Association between Self-Reported Exposure to Alcohol Advertisements and Drinking Behaviors: An Analysis of a Population-Based Survey in Thailand

Abstract

The relationship between alcohol advertising and drinking has been demonstrated in many studies. Most studies were conducted on adolescents or young adults. Thailand has strict regulations on alcohol advertisements. This study aimed to examine associations between exposure to alcohol advertisements and drinking behaviors, i.e., past-year drinking and past-year heavy drinking, using data from a population-based survey in Thailand. The survey participants were Thai citizens aged 15 or older. Logistic regression was used to investigate the associations. The primary explanatory variable was self-reported exposure to alcohol advertisements. Covariates in the regression models included sex, age, and education. Self-reported exposure to alcohol advertisements was associated with past-year drinking (OR, 1.16; 95% CI, 1.07–1.27), past-year heavy drinking (OR, 1.35; 95% CI, 1.28–1.41), and past-year heavy drinking among drinkers (OR, 1.51; 95% CI, 1.43–1.60). Male sex, working age, and secondary education or a diploma were associated with higher odds of past-year drinking and past-year heavy drinking. In this study, self-reported exposure to alcohol advertisements was shown to be associated with past-year drinking and past-year heavy drinking among a population aged 15 years or older.

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

“…This study is based on data of the IAC study in 2012-2013 which are ten years old; however, results of this study are still relevant and provide the most up-to-date findings useful for alcohol control policy and research, especially on alcohol marketing in Thailand. Moreover, unlike the present study, previous studies did not specify types of media used to advertise alcoholic beverages or specific activities employed in alcohol marketing (Boontem & Saengow, 2021) and were not representative of the Thai population (Buakate et al, 2022). In the present study, exposure to alcohol advertising and marketing activities, and alcohol consumption, are selfreported which may result in underestimation of the exposure and drinking prevalence.…”

“…These findings are somewhat consistent with a previous study from Australia and a recent study from Thailand which revealed that more men than women were exposed to alcohol advertisements (Babor. et al, 2010;Boontem & Saengow, 2021). Another study on policy interventions provides results of the effectiveness of population level alcohol policy interventions (Fitzgerald et al, 2016).…”

“…Previous studies in Thailand showed that 91.1% of Thai youths are exposed to alcohol advertising on television (Loysmu, 2012) and 78.2% of Thai youths are exposed to marketing communication such as brand logos (Kaewkaew, 2012). Furthermore, two recent studies in Thailand found that alcohol advertising exposure was associated with alcohol consumption among Thai students and adults (Boontem & Saengow, 2021;Buakate et al, 2022). However, the first did not specify the type of media used to advertise alcohol or the specific activities employed in alcohol marketing (Boontem & Saengow, 2021) and the second was not representative of the Thai population (Buakate et al, 2022).…”

“…Furthermore, two recent studies in Thailand found that alcohol advertising exposure was associated with alcohol consumption among Thai students and adults (Boontem & Saengow, 2021;Buakate et al, 2022). However, the first did not specify the type of media used to advertise alcohol or the specific activities employed in alcohol marketing (Boontem & Saengow, 2021) and the second was not representative of the Thai population (Buakate et al, 2022).…”

“…These regulations have been implemented and enforced nationwide (Alcoholic Beverage Control Act [B.E. 2551Boontem & Saengow, 2021;Kaewpramkusol et al, 2019).…”