Producers and importers have recommended there be no alcohol advertising in any form of media if 25 per cent or more of an audience is aged below 20.

The suggestion, by an industry committee, aims to reduce underage consumers' exposure to alcohol advertising.

The committee is composed of representatives from Bacardi (Thailand), Riche Monde (Bang-kok), Pernod Ricard (Thailand), Thai Asia Pacific Brewery and Siam Winery Trading Plus.

The figure of 25 per cent is an international benchmark used in many markets worldwide by alcohol producers. The committee said it would review the AC Nielsen Media Index every six months to ensure that programmes and media categories remain above this benchmark.

In developing voluntary guidelines, the committee assessed

each communications channel, using the index - which covers TV, radio, newspapers and magazines - as well as media ratings supplied by the Ministry of Culture and Department of Public Relations.

For marketing channels that do not have AC Nielsen data, the committee evaluated how underage consumers could be exposed to alcohol advertising and then identified ways to eliminate or reduce this exposure.

As part of an emphasis to promote responsible drinking, the committee developed recommendations for these channels, even though many are not covered by government advertising rules.

The voluntary guidelines were announced by the five companies last November. They suspended advertising in the mass media during December while conducting their review and developing guidelines.

The guidelines are based on the government's advertising regulations, with tighter controls added for some marketing channels.

They aim to reduce the chance of underage consumers inadvertently seeing alcohol ads.

The guidelines cover all major channels, including print and broadcast media, out-of-home advertising such as billboards, cinema, digital media, point-of-sale, consumer promotions, and sponsorships and events.

Prevention of youth drinking

is seen as an integral part of a responsible consumption programme, which is one of the most effective ways to tackle alcohol problems.

Alcohol industry reps say they want to work together to address responsible marketing and selling by the business sector, educate consumers and help laws and regulations be fairly enforced by responsible authorities.