Evaluation of the Effects of Alcohol Marketing and Advertising Control Measures on Alcohol Consumption in Thailand

Abstract

Reducing exposure to alcohol marketing and advertising will slow recruitment of drinkers and reduce heavier drinking. This review study explored estimate the effects of alcohol marketing and adver-tising control measures on alcohol consumption in Thailand. The study analyzed two issues: the limitations of, and opportunities for estimate the effects of alcohol marketing and advertising control measures on alcohol consumption in Thailand. The documentary review of the effects of alcohol marketing and adver-tising control measures on alcohol consumption in Thailand and foreign found that Thai evidences which were to estimate the effects of alcohol marketing and advertising control measures were not found. In the international evidences, several data were used for estimate the effects of alcohol marketing and advertising control measures. Therefore, data from advertising expenditure on media and alcohol consumption data were used to estimate the effects alcohol marketing and advertising control measures in Thailand. In addition, exposure to alcohol advertising data should be taken into account for data analysis. Although advertising expenditure on media and exposure to alcohol advertising data were not covered by other marketing or below the line.