Responsible Marketing Code: Cambodia's First Self-Regulatory Alcohol Pledge

Cambodia's alcohol industry is unregulated and highly competitive, and marketing practices vary widely. With public health scrutiny rising, the industry faced a choice between demonstrating accountability voluntarily or waiting for rules to be imposed.

The first Self-Regulatory Responsible Marketing Code offered a path, but it would only carry weight if rival producers and distributors adopted it together and if government recognised it as credible. Building that trust across competitors and ministries was the core challenge.

Ruder Finn Era developed a targeted communications and stakeholder engagement plan designed to build trust, encourage collaboration and align public and private sector partners around a shared standard.

The team facilitated dialogue sessions with key ministries and industry players, addressing concerns and building consensus step by step, then brought the process to a high-profile launch event at which companies formally signed their commitment to responsible alcohol marketing in front of government and media. Media relations and social content around the signing made the pledge public, which gives it force.