Cambodia moves to end prize based beverage promotions by September
The Cambodian government has announced a major change to the way alcoholic and sugary drinks are promoted across the country. Under a new directive issued by the Ministry of Economy and Finance, producers, importers, and distributors must stop all prize based promotional campaigns by September 30. The new rules are designed to strengthen oversight of beverage marketing while creating a more responsible and transparent sales environment.
The directive was signed by Deputy Prime Minister and Minister of Economy and Finance Aun Pornmoniroth on June 29 before being publicly announced by the General Department of Taxation on July 1. Businesses throughout Cambodia have been given a transition period to phase out existing promotional schemes and ensure full compliance before the deadline.
Prize winning promotions will no longer be allowed
One of the biggest changes introduced by the new regulation is the complete ban on promotions that offer customers the chance to win prizes when purchasing alcoholic or sugary beverages. This includes rewards hidden inside can rings, bottle caps, product packaging, or any other marketing mechanism that encourages consumers to buy products in hopes of receiving prizes.
The restriction also extends to raffles, scratch cards, coupons, reward cards, QR code campaigns, digital reward programmes, and any similar promotional activities. The government clarified that the ban applies regardless of whether the prizes are attached directly to the product packaging or delivered through digital platforms.
Companies ordered to stop producing promotional packaging
To ensure businesses comply with the new rules, the government has instructed manufacturers, importers, and distributors to immediately stop ordering, importing, or producing beverage cans, bottle caps, and packaging materials that feature prize based promotions.
This requirement takes effect immediately following the issuance of the directive, giving companies time to replace existing promotional materials before the September deadline. The move is intended to prevent new promotional packaging from entering the Cambodian market while businesses prepare for the transition.
Free beverage giveaways are also prohibited
The new measures go beyond prize campaigns. The Royal Government has also prohibited companies from distributing alcoholic and sugary beverages free of charge as part of promotional activities.
Officials believe the combined restrictions will strengthen government control over beverage marketing while reducing promotional practices that may encourage excessive consumption. Businesses are expected to adjust their marketing strategies to comply with the updated regulations.
Businesses may still offer limited discounts
Although prize based promotions are being eliminated, the government will continue allowing businesses to offer carefully controlled price discounts. Companies may provide discounts of up to 15 percent of the invoiced selling price during regular sales promotions.
Additional flexibility has been granted for products nearing their expiration dates. Businesses may offer discounts of up to 25 percent if the beverages have no more than 60 days remaining before expiry. However, companies must first notify the General Department of Taxation before launching such discount campaigns.
Promotional gifts remain permitted under strict conditions
The directive still allows businesses to include selected non beverage promotional items with alcoholic and sugary drinks. These items may include glasses, umbrellas, ice buckets, water bottles, shirts, hats, and even tour packages.
However, the total value of these promotional benefits must not exceed 5 percent of the invoiced selling price of the beverages. This limitation is intended to prevent companies from replacing banned prize campaigns with expensive promotional giveaways.
New policy follows earlier government direction
The latest instruction follows the Royal Government’s broader efforts to strengthen oversight of alcoholic and non alcoholic beverage marketing. It is consistent with an earlier Ministry of Economy and Finance letter issued on May 4, which outlined principles for regulating domestic beer and non alcoholic beverages.
The ministry urged company directors, managers, business owners, and members of the public to fully comply with the new requirements and support their implementation with a strong sense of responsibility. More information about the directive is available from the original report published by Khmer Times.
Conclusion
Cambodia’s latest directive represents a significant shift in the marketing of alcoholic and sugary beverages. By eliminating prize based promotions while allowing limited discounts and modest promotional gifts, the government aims to create fairer marketing practices and strengthen regulatory oversight. Businesses now have until September 30 to complete the transition, making compliance a top priority for beverage producers, importers, and distributors operating across the country.