Abstract
Alcohol marketing and advertising are critical factors influencing youth’s attitude toward alcohol
consumption and consequently heavy drinking and related problems. This study describes situation on,
gaps of, and opportunities for alcohol marketing and advertising control in Thailand. The study analyzed
two issues: the policy or measure on alcohol marketing and advertising, and the body of knowledge on
alcohol marketing and advertising in Thailand. The documentary review of regulations on alcohol marketing
and advertising control in Thailand found that the current laws could partially control the marketing
and advertising of alcohol. There were technical problems in interpreting the laws. Furthermore, regulators
and the public lacked of understanding the laws. Additionally, alcohol marketing and advertising
strategies had been developed every time which led to needs of knowledge to understand the new situations.
Finally, there had been no study in Thailand in particular a longitudinal study to examine effects of
marketing and advertising on alcohol consumption. Therefore, the development of knowledge together
with improvement of the laws is urgently needed to effectively control alcohol marketing and advertising
in Thailand.
