An Exploration of the Younger Thai Generation’s Perceptions of Alcohol Control Policies

Abstract

This study explores how younger Thai generation perceived alcohol control policies under the Alcoholic Beverage Control Act (2008), Excise Act (2017), and Land Traffic Act (1979), within the context of a developing country like Thailand. Using a qualitative approach, 15 participants aged 18 to 41 from the Bangkok Metropolitan Region (BMR), including both drinkers and non-drinkers, were interviewed through semi-structured, in-depth face-to-face sessions. Content analysis was applied to the verbal data. Findings indicated that the Alcoholic Beverage Control Act was perceived as effective in regulating producers, sales, advertising, and treatment services, though some measures were perceived as ineffective. The Excise Act was perceived as ineffective in changing drinking behaviors and controlling alcohol sales. The Land Traffic Act was viewed as effective in regulating drunk individuals’ behaviors. The study highlights the importance of clear communication and education on alcohol policies to enhance compliance among the younger generation. Future research should extend to other regions in Thailand and other developing countries.