"Such sponsorship can associate drinking with physical strength and creativity," said Nistha Rhoonkasem, a lecturer at Rajabhat Kanchanaburi University.

She was speaking at a seminar on alcohol and its impact on Thai society, which was held by a National Legislative Assembly (NLA) subcommittee on public participation. Nistha pointed out that alcohol companies clearly exploited legal loopholes to benefit their business.

"While they have placed fewer advertisements in the traditional media, they have increasingly used more subtle advertising and other marketing gimmicks. By being sponsors for sports and musical events, they can reach out to current and new drinkers," she said.

According to Nistha, five alcohol companies inked an agreement to stop advertising their products from December 3 to January 15 this year.

"Even with the agreement, they continued to place advertisements, although with reduced frequency," she said, adding that a study showed that these companies hardly reduced the number of "subtle advertisements" during that period.

As a result, Nistha said the Alcohol Control Bill would be of considerable help because it would comprehensively ban alcohol advertising - direct or subtle.

The NLA has assigned a committee to vet the bill.

At the same seminar, anti-drinking activist Songkran Parkchokdee complained that some NLA members were delaying the bill's deliberation because they had ties with alcohol companies.

"They want to protect those companies' interests. If the deliberation of the bill is not completed during the incumbent administration, the companies stand a chance to negotiate with those who form the next government," Songkran said.

The incumbent administration, installed by coup makers, has planned to remain in power for just one year.

Chulalongkorn University's Social Research Institute deputy director Nualnoi Trirat also said alcohol companies had close ties with some government officials and political office holders.

"That's why the effort to enact alcohol-control laws or measures have faced immense pressure," she said, adding she supported tax measures and other means to restrict the alcohol-sale period to curb consumption.

In a related development, an NLA ad-hoc committee to vet the Alcohol Control Bill has already held three meetings to deliberate the draft law.

"We have looked into every section," committee spokesman Tuang Antachai said.

He said his committee had also established a working panel to study how the bill could cover tax measures.

Respected academic Ammar Siamwalla was appointed chairman.

Duangkamon  Sajirawattanakul

The Nation