LEGAL ISSUES ARISING FROM THE ACT CONTROLLING ALCOHOLIC BEVERAGES B.E. 2551: STUDY ONLY ON THE PROHIBITION OF ELECTRONIC ADVERTISEMENTS ON ALCOHOLIC BEVERAGES

Abstract

This research paper aims to 1) Studying concepts and literature related to alcohol advertising under the laws of Thailand and abroad. 2) Studying the comparisons regarding Thailand's alcohol advertising ban vs. foreign countries to research legal issues regarding the ban on alcohol advertising under the Alcoholic Beverage Control Act B.E. 2551 (2008), and 3) Studying appropriated ways to amend the law on the prohibition of alcohol advertising under the Alcoholic Beverage Control Act B.E. 2551 (2008) respectively. This is a documentary research by gathering data from various sources i.e. books, Internet and thesis that study concepts and literature related to alcohol advertising through content analysis. The research indicates as per following 1) Understanding concept and literature according to alcoholic advertising 2) Recognizing legislation concerning alcoholic advertising prohibition in Thailand and abroad 3) Recognizing significant law problem relating to alcoholic advertising prohibition under the Alcoholic Beverage Control Act B.E. 2551 (2008) and 4) Considering the appropriated guideline to improve legislation concerning alcoholic advertising prohibition under Alcoholic Beverage Control Act B.E. 2551 (2008) respectively. It is aimed to ease the public for accessibility and affection toward purchasing decision. The core of advertisement is to persuade consumers to purchase. Hence, the significant promotion strategy to be applied to influence purchasing behavior of the target group is to sponsor sports and concert, etc. Pricing, production and other related promotion campaigned, all of these are promoted through various forms of communication. Daily basis advertising control in Thailand is increasingly being concerned even though the restricted regulation on alcohol advertising criteria is available.