Lisa’s on-screen drinking gets Thais talking about booze law

Images of Buri Ram-born pop star Lisa drinking Thai beer on a US talk show have sparked discussion among Thais, going beyond her impressive promotion of Thai “soft power” to raise questions about the country’s alcohol advertising law.

The fact that 29-year-old Lalisa “Lisa” Manobal drank the beer in the United States means she would not be subject to punishment under Thai law, which bans most forms of alcohol advertising and marketing under the Alcoholic Beverage Control Act.

However, Thais impressed by Lisa’s “soft power” gesture have found themselves in a dilemma over sharing pictures or video, as they would be subject to restrictions under Thai law.

During The Tonight Show on Wednesday, Lisa brought out beer from Thailand and invited host Jimmy Fallon to say “mot kaew”, a phrase commonly used by Thais when drinking together. They then clinked glasses and drank beer to ease the spiciness after tasting chillies and som tam.

Lisa appeared on the show to promote her forthcoming album Press Play, which will feature “many Thai elements” and is due out on Oct 23. She also served som tam and a favourite cocktail recipe, made with Korean soju, Thai beer and Sprite.

The segment was widely covered by Thai media, with many praising Lisa for drawing international attention to Thai food and culture.

But under Thai law, media outlets in Thailand are required to blur images of alcohol products and related material in such content.

While some people questioned the appropriateness of the artist’s actions, others called for the government to consider reforming the law to keep pace with the digital age, while balancing social protection with opportunities for economic growth.

In the past, Thai media were allowed to advertise alcoholic beverages relatively freely. That changed with the passage of the Alcoholic Beverage Control Act in 2008 by the government of Gen Surayud Chulanont, who toppled Thaksin Shinawatra in a coup exactly 20 years ago this weekend.

Section 32 of the Act bans the advertising or display of the names and logos of alcoholic beverages, as well as claims about their benefits intended to induce people to consume them.

The law allows exceptions for the provision of information, knowledge or public relations concerning alcoholic beverages, subject to the relevant rules.

‘Thai creators should exercise caution’

Public Health Minister Phatthana Promphat, who was asked for comment on Friday, said he did not think the Lisa incident should be turned into a controversy.

Regarding proposed amendments to the law, Mr Phatthana said there had been no changes so far and officials continued to enforce the existing regulations.

Any future changes would have to be carefully considered in terms of their advantages and disadvantages, he said.

As for Thai creators who post content featuring alcoholic beverage recipes without displaying a brand, the minister said each case must be considered based on its content and intent.

However, clearly displaying a brand or linking to a sales channel, such as an online shopping basket, could indicate commercial intent, he said, adding that manufacturers and content creators should therefore exercise caution. (Story continues below)

People’s Party MP Taopiphop Limjittakorn has been an ardent proponent of liquor market liberalisation ever since his arrest in 2017 for making craft beer at home. (Bangkok Post file photo)

‘No more guessing over how officials interpret law’

“For me, we should go beyond asking whether Lisa is guilty or not and ask why people do not know what they can and cannot do,” said People’s Party MP Taopiphop Limjittakorn, a longtime proponent of liquor market liberalisation.

In a Facebook post on Friday, he said the incident reflected a problem for businesses, content creators, influencers, retailers and ordinary people who have to comply with the law.

“If the rules remain unclear, people should not be left to guess how officials will interpret them,” he said.

He called on the Alcoholic Beverage Control Committee to take two steps: expedite the issuance of secondary regulations and produce a handbook that ordinary people can easily understand.

He said the Act set a broad framework, including terms such as “using one’s reputation to induce” people to consume alcohol, leaving people to ask what constitutes inducement and what the exact do’s and don’ts are.

“Communication has changed, with platforms such as TikTok and YouTube and the growing role of influencers and creators,” he said. “The law therefore needs to keep pace with people’s actual behaviour.”

The handbook, he said, should provide clear examples of what can and cannot be done, such as reporting news or discussing alcoholic beverages in artistic and cultural contexts without an intention to advertise, as opposed to accepting payment to promote sales or posting content encouraging people to buy alcoholic beverages.