International Health Policy Program -Thailand 1 Present by Orratai Waleewong International Health Policy Program (IHPP) Ministry of Public Health, Thailand The Influence of Alcohol Beverage marketing on Drinking Behavior of Youths : Case study Chiang Mai City 9-JAN-10 Kanittha Thaikla Research Institute for Health Sciences, Chiang Mai University กนิษฐา ไทยกล้า สถาบันวิจัยวิทยาศาสต์สุขภาพ มหาวิทยาลัยเชียงใหม่ อิทธิพลทางการตลาดของเครื่องดื่มที่มีแอลกอฮอล์ที่มี ผลต่อพฤติกรรมการดื่มของเยาวชน : กรณีศึกษาพื้นที่เชียงใหม่ Chiang Mai Municipal areas 4 zones

International Health Policy Program -Thailand 2 Objectives To study how to youth choose to buy alcoholic beverages and their drinking practice in different context of alcohol outlets around campus/university -To study related factors that make decision to buy and drink To study the influence of alcohol marketing and promotion that impact on youth drinking practice in different context

International Health Policy Program -Thailand 3 Density, Clustering, Distribution Of Alcohol Outlets Alcohol outlets & colleges were mapped though use of a hand held GPS (Global Positioning Satellite) unit. Nearest -neighbor analysis :a statistical method for evaluating the geographic distribution :examines the distances between each point and the closest point to it : describe distribution >>Random, Clustered, Regular

International Health Policy Program -Thailand 4 Alcohol outlets : around campus/university alcohol outlets - Clustered distribution  = 704 (70.6%) outlets are in 500 meters around campus.  = 80 Campuses/universities = Area of 500 meters around campus

5 Alcohol outlets around university High density 83 outlets around university Low density 3 outlets around university  = Alcohol outlets = Area of 500 meters around campus

International Health Policy Program -Thailand 6 Early 2009 Lately 2009  15.7% increasing (997  1186 outlets)  1 outlet per 124 people  or 1 outlet per km 2 Increasing alcohol outlets in 2009

7 Note  Lhao-Tong: Alcohol that sale divided by specific container (North people called “Tong”, cc)  70 % of “Lhao-Tong” shops are in area of 500 meters around campus. 263 grocery stores > 209 restaurants> 168 “Lhao- Tong” shops Type & Numbers of alcohol outlets

International Health Policy Program -Thailand 8 Youth Drinking Practice 1606 students in high density area =74.3% drinking 53% Always 21.3% Sometimes 20.4% Never 66.4% Always 20.7% Sometimes 14.2% Never 732 students in low density area =87.1% drinking Note: It’s not compare the resident of students, but it’s compare between their campus. Sample: 2,338 Students (male 1488, female 850) based on the survey of alcohol consumption in North (male 50.1%,female 16.9 %) >

International Health Policy Program -Thailand 9 Drinking factors & drinking indicesHigh VS Low density area Age of drinking initiationDifferent, Sig. Reasons for drinking during the first drinkingDifferent, Sig. Average daily consumption (g/day)Not Sig. Average drinking intensity (g/drinking day)Not Sig. Annual total consumption (g) Frequency of binge drinking per year High&Very high-Risk drinking (Average daily intake) Not different, Sig Alcohol use disorders (AUDIT)Not different, Sig How to get alcoholic beveragesDifferent, Sig. Compare youth drinking practice in different outlets density

International Health Policy Program -Thailand 10 Age (range 8-23) Age (range 6-20) High densityLow density Age of drinking initiation Male Female Age of drinking initiation in different outlets density Different, Sig. < Age of drinking initiation male < female

International Health Policy Program -Thailand 11 Billboards and Advertisement : around campus/university Advertisement are where the shops are. Advertisement mean that “ Alcohol available here” 1,010 of advertisement tag (934 in high density+77 in low density) Flag tag (51.5 %) > Light tag (16.8%) >Fabric tag with name’s shop (6.6%) The others (16.4 %): Owners of alcohol branded merchandise Tissue holder > Table cover= Umbrella > Lamp >>

International Health Policy Program -Thailand 12 Alcohol MarketingHigh VS Low density area Promotion (Discount, Free gift, Promotion girl) Not different, Sig Alcohol Products (Variety*, Physical appearance*, Package/Container) Different, Sig. Price ( Discount, Cost effectiveness, Free mixer, Price quote) Different, Sig. Environment of outlets (Good atmosphere, Transportation*, Anytime to get) Sig.=0.249 Media, Communication channel (TV, billboards, Mobile media, Internet*) Sig.0 * Adjust Odds ratios (95% confidence interval) These factors influence to drinking behavior of students Relationship between alcohol marketing & youth drinking practice in different outlets density