STUDY OF ALCOHOLIC BEVERAGE BUSINESS CONTROL LAW PERCEPTIONS : LEGAL MEASURES OF CONTROLLING THE USE OF ALCOHOL TRADEMARKS WITH OTHER PRODUCTS
DOI:
https://doi.org/10.14456/nrru-rdi.2023.25Keywords:
Alcoholic beverages, Trademark, Advertising, Alcohol controlAbstract
The alcoholic entrepreneurs use their alcohol trademarks with other products to avoid the legal measures of controlling the alcohol advertisements. This causes the research objectives, namely 1) to study the customer perception of the alcohol product placement, 2) to study the legal measures of the trademark protection under the Trademark Act B.E. 2534 (1991), 3) to study the measures of controlling the alcohol advertisements under the Alcohol Control Act B.E. 2551 (2008). This study was the mixed method research which identified the sampling from 500 infinite population using the cluster sampling and 2 purposive sampling. The appropriate questionnaire and structured interview were used to collect the data from 5 provinces (Songkhla, Satun, Pattani, Phatthalung, and Trang). The opinion data was analyzed by the mean and standard deviation. The interview data was analyzed in analytical description. The result showed that: 1) the alcoholic perception of sample placed at the low level (Mean=3.2), 2) there was no the provision of Trademark Act B.E. 2534 (1991) to prohibit the trademark owners using their registered trademark with other products, 3) Alcohol Control Act B.E. 2551 (2008) in section 32 had no prohibited the advertising of other products using the identical or a similar trademark of the alcoholic beverages.
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