The MEF Issues Clarification on the Ban on Promotional Schemes for Alcoholic Beverages and Sugary Drinks

July 29, 2026

On June 29, 2026, the Ministry of Economy and Finance (“MEF”) issued Instruction No. 011 elaborating on its previous Notification No. 4528 dated May 4, 2026 banning certain promotional schemes for alcoholic beverages and sugary drinks.

The instruction, which applies to manufacturers, importers, distributors, and the general public, clarifies the permissible promotional and commercial practices relating to alcoholic products and sugary beverages and introduces additional compliance requirements for businesses operating in these sectors.

The measures are intended to ensure responsible business practices, protect consumer welfare, and align Cambodia’s regulatory framework with international product management standards.

Reward program and reward redemption prohibitions

Effective September 30, 2026, entities must cease prize promotions linked to alcoholic and sugary beverages. This includes rewards through can rings, bottle caps, packaging inserts, and digital programs such as QR codes and scratch cards. Distribution of free alcoholic or sugary beverages is strictly prohibited.

Producers and distributors are required to immediately stop ordering, importing, or manufacturing packaging that contains or advertises prize-based promotions.

Trade discounts permitted

The instruction permits trade discounts as a commercial incentive, subject to strict limits:

• Discounts must not exceed 15% of the recorded invoice price.
• For products nearing expiry (within 60 days), discounts of up to 25% are permitted. In such cases, the entities must be notified to the General Department of Taxation accordingly.

Allowance of non-product benefits

Entities may offer additional benefits in the form of goods or services unrelated to alcoholic or sugary beverages, such as glasses, umbrellas, ice buckets, bottled water, clothing, hats, or travel packages. However, the value of such benefits must not exceed 5% of the recorded sales invoice of the alcoholic or sugary beverage products.