Building Consumer Trust Through Responsible Marketing Practices

Cambodian and international business leaders gathered on August 22, 2025, to discuss how responsible marketing practices can enhance consumer trust, safeguard business integrity, and improve Cambodia’s global competitiveness. 

The event, hosted by EuroCham Cambodia, brought together policymakers, lawyers, and corporate representatives to highlight regulatory developments and industry best practices.

Setting the Tone: Responsible Marketing and Investment

Gabriel Faja, Chairman of EuroCham Cambodia, opened the discussion by stressing the importance of marketing standards in shaping Cambodia’s reputation. He noted that visual cues, such as roadside advertising, often reflect a nation’s socioeconomic conditions, underscoring the need for a clear and transparent regulatory environment.

Faja pointed to Cambodia’s legislative changes, including Sub-Decree 232 and Prakas 95, which require substantiated superiority claims in advertisements. These measures, he said, aim to foster a reliable consumer market and position Cambodia more strongly on the global stage, particularly during times of geopolitical uncertainty.

He also highlighted the broader economic context, noting that ongoing border tensions with Thailand have created business uncertainty. 

“This uncertainty is bad for business,” he said. “While supporting local companies, products, and supply chains is crucial, we must also safeguard the regional trade relationships that have been carefully built over many years.”

Faja emphasised the importance of attracting genuine foreign direct investment (FDI) in manufacturing, agro-industry, services, and infrastructure—rather than speculative projects in sectors such as condominiums, gaming, or gambling. 

“Responsible marketing practices build consumer confidence, strengthen brands, and create a level playing field,” he said, adding that compliance may be challenging but is ultimately essential for long-term growth.

Government Perspective: Building Consumer Protection

H.E. Boun Sarakmony, Secretary of State at the Ministry of Commerce, shared recent government initiatives to strengthen consumer protection, including the launch of a 24/7 call centre (1266) and an online complaint platform through the Consumer Protection, Competition and Fraud Repression Directorate-General (CCF)’s mobile app.

He clarified the regulatory framework for advertising, distinguishing between permits and compliance certificates. Permits are compulsory for specific advertising activities, while compliance certificates are voluntary, allowing companies to demonstrate conformity with regulations but without a legal requirement.

Sarakmony also noted Cambodia’s growing integration with international markets, highlighting that exports to the European Union (EU) reached USD 2.8 billion between January and July 2025, an 18 per cent increase year-on-year, with the EU accounting for 60.1 per cent of Cambodia’s total exports.

Legal Insights: What Businesses Must Know

Sin Sokanha, Partner at Bun & Associates, provided an overview of the key regulations governing advertising in Cambodia, including the Consumer Protection Law, Sub-Decree 232, and Prakas 95.

She explained that advertisements must include the Khmer language and clear pricing information, while content that is misleading, discriminatory, or related to health misinformation is prohibited. Violations may result in license suspension or cancellation. Sokanha urged businesses to carefully review their promotional materials before publication to avoid regulatory risks.

Industry Panel: From Compliance to Accountability

A panel discussion followed, featuring representatives from government and leading multinational companies:

• Virakoudom Penn, Director of Competition, Consumer Protection Competition and Fraud Repression Directorate-General (CCF), Ministry of Commerce
• Maarten Van Leeuwen, Country Director for Cambodia & Myanmar, Danone Specialised Nutrition
• Ratanak Vuth, Legal Director, HEINEKEN (Cambodia)
• Socheata Sam, Beauty and Wellbeing Lead for Cambodia and Laos, Unilever (Cambodia)
• Harsh Chimata, Cambodia & Vietnam Account Development, Alcohol Beverage Lead, NielsenIQ

The panel highlighted that responsible marketing goes beyond compliance, requiring companies to demonstrate transparency, cultural sensitivity, and accountability. Key takeaways included:

• Truthful communication: All claims must be backed by scientific evidence and approved by competent authorities.
• Data privacy: Consumer consent is vital in digital marketing.
• Protecting vulnerable groups: Children and the elderly should never be exploited in advertising.
• Industry-specific practices:
  • Alcohol: Promote responsible consumption and respect advertising restrictions.
  • Food & nutrition: Ensure health claims are scientifically sound and locally relevant.
  • Multinationals: Balance global marketing standards with local cultural sensitivities.

Towards Stronger Brand Integrity

The consensus among speakers was clear: responsible marketing not only helps businesses avoid legal pitfalls but also strengthens consumer trust, enhances brand reputation, and contributes to Cambodia’s competitiveness in regional and global markets.

As Faja concluded, “Compliance requires careful adaptation, but responsible marketing practices deliver a net improvement to Cambodia’s reputation and create a fairer business environment for all.”