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J Bung-on Ritthiphakdee

Alcohol consumption and control in Thailand

J Bung-on Ritthiphakdee
Thai Health Promotion Foundation

In Thailand, alcohol has been used for rituals for centuries. However, it has now become a major public health problem. It is a significant impediment to the economic development and social well being of the people.

According to the United Nation's Food & Agriculture Organization (FAO), Thailand ranks fifth worldwide in consumption of alcohol, behind South Korea, the Bahamas, Taiwan and Bermuda.

Consumption

Available evidence suggests that the number of alcohol drinkers is increasing. The latest survey in 2001 found that the number of drinkers increased from 13.7 million in 1996 to 15.3 million in 2001 or increased 2.3 per cent per year.

Among these 15.3 million drinkers, 13.0 million are males (55.9 per cent of the same age group) and 2.3 million are females (9.8 per cent). The highest prevalence is among people at 25-39 years of age (39.3 per cent), and young people at 15-24 (21.6 per cent).

However, Lakhana Termsirikulchai and Poranee Wattanasomboon (1998) conducted a study on behaviours and factors related to alcohol consumption among 1,141 students aged 15-24 in Bangkok from September to October 1998. The study revealed that of 624 male students, 334 (53.5 per cent) drank alcoholic beverages and of 517 female students, 130 (25.1 per cent) did so.

Marketing

During the past decade, Thais have tended to consume more alcohol. It was found that the rates of liquor consumption increased from 20.2 litres/person in 1988 to 35.6 litres/person in 1997 and beer consumption rose from 6.5 litres/person to 41.5 litres/person during the same period. After the economic crisis, in 1998 the consumption rates dropped to 28 litres/person for liquor and 35.3 litres/person for beer.

However it started increasing again, particularly beer, due to the market liberalization and aggressive marketing and advertising by the alcohol companies in 1999-2000.

According to the Department of Industry, there has been an increasing number of beer and wine factories in the past five years. In 1992, there were only two beer factories and these increased to six factories in 1994, 12 factories in 1996, and 18 in 1999.

Since late 1995, the "Ready to Drink" or alcoholic fruit juice has been imported into Thailand and increasingly played a greater role in the alcohol market in Thailand, targeting young people, particularly women. There are currently fifty brands available.

Beside product development, alcohol companies use advertising and marketing to increase the number of consumers. In 2000, alcohol companies spent 2,500 million Baht on advertising. According to Media Data Resources, 19.09 billion Baht was spent during January to May 2000, with companies selling alcohol, home appliances, cosmetics, milk, and soap, increasing their outlay by as much as 60 per cent. A study by Foundation for Consumer found that 78 per cent of the alcohol advertising spending is on television and the most heavily advertised product is beer.

Besides direct advertising on television and other media, alcohol companies also use ingenious ways to promote their brands, particularly to young people. These strategies included:

  • Sport sponsorship

  • Sponsorship of popular TV variety programs

  • Philanthropy activities

  • Organise beer festival during November-December.

  • Sponsor party night

  • Cut the price

Measure to reduce alcohol consumption

Although alcohol is a major public health problem in Thailand, a policy to curb this is not clearly formulated. There is, however, legislation to cut alcohol consumption and reduce harm caused by alcohol as follows:

  • Banning sales to under 18s

  • Warning labelling on alcoholic beverage containers and advertising "alcohol decreases driving ability"

  • Restrict alcohol advertising: for beverages containing alcohol more than 15 degrees - this is banned on radio and television during the period 05.00-22.00

  • Blood alcohol concentration limits for drivers (0.05G per cent)

In conclusion, Thailand needs a stronger policy and a strict enforcement mechanism as well as effective community based programmes to curb the increasing trend of alcohol consumption and the public health impact caused by alcohol.