Alcohol act revamp: Thailand raises the bar on booze ads

Alcohol act revamp: Thailand raises the bar on booze ads

  • 20.03.2025 12:38
  • thethaiger.com
  • Keywords: Alcohol Advertising

Thailand's Alcohol Beverage Control Act has been revised to allow alcohol advertising and permit public sharing of booze-related content legally. The updated law imposes fines for misconduct but aims to support small breweries and offer consumers more choices while preventing excessive promotion of drinking.

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Context

Analysis and Summary: Alcohol Act Revamp in Thailand

Key Changes to the Alcohol Beverage Control Act

  • Revised Section 32: Prohibits direct or indirect advertising of alcoholic beverages that promotes their properties or encourages drinking. Violations will result in a fine of 5,000 baht.
  • Legalization of Public Sharing: Individuals can now share pictures and videos of alcoholic beverages on social media without facing legal punishment.

Parliamentary Vote Results

  • Date of Meeting: March 19, 2023
  • Vote Outcome:
    • Agreed: 365 members
    • Disagreed: 2 members
    • Absent: 5 members

Penalties and Past Cases

  • Previous Fines:
    • A Thai man was fined 150,000 baht for writing a review of alcoholic beverages on his Facebook page.
    • A Parliament member faced a 50,000 baht fine for sharing a picture of himself holding a beer can.

Market Impact

  • Advertising Freedoms:
    • Breweries and distributors can now legally advertise their products, potentially increasing brand visibility.
    • Restaurants and entertainment venues are no longer penalized for displaying alcohol-related logos or branding.
  • Small Brewers Advantage:
    • The revision provides small breweries, especially craft beer producers, with a level playing field to compete with larger companies.

Competitive Dynamics

  • Shift in Advertising Strategies:
    • Major brands previously focused on non-alcoholic products to circumvent restrictions. This practice may now change as they can directly promote alcoholic beverages.
    • Small businesses will have more opportunities to market their products, fostering competition and innovation.

Long-Term Effects

  • Consumer Choice: The revision is expected to increase consumer options and awareness of local and craft alcohol products.
  • Regulatory Balance: The new law aims to strike a balance between promoting business growth and maintaining responsible alcohol consumption practices.

Regulatory Considerations

  • Prohibited Activities:Advertisements must avoid encouraging excessive drinking or making exaggerated claims about product benefits.