PHNOM PENH: Cambodian businesses will be prohibited from offering prize-based promotions on beverage and alcohol products starting Oct 1, according to a notice issued by the Ministry of Economy and Finance on May 5.
Companies will no longer be allowed to offer prizes or import or produce product packaging — such as bottle caps or ring pull tabs — that include prizes, for both alcoholic beverages and soft drinks.
The directive follows direct guidance from Prime Minister Hun Manet, and aims to strengthen regulation of the domestic beer and non-alcoholic beverage sectors.
At present, the kingdom has no alcohol regulatory consumer guidelines in place, such as licensing or minimum age requirements.
Under the new policy:
Prize promotions via can tabs, bottle caps, or any other format for alcoholic beverages must end by the end of Q3 2026.
The same applies to sugary drinks — especially energy drinks — with all prize-based marketing schemes to be fully discontinued by that deadline.
From Oct 1, all such promotional mechanisms will be completely banned, including the production or import of packaging designed for prize giveaways.
The ministry instructed the General Department of Taxation to ensure effective implementation of the measure, emphasizing fair competition and improved regulatory compliance across the sector.
The move follows earlier discussions within the Council of Ministers and relevant ministries — including Economy and Finance, Commerce and Information — after some beverage and alcohol companies, notably including Heineken Cambodia, raised concerns about uneven competition caused by prize-based marketing campaigns.
Previously, the government allowed a transition period of six months to one year for companies to prepare for the ban. That transition is now ending, with a firm nationwide prohibition taking effect this October. - The Phnom Penh Post/ANN
