draft notification of the alcoholic beverages control re rules procedure and condition for labels of alcoholic beverages the draft notification of the alcohol beverages control re rules procedures and conditions for labels of alcohol beverages issued under .... b.e. ... is specified as follows 1. the labels of alcoholic beverages shall not use any message as follows 1 messages which is are regarded as an unfair message to consumers or which include references to consequential social effects even if these messages may relate to sources condition quality or characteristics of products or services including delivery procurement or application of products or services. messages which are regarded as an unfair message to consumers or which include references to consequential social effects are defined as follows a a message which is false or exaggerated. b a message which misleads consumers on the content of products or services although these messages may refer to an academic report statistical data or unrealistic or exaggerated information. c a message that directly or indirectly supports an illegality or morality or leads to discredit to the national culture. d a message that leads to disharmony or prejudice. 2 the message which directly or indirectly persuades consumption or pretentiously exaggerates the benefit or quality of an alcoholic beverage. 2. any of the following characteristics are considered to be included in clause 1 2 1 a message that introduces an attitude that drinking alcohol can lead to social and sexual success including health. 2 a message using the picture of an athlete. 3 a message using the picture of an artist or a singer. 4 a message using the picture of a cartoon. 5 a message that persuades or convinces consumers to purchase or consume in order to donate money to charity. 6 a message that persuades or convinces consumers to participate in activities such as music sports contests or recreation. 3. the draft notification shall not be applied to alcoholic beverages manufactured or imported for distribution out of the kingdom of thailand or for the purposes of testing analysis or research with clear specification or for non-commercial benefits in the kingdom. 4. the labels that were used prior to the date of enforcement of this notification can continue to be used for no more than one hundred and eighty days after this notification becomes effective. 5. this notification shall come into force from the day following the date of its publication in the government gazette