On 9 September 2025, the Royal Gazette published the Alcoholic Beverage Control Act (No. 2) B.E. 2568, which will come into force on 9 November 2025. This amendment significantly revises Thailand’s legal framework governing the marketing and communications of alcoholic beverages. Businesses in the alcohol, hospitality, F&B, and marketing sectors should take immediate note of the new definitions, restrictions, and penalties to ensure compliance.
Key Amendments
1. Expanded Definitions
✓ The Act broadens the definition of “marketing” and “communications” to cover not only traditional advertising but also promotions across digital platforms, social media, influencer marketing, online publications, and point-of-sale activities.
✓ The definition of “alcoholic beverage” for regulatory purposes has also been clarified and expanded.
2. Advertising & Promotional Controls
✓ Stricter rules now govern advertising content, prohibiting messages or imagery that:
⦾ Appeal to minors
⦾ Suggest alcohol enhances physical ability, social standing, or sexual attractiveness
⦾ Encourage excessive or irresponsible consumption
✓ Packaging, labelling, and point-of-sale materials must also comply with these standards.
3. Digital & Influencer Marketing
✓ For the first time, social media influencers and digital content creators fall squarely within the Act’s regulatory scope. Content must be age-appropriate, include disclaimers where required, and avoid glamorizing alcohol consumption.
4. Disclosure & Responsible Messaging
✓ Certain communications may require mandatory warnings or information on alcohol content and health risks.
5. Penalties
✓ Non-compliance now carries heavier fines and sanctions. In addition to higher monetary penalties, regulators may impose administrative measures such as suspending or revoking licenses.
Implications for Businesses
✓ Alcohol producers, distributors, and importers must immediately audit marketing strategies, packaging, and promotional materials.
✓ Hotels, restaurants, and retailers must ensure compliance at the point of sale and in online/offline promotional activities.
✓ Marketing agencies and influencers must implement strict approval processes, contracts with compliance clauses, and age-verification measures.
Recommended Next Steps
1. Conduct a Compliance Audit – Review all advertising, social media campaigns, packaging, and POS displays against the revised definitions.
2. Update Contracts with Agencies/Influencers – Include warranties and indemnities requiring compliance with the Act.
3. Train Staff – Ensure marketing, sales, and compliance teams are fully briefed.
4. Prepare for Enforcement – Establish internal monitoring to mitigate risks of fines or license suspension.
Conclusion
The Alcoholic Beverage Control Act (No. 2) B.E. 2568 represents a significant tightening of Thailand’s alcohol marketing regulations, particularly in the digital sphere. With only weeks before the new law takes effect, businesses should act quickly to review and adjust their communications strategies.
For further information or assistance in implementing compliance measures, please contact us at [email protected]