Advertising and social media increasingly portray alcohol as key to a fun, modern lifestyle. Some young people and impressionable adults also see rewards and prizes as genuine incentives for drinking.

The promotion of alcohol is pervasive, from social media and billboards in major cities to banners in towns, communes and even remote villages.

A recent televised boxing event even featured an exaggerated advert where young people opened beer cans, competing for prizes and drinking in the centre of the ring.

Many voices are now advocating for enhanced education and reduced publicity as the most effective solution to excessive alcohol consumption.

Sok Soenghak, a 30-year-old resident of Phnom Penh’s Kakab commune in Por Sen Chey district, shares his experiences with alcohol.

He says he began drinking at age 17 and describes social pressure and self-indulgence as the main factors behind his drinking. He adds that he feels a sense of something missing when abstaining from alcohol in social settings.

“Drinking loosens things up and helps me de-stress,” he says.

He adds that he has concerns about rewards-based alcohol advertising, believing it fuels his own consumption. He hopes for prizes like others in the ads, but acknowledges the reality of health problems, traffic accidents and missed work, all caused by alcohol.

“Seeing prize giveaways for cars, motorbikes and even money in alcohol ads definitely make me want to drink more. It always makes me feel like drinking, in case I could win a car or a motorcycle,” he says. 

He also notes that education raises awareness of alcohol-related problems, highlighting issues like traffic accidents and domestic violence during intoxication.

Sun Chheko, a resident of the capitals’ Phleung Chheh Roteh commune in Kambol district, advocates for banning alcohol advertising, arguing it reaches beyond alcoholics and influences vulnerable populations, including children. He further opposes reward and prize promotions believing they motivate people to drink.

He proposes public awareness campaigns which spotlight the negative effects of alcohol, including sharing data and creating pro-and-con video comparisons. He also suggests increasing taxes on alcohol sales, production and importation.

“While alcohol sales contribute to state revenue, we must carefully weigh that against the loss of human resources. Yes, alcohol is part of the economy, but it’s crucial to consider its impact on the nation and its people,” he says. 

Sok Vong, a resident of Krang Thnong commune in Phnom Penh’s Sen Sok district, believes that alcohol promotion is detrimental to society.

He says that with daily occurrences of traffic accidents, largely attributed to alcohol, advertising on street billboards is inappropriate.

“It affects people, both young and old, who accept drinking, alcohol sales, domestic violence and alcohol-related accidents as common occurrences in our society,” he explains.

“The widespread advertising of alcohol fuels these issues. Sellers, bombarded by these ads, prioritise profit over consumer safety, allowing underage purchases. Kids see parents drinking, sometimes joining in, and learn it’s normal. This distorted perception, fuelled by excessive publicity, makes them believe a party without alcohol isn’t fun,” he says.

Following a public outcry, prominent comedian Neay Kroeun has cancelled an upcoming campaign for a well-known alcohol producer. 

Kroeun, one of the Kingdom’s most popular performers, took to social media on February 12 to promise that he will never endorse something which harms his beloved Khmer society again.

He added that he has torn up a contract, worth tens of thousands of dollars, for an upcoming advertising campaign for a local alcoholic beverage manufacturer.

“From today on, you will never see me promoting alcohol for the rest of my life,” he promised.

Building awareness

Hong Vanak, an economics researcher at the Royal Academy of Cambodia (RAC), identifies two intertwined factors influencing alcohol consumption: socio-cultural traditions and economic realities.

He says past efforts addressed both aspects. Educational campaigns were widely run, with involvement from the Ministry of Health, which announced consumption limits. Civil society organisations also conducted educational outreach.

Socially, he says the dangers of excessive alcohol consumption are well-known, but emphasises the importance of each individual’s understanding, acceptance and practice of abstinence.

Economically, he recognises the benefits the alcohol industry brings, and cautioned against infringing on their rights, as it could hinder economic development.

“Banning production or imports isn’t the answer. Instead, we need stronger public education on the dangers of alcohol and tighter restrictions on advertising,” he suggests.

Ministry of Education, Youth and Sport spokeswoman Khuon Vicheka says alcohol awareness education is woven into several secondary and primary school subjects, including language, morality-civics and history. This aligns with the ministry’s goal of cultivating well-rounded citizens, who are equipped with knowledge, skills and ethics that benefit both their nation and the world.

“We integrate alcohol awareness into Khmer language classes, where we leverage Buddhist teachings and real-life examples to highlight the social and educational consequences of substance abuse. This mainstreams positive, abstinence-based messages,” she says.

Vicheka adds that the ministry collaborates with provincial education departments to reinforce internal regulations. New guidelines issued for the 2023-2024 academic year cover not only alcohol education but also broader topics like morality, community living and acceptable behaviour within schools.

Culturally conscious

On January 23, during the Ministry of Information’s annual meeting to review its 2023 work and set its direction for 2024, Prime Minister Hun Manet addressed the issue of exaggerated alcohol advertising on television. While on a mission abroad, he was informed about a recent live broadcast, where young people were seen opening cans of beer and drinking alcohol on stage during a boxing event with a large audience.

He immediately instructed the information ministry to halt such broadcasts and warned presenters against promoting alcohol consumption on stage at live events.

“Billboard advertising is one problem, but it needs to come with educational messages like ‘Don’t drink and drive’. Boxing events are another issue, and nobody should be allowed to drink beer in the ring. TV stations must stop showing this,” Manet said.

On January 9, the information ministry issued a firm warning to media outlets, producers, distributors and importers of alcohol, regarding their advertising practice. They must strictly adhere to the ministry’s circular, which prohibits the use of reward-based promotions, words encouraging excessive consumption or people under the age of 18 appearing in advertisements. These measures aim to protect cultural values, women’s rights and curb harmful drinking habits. 

As per the Prime Minister’s directive, all alcohol advertisements must now include either “Drink Responsibly” or “Don’t Drink and Drive” warnings. 

The ministry has granted a grace period for complying with the regulations, but warns that blatant violations will result in immediate action.

Kep provincial governor Sam Piseth recently cracked down on excessive alcohol advertising, ordering inspections of billboards at key tourist destinations. Billboards deemed inappropriate must be removed and replaced with “decorations appropriate and attractive to tourists”.

While acknowledging advertising revenue benefits the state, Piseth stated that “inappropriate or unnecessarily excessive” billboards will be promptly dismantled.

“It’s not about the revenue, it’s the service provided. I’m dismantling anything inappropriate. We all need to work together on this. Refer to the information ministry’s proclamation, check those advertising labels,” he said, at the time.

Well-being wins

Phos Sovann, director-general of Information and Broadcasting at the information ministry, says that following the ministry’s directive, he is optimistic that media outlets, alcohol manufacturers, distributors and importers will adapt their advertising and social media campaigns to align with social norms and best practices.

“Since the inception of our discussions, all station owners have committed to adhering to the principles outlined by the Prime Minister. The media, including television channels, have pledged to ensure compliance. Manet reiterated the importance of this commitment, which has been endorsed by business leaders,” he explains.

On January 9, the Ministry of Health issued a statement outlining the health risks associated with alcohol consumption. 

“Excessive drinking increases the likelihood of chronic diseases such as liver damage leading to cirrhosis, a weakened immune system and mental health issues like depression and anxiety,” it said.

It added that heavy alcohol use also elevates the risk of various cancers and heart diseases, as well as high blood pressure, strokes and heart attacks. 

The ministry also warned that pregnant women who drink risk foetal alcohol syndrome (FAS), which can cause lifelong developmental disabilities in their child. The ministry emphasised responsible drinking to protect overall health and well-being.