Alcohol Marketing and Consumption in Thailand: Results from the International Alcohol Control Policy Study

Abstract

Background: Alcohol marketing is a facilitator of alcohol consumption and related harm. The objectives of this study were to examine associations between alcohol consumption and exposure to and liking of alcohol marketing activities in Thailand. Methods: Data were obtained from the Thailand International Alcohol Control Policy study in 2012/2013 with 5,808 respondents aged betwee 15 and 65 years. Logistic regression models were applied to determine factors associated with liking alcohol advertisements and being a current drinker, regular drinker and binge drinker. Results: Of all respondents, 75% were exposed to alcohol advertising on television followed by sports sponsorship (69%) and point of sale (66%). Youth reported higher levels of exposure to alcohol advertising via all activities/channels, particularly online media, than adults (except radio). Respondents with high exposure to alcohol advertising were more likely to like alcohol advertising (adjusted odds ratio (AOR)=7.32, 95%confidence interval (CI): 4.91-10.92), compared to respondents who never exposed to alcohol advertising. The odds ratios of being a drinker (AOR=2.28, 95%CI: 1.82-2.85), a regular drinker (2.10, 1.57-2.81) and a binge drinker (2.57, 1.94-3.41) were significantly higher among those who highly liked alcohol advertising compared with those who did not. Conclusion: Thailand should place greater restrictions on alcohol advertising and marketing activities.