E-Malt.com News article: Cambodia: Government to ban prize promotions on beer and sugary drinks by October 2026

The Royal Government of Cambodia has decided to ban prize promotions for beer and sugary beverages, particularly energy drinks, through pull tabs, bottle caps, or other reward schemes by the end of the third quarter of 2026, with the measure set to take effect on October 1, Khmer Times reported on May 6.

According to a letter issued by the Ministry of Economy and Finance on May 4, the directive followed a high-level decision by Prime Minister Hun Manet. The ministry instructed the General Department of Taxation to implement the government’s policy to strengthen the management of the domestic beer and non-alcoholic beverage sector.

Under the measure, enterprises producing sugary beverages, especially energy drinks, must cease all prize-based promotional campaigns, such as hidden rewards under pull tabs or bottle caps, by the end of the third quarter of 2026. From October 1, companies will no longer be allowed to offer such prizes or to place new orders for, import, or produce packaging that includes promotional rewards.

The government has also ordered a complete halt to similar promotional schemes for alcoholic beverages, including beer, by the same deadline. After October 1, enterprises will not be permitted to produce or import bottle caps, pull tabs, or packaging featuring reward promotions.

The measure aims to prevent marketing practices that encourage excessive consumption, ensure fair competition among businesses, and strengthen regulatory compliance across the beverage production sector.

Cambodia’s beverage industry has grown rapidly in recent years, particularly in the beer and energy drink markets, where prize-based promotions have long been used to attract consumers. However, policymakers have increasingly expressed concern that these marketing strategies may encourage overconsumption and create an uneven playing field for producers.


07 May, 2026