Alcohol-Branded Merchandise and Alcohol Consumption in Thai Youth : a Loophole for Brand Advertising and Legislation Crisis in Thailand
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Abstract
Although Thailand has a policy to regulate advertising of alcohol products, ABM has been used as a marketing tool of alcohol industries to implicitly promote their alcohol products and images. This seem to be a loophole of alcohol control policy and there is little research exploring relationship between ABM and alcohol consumption. The objectives of this study are to examine exposure, recognition and ownership of ABM among Thai youths and their associations with alcohol-related attitudes and behaviors. A cross-sectional study was conducted in from five provinces in Thailand (n =1,351). Self-administered questionnaires were provided for data collecting with samples of ABM products as relevant material to help student recall. The study used logistic regression analysis to identify any associations. Of the total sample, almost half of the students were exposed to ABM every day, Forty percent (40%) of the students highly recognized ABM, for example they correctly identified brands and logos of alcohol products. Eighty-five percent (85%) of them owned ABM with an average of four items per person. The study results illustrate that ownership and preference of ABM are related to alcohol consumption. Therefore, regulation of ABM should be included in alcohol policy like other alcohol consumption. Therefore, regulation of ABM should be included in alcohol policy like other alcohol marketing approaches.
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References
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Trucco, E.M., Colder, C.R., Wieczoerk, W.F., Lengua, LJ., and Hawk, Jr., L.W. (2014). Early adolescent alcohol use in context: how neighborhoods, parents and peers impact youth. Development and Psychopatholy, 26(2), pp. 425-36.
Wibulpolprasert, S., (ed). (2005). Thailand Health Profile 2001-4. Nonthaburi: Bureau of Policy and Strategy, Ministry of Public Health.
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Workman, J.E. (2003). Alcohol promotional clothing items and alcohol use by underage consumers Family and Consumer Science Research Journal, 31(3), pp. 331-354.
Center for Alcohol Studies Thailand. (2013). National Alcohol Report 2013: Thailand’s Alcohol Situation and Related Harms. Nonthaburi: The graphic system co,ltd.
Chaleommeeprasert, Pornpimol. (2007). Advertising Language for Communication. Journal Faculty of Management, Mahasarakham University, 3(5), p. 48.
Collins, R.L., Ellickson, P.L., McCaffrey, D., and Hambarsoomians, K. (2007). Early adolescent exposure to alcohol advertising and its relationship to underage drinking. Journal of Adolescent Health. 40(6), pp. 527-534.
Fisher, LB., M.I., Austin, SB., Camargo, CA Je., and Coloditz, GA. (2007), Predictors of initiation of alcohol use among US adolescents: findings from a prospective cohort study. Archrives of Pediatrics and Adolescents Medicine, 161(10), pp. 956-966.
Grenard, J.L., Dent, C.W., and Stacy, A.W. (2013). Exposure to alcohol advertisements and teenage alcohol-related problems. Pediatrics, 131(2), pp. e369-79.
Heeather, N., and Stockwell, T. (2004). The Essential Handbook of Treatment and Prevention of Alcohol Problems. England: John Wiley and Sons, Ltd. Retrieved form http://robinsteed.pbworks.com/w/file/fetch52176344/TreatmentAnaPreventionOfAlcoholProblems.pdf. [2014, August 15]
Henricksen,L., Feighery, E. C., Schleicher N. C., and Fortmann, SP. (2012). Targeted advertising, promotion, and price for menthol cigarettes in California high school neighborhoods. Nicotine and Tobacco Research, 14(1), pp. 116-21.
Hoffmann, J.P., and Bahr, S.J. (2014). Parenting style, religiosity, peer alcohol use, and adolescent heavy drinking. Journal of Studies on Alcohol and Drugs, 75(2), pp. 222-7.
Hurt, S.Q., Henriksen, L., Wang, Y., Frightey, E.C., and Fortmann, S.P. (2007). The relationship between exposure to alcohol advertising in stores, owning alcohol promotional items, and adolescent alcohol use. Alcohol and Alcoholism, 42(2), pp.143-149.
Jennigan, D.H. (2009). Alcohol-branded merchandise: the need for action. Archives of Pediatrics and Adolescent Medicine, 163(3), pp. 278-9.
Unger, J., Schuster, D., Zogg, J. Sent, C.W., and Stacy, A.W. (2003). Alcohol Advertising Exposure and Adolescent Alcohol Use: A Comparison of Exposure Measures. Addiction Research and Theory, 11(3), pp. 177-193.
Jones, S.C. and Magee, C.A. (2014). The role of family, friends and peers in Australian adolescent’s alcohol consumption. Drug and Alcohol Review, 33(3), pp. 304-13.
McClure, A.C., Dal, C.S., Gibsob, J., and Sargent, J.D. (2006). Ownership of alcohol-branded merchandise and initiation of teen drinking. American Journal of Preventive Medicine, 30(4), pp. 227-283.
McClure, A.C., Stoolmiller, M., Tanski, S.E., Worth, K.A., and Sargent, J.D. (2009). Alcohol-Branded Merchandise and Its Association With Drinking Attitures and Outcomes in US Adolescents. Archives of Pediatrics Adolescent Medicine, 163(3), pp. 211-217.
National Statistical Office of Thailand. (2011). The Cigarette Smoking and Drinking Behavior of the Population 2011. National Statistical Office: Ministry of Information and Communication technology.
Olson, J.M., and Stone, J. (2005). The Influence of Behavior on Attitudes. IND. Albarracin, B.T. Johnson, and M.P. Zanna (Eds.) The Handbook of Attitudes, (pp. 223-71). Mahwah, NJ: Lawrence Erlbaum Associates.
Phipitkul, W. and Sornphaisarn, B. (7 September 2005). Alcohol promotion. Bangkok Business Newspaper.
Sergent, J.D., Dalton, M., Neach, M., Bernhardt, A., Heatherton, T. and Stevens, M. (2000). Effect of cigarette promotions on smoking uptake among adolescents. Preventive Medicine, 30(4), pp. 320-7.
Shah, P.B., Pednekar, M.S., Gupta, P.C. and Sinha, D.N. (2008). The relationship between tobacco advertisements and smoking status of youth in India. Asian Pacific Journal of Cancer Prevention, 9(4), pp. 637-42.
Smith, L.A., and Foxcroft, D.R. (2009). The effect of alcohol advertising, marketing and portrayal on drinking behavior in young people: systematic review of prospective cohort studies. BMC Public Health, 6(9), p. 51.
Sornphaisarn Bundit and et al. (2010). Thailand, National Alcohol Report 2010. Center for Alcohol Studies Thailand, Nonthaburi: The graphic system co,ltd.
Srirach Loysamut. (2012). Open Mask of Alcohol Marketing. Bangkok: Stop Drink Network.
Thai Health Promotion Foundation and Stopdrink Network. (2003). Youth and Alcoholic Beverage Advertisement. Fact-sheet for refraining. Bangkok: Bereua of Policy and Strategu, Officr of Permanent Secretary, Ministry of Public Health.
Thai Working Group on Burden of Disease. (2009). Burden of Disease and Injuries in Thailand: Priority Setting for Policy: International Health Policy Program. Bangkok: Bureau of Policyand Strategy, Office of Permanent Secretary, Ministry of Public Health.
Thamarangsi, T., Pitayarandsarit, S., Iam-anan, P., Pongutta S, et al. (2011). Gaps on Opportunities in Addressing Non Communicable Disease in Thailand with WHO’s Best Buys and Good Buys Inventions. Journal of Health Systems Research, 5(April), pp.400-38.
The Department of Disease Control. (2011). Notification of the Alcohol Beverage Control Committee: Pattern and Method for the Display of Symbol of Alcoholic Beverage or Symbol of the Company Manufacturing the Alcoholic Beverage B.E. 2553 (2010). In The Alcohol Control Act B.E. 2551 (2008). Nonthaburi: Sam Jud Nuengsi Company Limited.
The Department of Disease Control. (2011). The Alcohol Control Act B.E. 2551 (2008). Nonthaburi: Sam Jud Nuengsi Company Limited.
The Department of Disease Control. (2011). Ministerial Regulation: Criteria and Conditions for Displaying the Symbol for Advertising or Public Relations of Alcoholic Beverage B.E. 2553 (2010). In the Alcohol Control Act B.E. 2551 (2008). Nonthaburi: Sam Jud Nuengsi Company Limited.
The Department of Disease Control. (2011). Section 32 in the Alcohol Beverage Control Act B.E. 2551 (2008). Nonthaburi: Sam Jud Nuengsi Company Limited.
Trucco, E.M., Colder, C.R., Wieczoerk, W.F., Lengua, LJ., and Hawk, Jr., L.W. (2014). Early adolescent alcohol use in context: how neighborhoods, parents and peers impact youth. Development and Psychopatholy, 26(2), pp. 425-36.
Wibulpolprasert, S., (ed). (2005). Thailand Health Profile 2001-4. Nonthaburi: Bureau of Policy and Strategy, Ministry of Public Health.
World Health Assembly. WHA61.4:strategies to reduce alcohol-related harm. Retrieved from http://who.int/gb/ebwha/pdf_files/A61/A61_R4-en.pdf. [2014, August 15]
Workman, J.E. (2003). Alcohol promotional clothing items and alcohol use by underage consumers Family and Consumer Science Research Journal, 31(3), pp. 331-354.