Thailand’s government will on November 8 enforce broad amendments to its Alcoholic Beverage Control Act, further restricting alcohol consumption and strengthening penalties.

Under the revised framework, individuals caught drinking or being served alcoholic beverages during the country’s prohibited hours — typically between 2 p.m. and 5 p.m. and from midnight to 11 a.m. — may now face fines of up to 10,000 baht or more.

The updated Act, formally published in September as the Alcoholic Beverage Control Act (No. 2) B.E. 2568 (2025), retains existing sales-hour restrictions for retail outlets but introduces substantially tougher rules on marketing and advertising.

The amendments broaden the definition of “marketing communication” to cover public relations, influencer activities, sponsorships and cross-branded products, while extending enforcement powers to inspect establishments, vending machines and promotional activities tied to alcohol.

Officials emphasise the reform reflects a wider public-health and social-order agenda, aiming to reduce under-age drinking and alcohol-related harm.

The government also signals the law supports the country’s tourism sector by clarifying exemptions — licensed hotels, duty-free shops at international airports and certain entertainment venues remain largely exempt from the tighter hours.

Business groups and industry associations have raised concerns about the clarity of the new rules, particularly around advertising implementation and the final rollout of subordinate regulations.

The government has pledged to issue detailed guidelines in the coming weeks.

The adoption of the Act marks the most significant overhaul of Thailand’s alcohol regulatory regime in more than a decade.

Travellers and hospitality operators are urged to take prompt compliance action and familiarize themselves with the revised rules and penalties that accompany this expanded control regime.