H&P Corporate lawyers’ team in Bangkok have prepared a brief summary of the legal updates regarding alcohol businesses in Thailand in 2025.
Alcohol Control Act (No. 2) B.E. 2568
On 9 September 2025, the Alcohol Control Act (No. 2) B.E. 2568 was officially published in the Royal Gazette. The Act will come into effect 60 days after its publication.
Purpose of the Act
The Act aims to revise and strengthen the legal framework for controlling alcoholic beverages to ensure alignment with current social and economic conditions. The government seeks to reduce health impacts on the public and to effectively regulate access to and advertising of alcoholic beverages.
Given that the previous law has been in force for a long time, it was deemed necessary to update definitions and provisions concerning:
- The composition and responsibilities of various committees
- The powers and duties of the acting Minister
- The authorities of relevant offices and officials
- Regulations on the control of alcoholic beverages, advertising, promotional activities, and the support, treatment, and rehabilitation of individuals affected by alcohol consumption
These updates are intended to make the legal framework better suited to current circumstances.
Key Highlights of the Act
- Expanded Definitions
- Broadened the definitions of “alcoholic beverages” and “marketing communication” to cover modern advertising and promotional activities
- National Alcohol Policy Committee Structure
- Clarified structure, with the Prime Minister or Deputy Prime Minister serving as Chair
- Penalties for Violations
- Violators may face imprisonment of up to 1 year or fines up to THB 100,000 (in some cases, up to THB 500,000)
- Daily fines may apply for continuous violations
- Restrictions on Public Communications
- Individuals may share images or content related to alcoholic beverages as long as there is no commercial intent
- Advertising and promotional activities remain strictly regulated
Amendments to Section 32 “Advertising”
Previous provision: Prohibited advertising that promotes alcohol consumption, including using names or trademarks to entice drinking. Communications were limited to informational or educational content.
Updated provision:
- 32/1: Advertising to encourage drinking is prohibited, but educational content is allowed under specified conditions
- 32/2: Use of celebrities to promote alcohol consumption is prohibited, except for targeted educational purposes
- 32/3: Prohibits advertising other products using alcohol names, logos, or symbols, which may mislead consumers
- 32/4: Prohibits support of public activities that indirectly encourage drinking
- 32/5: Prohibits dissemination of activities or information violating 32/4
Other Important Points
- Promotion of treatment and rehabilitation for those affected by alcohol consumption
- Extension of sales hours and standards for point-of-sale locations
- Implementation of automated vending machines may be regulated by additional ministerial regulations or subordinate legislation
Changes from Previous Law
This Act replaces and updates the Alcohol Control Act B.E. 2551 to reflect contemporary consumer behavior, digital marketing practices, and the current economic environment.
Conclusion
The Alcohol Control Act (No. 2) B.E. 2568 represents a significant step forward in creating a modern and effective regulatory framework. It protects public health while ensuring that alcohol marketing is responsibly controlled in line with present-day conditions.
If you want to have a legal consultation about the impact of these legal updates in your business, please contact our Bangkok lawyers’ team at [email protected]
