The Phnom Penh Post, 14-02-2024
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.
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.