Arya News - The initiative focuses on frontline employees, who must decide whether to proceed with an alcohol sale and may face difficult conversations when asking for identification or refusing service.
PHNOM PENH – Alcohol retail workers in Cambodia are being offered Khmer-language training on checking customers’ ages and refusing sales to minors and intoxicated people under an industry-led initiative supported by the Ministry of Commerce.
The Responsible Retailing Excellence Programme was launched in Phnom Penh on October 5, with organisers seeking to make safeguards part of daily operations in shops, supermarkets, restaurants, bars and hotels.
The Wine Spirit & Beer Importers and Distributors Association (WSBIDA) and the International Alliance for Responsible Drinking (IARD) signed a memorandum of understanding (MoU) at the Hyatt Regency Phnom Penh to implement the programme. Commerce minister Cham Nimul witnessed the signing.
The initiative focuses on frontline employees, who must decide whether to proceed with an alcohol sale and may face difficult conversations when asking for identification or refusing service.
“A member of staff may need to ask for proof of age. They may need to prevent a sale to someone underage, or refuse a sale to someone who is intoxicated,” IARD president and CEO Julian Braithwaite said at the launch.
“They may need to manage a difficult conversation while remaining calm, respectful and professional,” he added.
The training covers age verification, preventing sales to minors, recognising signs of intoxication and explaining refusals clearly.
Organisers said the online resources have been translated into Khmer and adapted to Cambodia’s retail environment.
Braithwaite said the materials were intended to become part of staff induction, refresher training and everyday business procedures.
He also distinguished the industry’s responsibilities from those of the government, saying public authorities were responsible for setting policy and the regulatory framework, while businesses should train staff and apply safeguards when selling or serving alcohol.
“That is not a substitute for regulation. It is responsible business supporting public policy through practical action,” he said.
IARD brings together major beer, wine and spirits producers. The organisation says its mission is to reduce harmful drinking and promote moderation.
Speaking about retailers’ commitments, WSBIDA member Mike Vongsykeo outlined measures including requesting proof of age, displaying age-restriction signs and refusing purchases by intoxicated customers.
He said staff were asked to check the age of customers buying alcohol whom they believed to be under 18.
Documents used to establish age could include a passport, national identity card or valid driving licence.
Vongsykeo also outlined safeguards for online transactions, including requesting a date of birth before access to a website or application and checking proof of age upon delivery.
His remarks described retail practices rather than announcing a new national legal purchasing age.
He said employees needed straightforward procedures for age checks, refusals of service and difficult customer situations, supported by induction and refresher courses.
Other measures he outlined included training staff on the effects of alcohol and signs of excessive consumption, displaying alcohol content and health or pregnancy warnings, and avoiding promotions that encourage irresponsible drinking.
WSBIDA president Tan Ser Chhay said Cambodia’s retail sector included both large businesses with established systems and small independent outlets, requiring guidance that could be applied across different settings.
“Standards only create real impact when they are understood and applied every day,” he said in his opening remarks.
The online platform is intended to extend access beyond Phnom Penh and allow employees to revisit training when needed.
According to a joint release, businesses will also be able to monitor and evaluate learning outcomes through the platform.
Tan said the association would work with its members and industry partners to promote, review and strengthen retail practices.
“Responsible retailing should become part of how Cambodia does business every day,” he was quoted as saying.
The programme follows earlier industry initiatives, including a responsible marketing code introduced in 2017 and renewed in 2024, according to WSBIDA.
The new partnership shifts the focus towards decisions made at the point of sale, with organisers seeking to embed age checks and refusals of inappropriate sales into routine staff training and business procedures.