Thai Parliament Passes Alcohol Control Bill, Easing Advertising Restrictions
Bangkok, March 19, 2025 – The Thai Parliament has overwhelmingly approved a revised version of the Alcoholic Beverage Control Act, lifting long-standing restrictions on the advertising of alcoholic beverages, including liquor and beer. The move, which had been under consideration for over eight months, comes after years of criticism that the previous laws were overly restrictive and hindered economic growth.
The bill, which underwent extensive debates in parliamentary committees and sessions over the past three weeks, amends several provisions deemed outdated under the original 2008 Alcoholic Beverage Control Act.
Key Changes and Industry Impact
One of the most significant amendments is the relaxation of Section 32, which previously prohibited any form of advertisement or display that directly or indirectly promoted alcohol consumption or its branding. The revised law now allows alcoholic beverage advertising, including the use of logos and product imagery, under specific conditions to be outlined in upcoming regulations. These guidelines will be provided to businesses soon and made official in the Royal Gazette.
The decision follows strong advocacy from the craft beer industry, small-scale producers, and tourism-related businesses, who argued that the strict advertising ban stifled economic growth and innovation. Critics pointed to vague enforcement practices, which at times resulted in fines or legal action against individuals merely for posting photos of alcoholic beverages on social media—a violation previously punishable by fines of up to 50,000 baht ($1,500 USD) or even jail time.
“This is a victory for reason and economic progress,” said Taopiphop Limjittrakorn, a Member of Parliament from the Move Forward Party and a leading advocate for the craft brewing sector. “The old restrictions were not only impractical but also unfairly penalized small businesses and ordinary citizens. Now, we can promote our products responsibly and boost Thailand’s economy.”
Mixed Reactions and Public Concerns
The bill’s passage has been widely celebrated by industry players, particularly craft brewers, who see it as a step toward fair competition with larger corporations. “This is a game-changer for us,” said a representative from a local microbrewery. “We’ve been fighting for this for years, and it finally feels like our voices have been heard.”
However, the move has drawn criticism from public health advocates and anti-alcohol organizations, who warn that easing advertising restrictions could lead to increased alcohol consumption and related social issues, including drunk driving and underage drinking. Thailand already has one of the highest road-related fatality rates globally, many of which are linked to alcohol use, particularly during festive seasons.
In response, Thai lawmakers have assured that the new law will include safeguards, such as mandatory warning messages in advertisements and restrictions on targeting minors. These details will be outlined in future ministerial regulations, expected to be drafted in the coming weeks following the bill’s royal endorsement.
A Boost for Tourism and Economic Growth
The decision aligns with broader efforts by the Thai government to strengthen the tourism sector, a key pillar of the national economy. Earlier this year, Prime Minister Paetongtarn Shinawatra called for a review of Thailand’s controversial afternoon alcohol sales ban (from 2:00 PM to 5:00 PM), signaling a shift toward more flexible alcohol policies. The easing of advertising restrictions is viewed as a complementary step to make Thailand more attractive to international visitors, many of whom expect more relaxed alcohol regulations. As of press time, the afternoon alcohol sales ban remains under consideration for repeal.
With the bill now awaiting royal assent, a formality before it becomes law, Thailand’s alcohol industry is set for a major transformation. The sector, valued at approximately 473 billion baht ($13.97 billion USD) in 2020, is expected to benefit significantly from the new advertising freedoms, particularly in the beer market, which accounts for over half of the industry’s total revenue.
