...Nopphol Witvorapong; Watcharapong Ratisukpimol; Somtip Watanapongvanich Purpose The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol...

..., and Thailand are assessed against the regulatory codes governing alcohol marketing in the UK. Findings The study found that alcohol marketing often contravened the UK regulatory codes. Critical social marketing offers a framework for research and analysis to assess the nature and impact of alcohol...