Bangkok, March 19, 2025 – The Thai Parliament voted overwhelmingly to pass a revised version of the Alcoholic Beverage Control Act, effectively lifting longstanding restrictions on the advertising of alcoholic beverages, including liquor and beer. These restrictions had been criticized for years by many as draconian leading to the new bill.
The move had been under consideration for over eight months.
The bill, which had been debated extensively in parliamentary committees and sessions over the past three weeks, addresses several provisions deemed outdated or overly restrictive under the original Alcoholic Beverage Control Act of 2008.
One of the most notable changes is the relaxation of Section 32, which previously prohibited any form of advertisement or display that directly or indirectly promoted alcohol consumption or showcased its branding. The revised law now permits advertising of alcoholic beverages, including the use of logos and product imagery, under certain conditions yet to be fully detailed in forthcoming regulations. These regulations should be provided to businesses in the near future while being made official in the Royal Gazette.
The decision comes after years of advocacy from various stakeholders, including the craft beer industry, small-scale producers, and tourism-related businesses, who argued that the stringent advertising ban stifled economic growth and innovation. Critics of the old law pointed to its vague enforcement, which sometimes resulted in fines or legal action against individuals for merely posting photos of alcoholic beverages on social media—a practice that could previously incur penalties of up to 50,000 baht (approximately $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 prominent 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.”
The passage of the bill has been met with widespread approval from industry players. Craft brewers, in particular, celebrated the decision, noting that the ability to advertise will level the playing field with larger corporations and allow them to reach adult consumers more effectively. “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 not been without controversy. Public health advocates and anti-alcohol networks have expressed concerns that easing advertising restrictions could lead to increased alcohol consumption and related social harms, such as drunk driving and underage drinking—issues that have long plagued Thailand. The country has one of the highest rates of road-related fatalities in the world, many of which are linked to alcohol use, particularly during festive seasons.
In response, Thai lawmakers have emphasized that the new law will include safeguards, such as mandatory warning messages in advertisements and restrictions on targeting minors. Details of these regulations will be outlined in future ministerial guidelines, which are expected to be drafted in the coming weeks following the bill’s royal endorsement.
The timing of the decision aligns with broader efforts by the Thai government to bolster the tourism sector, a key driver of the national economy. Earlier this year, Prime Minister Paetongtarn Shinawatra ordered a review of the afternoon alcohol sales ban (from 2:00 PM to 5:00 PM), signaling a willingness to adapt policies to meet the demands of businesses and visitors alike. The relaxation of advertising rules is seen as a complementary step to make Thailand more attractive to international tourists, many of whom expect greater flexibility in alcohol-related regulations. The afternoon alcohol ban remains under consideration to be lifted as of press time.
The bill now awaits royal assent, a formality that will pave the way for its official enactment. Once in effect, it is expected to reshape the landscape of Thailand’s alcohol industry, which was valued at approximately 473 billion baht ($13.97 billion) in 2020, with beer constituting over half of the market.
