reach out to any of the contributing authors below:
Contributing Authors:
Panha PISETH
Partner | Head of Compliance
+855 12 738 876
Sopheareach PRUM
Paralegal
+855 81 886 274
prum.sopheareach@soksiphana.com
[Disclaimer: The information provided herein is for the reader information only and is not intended to offer any form of legal advice. Always obtain formal legal advice from qualified legal counsel with respect to this matter]
