Tightened alcohol law may impact businesses in Thailand

Thailand has tightened the restrictions on alcohol sales, advertising and consumption. The new alcohol law, effective from November 8, may harm the hospitality and tourism businesses. 

Under the updated law, individuals, including foreign tourists and business owners, could be fined up to 10,000 baht (US$300). Violations will include both the sale of alcohol during prohibited hours and the actual consumption of alcohol during these hours. Under a rule in place since the 1970s, alcohol sales remain prohibited nationwide from 2:00 PM to 5:00 PM, but the new restrictions place liability directly on consumers.

While licensed entertainment venues, hotels and international airports are exempt from the ban, restaurants and small businesses have found the new rules confusing and difficult to comply with. “If an establishment sells a bottle of beer to a customer at 1:59 p.m., but they sit and drink until 2:05 p.m., that would constitute a violation of the law,” said the Thai Restaurant Association, Chanon Koetcharoen. “This will impede the growth of the restaurant industry.”

According to operators in Bangkok’s nightlife districts, the principles of enforcement remain unclear, and many fear the new regulations could cut sales by as much as half.

The updated law also tightens advertising regulations for businesses, allowing only factual information. Any advertising of alcohol products using celebrities, influencers, or public figures is prohibited. Industry representatives believe this will seriously limit the ability of local producers, particularly small breweries and distilleries, to promote their products.

The government has not yet published detailed regulations explaining how the new regulations will be enforced, creating uncertainty for both businesses and tourists. “We need clarity,” said Sa-nga Ruangwattanakul, president of the Khaosan Road Business Association. “The uncertainty surrounding this new law risks becoming a major obstacle for tourism and spending, especially as the high season begins.”