Thailand has introduced sweeping reforms to its alcohol regulations with the publication of the Alcohol Control Act (No. 2) in the Royal Gazette on 9 September 2025. Signed into law by His Majesty King Maha Vajiralongkorn earlier in the month, the new legislation replaces the 2008 act and will come into force on 8 November 2025.
The new law is a stricter version of Thailand’s already strict Alcohol Control Law from 2008 and signals the government’s determination to tackle alcohol-related harm through stricter oversight of advertising, sales, and sponsorship.
One of the most significant changes concerns alcohol marketing. The law introduces broad prohibitions on advertising and promotional content, allowing only factual product information or health-related messages as defined by future ministerial regulations.
Key restrictions include bans on using brand names, logos, or celebrities to promote alcoholic beverages, as well as indirect advertising through brand placement on non-alcohol products. The act also forbids alcohol companies from sponsoring social or community activities that could encourage drinking, including sport and music events.
Penalties for breaching the new rules are severe. Businesses violating the new advertising/CSR regulations can face fines of up to THB500,000 with daily fines reaching up to THB50,000 per day until the violation is corrected.
The new law also introduces stricter penalties for unlawful sales. Selling alcohol outside of permitted hours, or to groups where sales are prohibited, can lead to imprisonment of up to one year, fines of THB 100,000, or both.
Certain exemptions remain in place. Duty-free shops and airport lounges may continue to sell alcohol around the clock. Licensed hotels are allowed 24-hour room service sales, while entertainment venues in designated areas have extended hours. For most retailers, however, existing sales time restrictions continue to apply.
Although the act comes into effect in November 2025, ministries have up to one year to issue detailed regulations clarifying how the provisions will be enforced. Businesses are advised to begin reviewing their marketing and sponsorship activities now to ensure compliance. Particular attention should be paid to celebrity endorsements, event sponsorships, and the use of alcohol branding in non-alcohol contexts.
By tightening restrictions on marketing and sales, the 2025 law aims to reduce alcohol consumption and its social costs, while aligning Thailand’s approach with international public health goals. It also reflects the government’s recognition of how modern advertising channels, particularly digital media, can influence consumer behavior.
For alcohol producers, retailers, and event organisers, the message is clear: compliance will require significant adjustments, but those who adapt early will be best placed to operate confidently under the new regime.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
