Community Measures for the Control of the Sale and Accessibility of Alcohol in Marketing and Social Systems in NongKhai province

Abstract

This research project aims to (1) examine the community measures that are adopted to control the sale and accessibility of alcohol in marketing and social systems in Nong Khaiprovince  (2) understand the problems deriving from the enforcement of the Alcohol Control Act B.E.2551 in relation to the control of the sales and accessibility of alcohol in marketing and social systems in NongKhai province and  (3) propose a model to set community measures to control the sale and accessibility of alcohol in marketing and social systems. Qualitative data collection was used in this research. The study was conducted at Ban BokwhanNongKhai province by in-depth interviews with 40 individuals who were relevant to the community measures.

The study found that the community measures had: (1) the measure to control the accessibility of alcohol (2) the measure to control advertisement and sales promotion which influence consumption of alcohol (3) the measures to communicate and campaign for changing the attitudes towards drinking, and for reducing the encouragement of drinking (4) the measures carried out at community level, i.e. shops and commercial establishments which sell alcohol in the zone around schools and colleges. There was a problem deriving from the enforcement of the Alcohol Control Act B.E. 2551. Law enforcers were unable to enforce the law effectively in every community, because of the lack of public relation and understanding. Moreover, community leaders were not co-operative in being mediums to communicate and educate people in their areas as required by the Alcohol Control Act B.E. 2551. Also, the punishment imposed by the Act was too light.  Children and youngsters were easily having access to alcohol, since they lacked sufficient knowledge about alcohol’s harmful health effects.  The model used in setting the community measures should employ strategies based on religion, family values, school, community participation, and public relations.

The recommendations from this study:  the state should have social measures to control access to alcohol in children and adolescents. To be free from alcohol Include serious adverse effects caused by alcohol and health care costs the government loses its budget to binge drinkers.