On 24 April 2025, the Office of the Council of Ministers issued a Letter No. 695 SCN addressing the potential ban on prize promotions in Cambodia’s beverage and alcohol industry. In response to a joint request from HEINEKEN Company, four other beverage and alcohol companies, and the Association of Wine, Spirits, and Beer Importers and Distributors, the Royal Government of Cambodia agreed in Principle to prohibit promotional activities using pull tabs and ring pulls.
A transition period of six months to one year will be provided to allow companies time to prepare and adjust their operations following the ban. Furthermore, Prime Minister Samdech Moha Borvor Thipadei Hun Manet will preside over a high-level meeting to finalize the cessation of all prize promotion practices.
The Government’s decision to implement clear regulatory measures has received strong and positive support from a wide range of private sector stakeholders. Multiple companies have welcomed this initiative, recognizing it as a critical step toward promoting responsible alcohol advertising, enhancing consumer protection, and aligning industry practices with higher ethical standards. Importantly, the use of promotional mechanisms such as ring-pull prizes has contributed to unfair competition between compliant and non-compliant companies, undermining market integrity. This issue has been further exacerbated by the recent increase in the public lighting tax from 3% to 5%, placing an even greater burden on compliant businesses and rendering it increasingly difficult for them to compete. By banning such promotional practices, a level playing field can be restored, incentivizing lawful conduct, increasing tax revenue collection from compliant companies, and contributing positively to public health. This collaborative approach between the Government and the private sector represents a significant milestone in Cambodia’s efforts to build a safer, more equitable, and accountable alcohol industry.
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