Thailand Amends Alcoholic Beverage Control Act, Introducing Stricter Rules on Advertising, Sales, and Seller Liability
Nov 28, 2025
Yilia Ye
Thailand’s Alcoholic Beverage Control Act (No. 2) B.E. 2568 (2025), effective November 8, 2025, overhauls alcohol advertising by banning influencer endorsements, surrogate ads, and restrictive sponsorships.
Sales and consumption rules are adjusted by conditionally allowing age-verifying vending machines and introducing “traditional banquet” exemptions for alcohol consumption in certain restricted locations.
Thailand has enacted a significant update to its alcohol control legislation with the gazettement of the Alcoholic Beverage Control Act (No. 2), B.E. 2568 (2025). The amendment, which entered into force on November 8, 2025, introduces a comprehensive overhaul of advertising regulations, imposes stricter duties and new liabilities on sellers.
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