Cambodia Investment Review
Phnom Penh hosted a high-level dialogue on responsible marketing this week, bringing together senior government officials, multinational firms, and consumer goods leaders to address Cambodia’s fast-evolving advertising landscape. The event, organized by EuroCham Cambodia’s Fast-Moving Consumer Goods (FMCG) Committee in partnership with Danone, underscored the need for transparency, consumer trust, and regulatory alignment with international standards.
Aligning Business and Regulation
Held at Novotel BKK1 Phnom Penh, the breakfast talk titled Responsible Marketing Practices: Levelling the Playing Field in Sales and Advertising opened with remarks from EuroCham Chairperson Gabriele Faja and H.E. Buon Sarakmony, Secretary of State at the Ministry of Commerce.
Sarakmony emphasized the government’s ongoing commitment to consumer protection and ethical business conduct, highlighting recent steps such as the creation of a dedicated department on illicit trade.
Industry experts shared regional best practices and local perspectives. Caroline Tan, Head of Regulatory Affairs at Danone Southeast Asia, highlighted regulatory trends across the region, while Harsh Chimata of NielsenIQ underscored the importance of claim validation and data confidentiality. EuroCham FMCG Vice-Chairperson and Bun & Associates Partner, Sin Sokanha, presented new survey results, outlining legal frameworks and compliance challenges for advertisers and brands operating in Cambodia.
Panel Highlights: Trust and Competition
A panel discussion moderated by Sokanha featured representatives from government, multinational FMCG companies, and market research. Participants included:
- Penn Virakoudom, Director of Competition, Consumer Protection and Fraud Repression Directorate General
- Maarten Van Leeuwen, Country Director, Danone Specialised Nutrition
- Vuth Ratanak, Legal Director, HEINEKEN Cambodia
- Socheata Sam, Beauty and Wellbeing Lead, Unilever Cambodia
- Harsh Chimata, Account Development Lead, NielsenIQ
The panelists pointed to ethical advertising, transparent sales practices, and rigorous research as cornerstones for building consumer trust. With Cambodia’s FMCG sector expanding, industry leaders stressed that sustained growth would depend on maintaining fair competition while protecting consumer rights.
Private-Public Collaboration Key to Progress
Closing the event, EuroCham FMCG Chairman Sothea Rami Sambath underlined the role of collaboration between the private sector and public authorities in promoting responsible marketing.
“Responsible marketing means competing creatively without diminishing others, and we see both local and international brands in Cambodia already practicing this,” Sambath said. He added that the Ministry of Commerce’s recent institutional reforms were encouraging signs, while also inviting more firms to join EuroCham’s collective advocacy efforts.
EuroCham’s Role in Cambodia
Since its founding in 2011, EuroCham Cambodia has grown to over 400 members across 23 European countries. The chamber plays a pivotal role in bridging European business interests with Cambodian regulators, advocating for fair market practices, and supporting sustainable economic growth.
By reinforcing responsible marketing standards, the latest forum signaled Cambodia’s ongoing push to harmonize consumer protection and advertising practices with global benchmarks—an essential step for sustaining investor confidence and long-term growth in the FMCG sector.
