On 10 September 2025, the Royal Decree on the Alcoholic Beverage Control Act (No. 2) B.E. 2568 was published on the Royal Gazette, introducing amendments to Thailand’s regulatory framework on alcoholic beverages. Scheduled to take effect 60 days after publication, these changes represent the most significant update since the Alcoholic Beverage Control Act B.E. 2551 (2008).
The stated purpose of these amendments is to “align with current circumstances,” reflecting Thailand’s evolving policy priorities around public health, consumer protection, and the regulation of marketing practices in the alcoholic beverage sector. These changes will have direct implications for foreign investors, hospitality operators, F&B entrepreneurs, and corporate stakeholders with operations in Thailand.
What Has Changed?
Revised Definition of ‘Alcoholic Beverages’
The Act provides a clearer threshold for what qualifies as an alcoholic beverage. Any product with an alcohol content of 0.5% or higher now falls within the scope of the law. This removes prior ambiguities for low-alcohol or fermented products and brings Thailand’s classification more in line with international standards.
Marketing Communications
The definition of “marketing communications” has been broadened considerably, and now extends beyond traditional advertising to cover public relations activities, sponsorships, events, product placements, and promotional campaigns. The intention is to regulate not only direct advertising but also indirect promotional activities that could encourage alcohol consumption.
One of the most significant areas of reform concerns the regulation of alcohol-related advertising and marketing practices, namely:
- General Ban on Advertising: Most forms of advertising are prohibited. However, exceptions are made for factual, educational, or public health-related communications such as content about responsible consumption or product information.
- Prohibition on Celebrity Endorsements: Alcohol brands may no longer engage celebrities, influencers, or public figures to promote their products.
- Brand Visibility Restrictions: The use of alcoholic beverage branding on unrelated goods or services is strictly prohibited. For example, promoting merchandise that indirectly promotes an alcohol brand, such as clothes or soda would likely be considered violations of the new regulations.
- Limits on Sponsorships: Sponsoring sports or other events will likely not be permitted where such sponsorship promotes alcohol products or consumption. This includes restrictions on the use of brand names or logos at events, even if framed as community or social contributions.
Enforcement and Penalties for Non-Compliance
The Act also revises the composition and authority of the National Alcoholic Beverage Policy Committee, granting it broader powers to oversee, coordinate, and enforce alcohol control policies nationwide. This Committee now plays a central role in implementing advertising restrictions, monitoring compliance, and advising on future policy directions.
Moreover, the Act specifies penalties under several sections, with the level of severty varying according to the nature of the offence and the party responsible. These include:
- Section 37/1 (Advertising Violations): Unlawful advertising or promotion of alcoholic beverages can result in fines of up to THB 500,000.
- Section 40 (Brand Promotions and Sponsorships / Illegal Sales): Prohibited brand promotions or sponsorships, as well as illegal sales of alcoholic beverages, may result in fines of up to THB 100,000 and/or imprisonment of up to one year.
- Section 40/1 (Indirect Marketing Practices): Additional sanctions apply for indirect marketing activities, including the use of third-party platforms or influencers.
- Section 43/1 (New Advertising Violations): New provisions covering certain forms of advertising violations allow for penalties of up to six months’ imprisonment and/or fines of up to THB 100,000.
- Daily Fines: Continuing violations may incur additional penalties of up to THB 50,000 per day until rectified.
In addition, the Act repeals outdated regulations, including Revolutionary Council Announcement No. 253 (1972) and NCPO Order 22/2015, to streamline the current regulatory framework.
What These New Alcohol Regulations Mean for Stakeholders Involved
Brewers, importers, distributors, and retailers are advised to carefully review their current operations, particularly around brand promotion, event sponsorship, and public engagement activities. Businesses in the hospitality sector, such as restaurants, hotels, and bars, will need to adjust marketing strategies that previously relied on promotional campaigns or partnerships.
The expanded scope of “marketing communications” significantly restricts indirect advertising. Traditional tactics such as brand placement in films, cultural sponsorships, or “soft” promotions linked to lifestyle events will now expose firms to compliance risks. Marketing budgets may need to be reallocated toward permissible channels, such as informational campaigns and responsible consumption initiatives.
Nonetheless, the government has also relaxed certain sales prohibitions. On 11 September 2025, officials confirmed the lifting of a long-standing ban on alcohol sales in restaurants between 2:00–5:00 PM. The prohibition had been in place since 1972 under Revolutionary Council Announcement No. 253, originally to discourage drinking during working hours.
However it is important to note that the relaxation of the alcohol sale prohibition is only applicable to designated venues such as international airports, hotels, and certain licensed establishments. Outside of these, restrictions still apply.
The updated authority of the National Alcoholic Beverage Policy Committee, combined with clearer penalties, will likely result in more active monitoring and stricter enforcement. Companies can expect compliance checks, higher scrutiny of digital marketing, and potential increases in operational costs linked to legal and compliance functions.
Closing Comments
The Alcoholic Beverage Control Act (No. 2) B.E. 2568 reflects Thailand’s broader effort to modernize its alcohol control laws, balancing public health concerns with the realities of a growing hospitality and beverage industry. By expanding definitions, tightening restrictions, and clarifying penalties, the law seeks to strengthen regulatory oversight and limit the influence of marketing on alcohol consumption.
For investors, hospitality operators, and F&B businesses, these amendments represent both a compliance challenge and a call to re-examine marketing and promotional strategies in Thailand. Navigating this new regulatory environment will require careful legal planning, proactive risk management, and ongoing monitoring of enforcement trends.
Silk Legal will continue to monitor developments in this area and provide guidance to stakeholders in the alcohol and hospitality sectors on how best to comply with these new requirements while sustaining business growth in Thailand.
Silk Legal can aid in licensing and compliance matters. This article is for information only. While we have tried to keep our updates as accurate as possible, changes to legislation or other factors may affect your decisions. Please feel free to contact us for a free consultation at [email protected].
