Thailand’s New Alcohol Law Sparks Confusion Over Ad Rules Ahead of Implementation
Industry raises concerns over vague regulations under Alcoholic Beverage Control Act (No. 2) set to take effect from November 8, 2025
Thailand’s Alcoholic Beverage Control Act (No. 2) of 2025 is scheduled to come into force on November eighth, according to the Department of Disease Control in the Public Health Ministry.
The law introduces revised rules for advertising and the sale of alcoholic beverages.
Kawee Sakawee, chairman of the Thai Alcohol Beverage Business Association (TABBA), said the industry has two major concerns: advertising regulations and aspects of beverage sales.
One of the advertising revisions is Section 32/1, which prohibits advertisements for any alcoholic beverages unless they serve to provide information, knowledge or public relations in compliance with rules, procedures and conditions prescribed by the minister on the recommendation of the Control Committee.
TABBA expressed uncertainty over what practices will be permitted, especially whether product origin may be mentioned, because ministerial notifications and subordinate legislation required for implementation have not yet been issued.
Mr Kawee also raised concern that political transition—appointment of a new cabinet or changes in ministerial leadership—could delay issuance of those implementing rules.
He said that historically, regulatory outcomes in this industry have not been favourable for small operators.
TABBA stated that the law is meant to foster greater freedom in the sector, and stakeholders are calling on the government to ensure that the forthcoming subordinate legislation preserves the original intent of the Act.
According to legal summaries, the Act also tightens penalties for violations and includes stricter oversight for sales times; it replaces a 2008 law, and aims to close loopholes in advertising and promotion.
Industry experts note the House of Representatives passed amendments to ease advertising restrictions earlier this year, including lifting bans on displaying product logos and images under certain guidelines, and removing some time-based sales bans.
The law must still be supported by ministerial regulations and official notifications before full implementation.
The law introduces revised rules for advertising and the sale of alcoholic beverages.
Kawee Sakawee, chairman of the Thai Alcohol Beverage Business Association (TABBA), said the industry has two major concerns: advertising regulations and aspects of beverage sales.
One of the advertising revisions is Section 32/1, which prohibits advertisements for any alcoholic beverages unless they serve to provide information, knowledge or public relations in compliance with rules, procedures and conditions prescribed by the minister on the recommendation of the Control Committee.
TABBA expressed uncertainty over what practices will be permitted, especially whether product origin may be mentioned, because ministerial notifications and subordinate legislation required for implementation have not yet been issued.
Mr Kawee also raised concern that political transition—appointment of a new cabinet or changes in ministerial leadership—could delay issuance of those implementing rules.
He said that historically, regulatory outcomes in this industry have not been favourable for small operators.
TABBA stated that the law is meant to foster greater freedom in the sector, and stakeholders are calling on the government to ensure that the forthcoming subordinate legislation preserves the original intent of the Act.
According to legal summaries, the Act also tightens penalties for violations and includes stricter oversight for sales times; it replaces a 2008 law, and aims to close loopholes in advertising and promotion.
Industry experts note the House of Representatives passed amendments to ease advertising restrictions earlier this year, including lifting bans on displaying product logos and images under certain guidelines, and removing some time-based sales bans.
The law must still be supported by ministerial regulations and official notifications before full implementation.
