Following the issuance of the Ministry of Economy and Finance (MEF) Instruction dated 29 June on the management of alcoholic and sugary beverage products, the FMCG Committee has been actively advocating on behalf of the private sector to ensure a practical and effective implementation of the new measures.
The instruction, which follows the Royal Government’s decision of 4 May, requires all producers, importers, and distributors of alcoholic and sugary beverages to discontinue prize- and reward-based promotions, including pull tabs, bottle caps, and packaging containing prizes or rewards. Companies are also required to cease the importation, production, and ordering of such promotional materials.
While the instruction restricts prize-based promotions, it continues to permit trade discounts of up to 15% of the standard invoice price, and up to 25% for products with less than 60 days remaining before expiry, subject to prior notification to the GDT. Non-beverage promotional items, such as drinking glasses, umbrellas, ice buckets, water bottles, shirts, caps, and travel packages, remain permitted, provided that their value does not exceed 5% of the invoice price.
Recognising the significant operational and commercial implications for businesses, the FMCG Committee has raised industry concerns and recommendations through its ongoing public-private dialogue efforts. Most recently, the Committee met with Kong Vibol to discuss the implementation of the instruction, seek clarification on compliance requirements, and provide feedback from affected companies.
With the issuance of the MEF Instruction and the subsequent consultation with the General Department of Taxation, the Committee considers this issue as resolved. The new guidance provides greater clarity to businesses regarding permitted promotional activities and compliance requirements.
EuroCham Cambodia and its FMCG Committee members warmly welcome this directive and wish to express their sincere appreciation to the Royal Government of Cambodia for its continued support and constructive engagement with the private sector.