Abstract
Introduction
The harmful use of alcohol contributes to 5.1% of the global disease burden and causes 3 million deaths annually. From 2003 to 2016, alcohol consumption among Cambodians aged 15 years and older increased from 4.6 liters to 6.7 liters per person. Cambodia has recently introduced rules and procedures for regulating alcohol advertising products; however, these laws have not been fully implemented, and only a partial ban has been enforced. This study aims to explore how alcohol advertising, promotion, and sponsorship influence the attractiveness and perceptions of alcohol use and social norms among youth.
Methods
This study employed a qualitative research design in which youth who were current drinkers aged 18–25 years were purposively recruited from two universities in Kratie Province. We included twelve focus group discussions (FGDs) in which there were 6 male and 6 female groups. Each FGD consisted of 10 youths. Moreover, 6 in-depth interviews (3 males and 3 females) were included to gain insight into individuals’ understanding, perspective toward alcohol advertisements, social norms, and personal experience using alcohol. In total, we reached 126 students. Thematic analysis was used to analyze verbatim transcripts and notes.
Results
Alcohol advertising that appealed to young adults featured by celebrities or idols who acted as role models or individuals sharing stories of life struggles, dreams, and fame. Moreover, prizes such as cars, motorcycles, or money and attractive alcohol packaging (e.g., colorful designs and bottle shapes) could influence youth’s attention. The types of alcohol advertising included broadcasts of concerts, music bands, and sporting events. Young adults perceived alcohol advertising and alcohol products as safe and legal. Some even believed that alcohol has medicinal properties and can help individuals with mental illness. However, the study revealed that changing social norms are crucial. Young adults view alcohol consumption as a social necessity to fit into society, avoid social stigma, and strengthen friendships, leading them to drink alcohol.
Conclusion
In Cambodia, alcohol advertising is diverse, utilizing various forms and strategies to attract young adults to drink alcohol, often without their awareness. Additionally, the new laws still have significant gaps that need to be addressed. Stricter regulations and enforcement are required to restrict alcohol advertising, promotion, and sponsorship, with a particular emphasis on the specific forms and types of advertising that target young adults. These measures are essential to protect young adults from the harmful effects of alcohol consumption.