Royal decree shakes up industry
Thailand is imposing strict new rules on alcohol marketing. A royal decree signed by King Maha Vajiralongkorn and published on September 9 in the Royal Gazette introduces the Alcohol Control Act (No. 2), replacing the 2008 regulations. The law takes effect on November 8, 2025, following a 60-day transition period.
The legislation practically bans all alcohol advertising. Only basic informational content following ministerial guidelines is allowed. The ban covers:
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Promotion using celebrities or influencers
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Branding on clothing or other products
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Sponsorship of events by alcohol brands
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Publication of news on prohibited advertising
Severe penalties for violators
Violators face fines of up to 500,000 Baht (approx. €12,500) or up to six months in prison. Repeat offenders risk daily fines of 50,000 Baht (approx. €1,250) until ads are removed.
Stricter penalties also apply for illegal sales: alcohol sold outside permitted times or to prohibited groups can result in up to one year in prison or fines up to 100,000 Baht (approx. €2,500).
“This ensures comprehensive and consistent alcohol control measures,” said Deputy Prime Minister Phumtham Wechayachai.
Exceptions and transition rules
Not all drinks are affected: beverages with 0.5% alcohol or less, such as some kombuchas or non-alcoholic beers, are exempt. Medicinal and herbal products are also excluded.
Legal expert Dr. Paul Crosio notes that previous 2008 ministerial regulations remain temporarily valid unless they contradict the new law. Ministries have one year to issue detailed new guidelines.
Tourism sector relief
The tourism industry receives partial relief: since June 27, 2025, alcohol sales at international airports, hotels, and licensed entertainment venues are extended. In selected provinces, bars can serve alcohol until 4 a.m., and many hotels now offer 24-hour room service for drinks. Retailers, however, maintain standard opening hours.
Health versus economy
The government emphasizes public health:
“The aim is to modernize and enforce alcohol control measures effectively, focusing on youth protection and support for dependents.”
Critics warn of economic impact. Thailand’s breweries and spirits industry employs thousands and contributes significant tax revenue. How authorities will balance health priorities with economic interests remains to be seen.