G/TBT/W/422  
 
24 August 2015  
(15-4264)  Page: 1/2  
Committee on Technical Barriers to Trade  Original: English  
 
THAILAND - DRAFT NOTIFICATION ON ALCOHOLIC BEVERAGES CONTROL, RULES, 
PROCEDURE AND CONDITION FOR LABELS OF ALCOHOLIC BEVERAGES 
STATEMENT BY THAILAND TO THE COMMITTEE ON TECHNICAL BARRIERS TO TRADE  
17-18 JUNE 2015 
The following communication, dated 18 June 2015, is being circulated at the request of the 
delegation of Thailand. 
 
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 1  INTRODUCTION  
1.  Thailand would like to inform the Committee that, firstly, this draft alcoholic beverages 
regulation has entered into force since 22 April 2015, however, the labels that were used prior to the date of enforcement can continue to be used until 18 October 2015. In addition, the National 
Bureau of Agricultural Commodity and Food Standards, in cooperation with the Department of 
Disease Control have already sent official letters si nce 11 June 2015 providing further clarifications 
to the concerned. In this regard, Thailand would like to reiterate that the objective of the alcoholic 
beverages regulation is to protect public health which is consistent with Article 2.2 of TBT 
Agreement. This measure is also in line with Article 2.1 for it would be equally applicable to both imported and local products.  Secondly, regarding the pictorial warning labeling regulation, the Department of Disease Control, the Ministry of Public Health, is yet still in the process of 
considering the warning pictures. Once finalized,  w e  w i l l  m a k e  f u r t h e r  n o t i f i c a t i o n  a n d  w o u l d  
welcome all comments. 
2   FURTHER CLARIFICATION BY THE REPRESENTATIVE OF DEPARTMENT OF DISEASE 
CONTROL  
2.  First of all, Thailand would like to reiterate that controlling alcohol-related problems is our 
national health priority, taking into account many serious health and social problems, largely halts 
socio-economic development from alcohol consumptio n. From the latest survey, 9.3 million Thais, 
or 14% of our population, are facing major alcoho l-related problems. We therefore do not regard 
alcohol as just an ordinary commodity, and strongly determine to protect Thai Society particularly our young generation from preventable alcohol related harms. To achieve this goal, and also in line 
with the recommendations of the World Health Organization, we need a comprehensive policy 
framework, a mixture of various effective interven tions aiming at different target groups through 
different mechanisms in sustainable ways.  
3.  Alcohol marketing is the most powerful mechanism for alcohol consumption and harms. 
Through integrated marketing communication approach, the industry use every possible means to trigger consumer’s recognition, promote attitudes towards products and persuade decisions to 
drink to those current drinkers and drinker-to-be.  These include the marketing on product package 
and label.  
4.  Current marketing practice in Thailand, many pictures of celebrities such as athletes and actors 
on the alcohol’s containers and packages are not only very attractive by themselves alone, but 
also cunningly used as a part of integrated marketing tools, focussing on kids and young adults.  
Our studies show that more than half of Thai kids reported that the containers, labels and packages of alcoholic beverage are colorful, attractive and are persuasive to them . Positive 
attitudes toward alcohol drinking
 and temptation to drink among Thai  kids are clearly of our public G/TBT/W/422 
 
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  concern. Thus, we cannot take this sport and music marketing strategies of alcohol industry for 
grant and need effective tools to control. Thus, we need this regulation.  
5.  We developed this Notification with the ma in aims to reduce attractiveness of the health 
hazardous commodities to customers and to reduce the appeal of alcohol to drinkers especially to 
young people. Prohibition of showing depictions of celebrities such as athletes, film star, artist, 
singer, actor or actress as well as cartoon on alcoholic beverage label are to delink positive attitudes toward them and alcohol products. This Notification does not aim to, by any mean, block 
responsible communication right to show trademar k, names and the symbol of the company, but 
to work as an arm of the Alcohol Control Act 2008 to control alcohol marketing in a comprehensive 
way. 
6.  With regard to the issue of policy implemen tation and legal interpretation, we can ensure the 
feasibility and equal treatment principle, betw een locally produced and imported beverages 
without any prejudices. Trade brand, name and trad emark are still possible to display. Hence there 
should be no confusion between goods of different producers.  Cartoons that are part of registered 
trademarks or logo of manufacturers are not restricted by this Notification. In order to facilitate 
the best way to implement this law for importers and manufacturers, we plan to develop the technical documents  providing sufficient and clear informatio n including practical contents of the 
regulations. Meanwhile, the Office of Alcohol Control Committee, Ministry of Public Health is the 
Servicedesk for information should the industry have any queries. There is no additional requirement for label approval and permission proce ss at the Ministry of Public Health regarding to 
the implementation of this Notification.  
7.  Lastly, we have well-realised with the fulfilment of the TBT Agreement. We are strongly 
believed that our policy is not based on trade barrier intention but to fulfill our ultimate goal of addressing alcohol-related problems and served the purpose of consumer's protection. 
 
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