USE OF EMOJIS IN ONLINE MARKETING FOR ALCOHOL IN THAILAND UNDER LEGAL RESTRICTIONS
Keywords:
Emoji, Alcoholic Beverages, Advertising Laws, Online Marketing, SemioticsAbstract
This study aims to analyze the patterns and roles of emojis used by alcoholic beverage companies in marketing communications on online platforms under the legal advertising restrictions in Thailand. Using a mixed methods research approach, the study analyzed 4,425 public posts from 1,421 user accounts on online platforms between July 2024 and February 2025. The results show that emojis are used in various patterns, including replacing brand names with animal emojis (e.g. ð or ðĶ), combining them with numerical codes (e.g. ðÃ3 = 199.-) and arranging them as visual codes that are understood exclusively within specific target groups. The study identifies five main functions of emoji use: (1) circumventing legal restrictions, (2) creating emotional engagement, (3) brand positioning, (4) covert communication and (5) functioning as cultural codes for target groups. In addition, differences in emoji usage patterns were observed between different poster groups, with influencers and restaurants/bars showing a greater tendency to use emojis for implicit promotional purposes compared to other groups. The use of such visual symbols allows businesses to avoid legally prohibited language while maintaining effective communication, especially through channels that are easily accessible to youth audiences. Consequently, emojis have evolved into sophisticated yet difficult-to-regulate marketing tools. These findings reflect the regulatory gaps in the digital age, including the need to develop technologies to detect new forms of covert advertising, and underscore the urgent need for improved regulatory mechanisms and media literacy development among Thai youth.
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