The Act, granted by His Majesty King Maha Vajiralongkorn Phra Vajiraklaochaoyuhua on Sept 6 and formally published on Sept 9, is to take effect 60 days after its publication.
The revised law replaces the original Alcohol Control Act of 2008, updating key definitions, strengthening restrictions on marketing, and expanding the powers of the National Alcohol Policy Committee, which will now be chaired by the Prime Minister.
Among the most significant changes are new prohibitions on advertising and promotional activities. The law bans:
- Advertising alcoholic beverages except for factual information, knowledge or public information permitted under ministerial regulations.
- Use of brand names, logos or celebrities’ reputations to promote alcohol consumption.
- Indirect advertising, such as branding non-alcoholic products with alcohol-related names or symbols.
- Sponsorship of social or community activities in ways that encourage alcohol consumption.
- Publicising or broadcasting events or activities linked to prohibited promotions.
Violations of these provisions carry penalties ranging from administrative fines of up to B20,000 to criminal penalties of up to six months’ imprisonment or fines of up to B500,000, depending on the offence. Repeat violations may incur daily fines of up to B50,000 until compliance is achieved.
The law also imposes harsher penalties for illegal sales. Anyone selling alcohol outside legal hours or to prohibited groups faces up to one year in prison, fines up to B100,000, or both.
In addition, the Act repeals outdated regulations, including a Revolutionary Council announcement from 1972 and a 2015 order by the National Council for Peace and Order that restricted certain entertainment venues.
The government said the updates are necessary to modernise the 2008 law, which has been in effect for more than 15 years, and to ensure alcohol control measures remain effective and relevant. The legislation also aims to strengthen support for treatment and rehabilitation of people with alcohol dependence or related problems.
Deputy Prime Minister Phumtham Wechayachai countersigned the Royal Command.
The powers and duties of the Acting Minister, the powers and duties of the Office, the powers and duties of officials, and provisions regarding alcoholic beverage control, advertising, promotion, and support for the treatment or rehabilitation of alcoholics or those with alcohol-related problems, to be appropriate for the current situation, Deputy PM Phumtham said.
“Furthermore, it is appropriate to establish provisions regarding the prohibition period for the consumption of alcoholic beverages in places or areas where alcoholic beverages are sold, places or areas where alcoholic beverages are served for commercial purposes, and penalties,” he said.
“This aims to ensure comprehensive and unified alcoholic beverage control measures, as well as to enhance law enforcement efficiency. Therefore, it is necessary to enact this Act,” he added.
Dr Paul Crosio, of attorneys Formichella & Sritawat, noted, “As per Section 43, the existing ministerial regulations from the 2008 law remain in effect unless they conflict with this new amendment. The relevant ministries have one year from the effective date (which is 60 days after its publication on Sept 9, 2025) to issue new detailed regulations that will specify the exact rules and procedures under this new law.”
However, a notice by the Ministry of Public Health, noted, ”It will come into effect from November 8, 2025 onwards.”
Dr Crosio in his analysis also noted, “Since 27 June 2025, following a new Prime Minister’s Office Notification on alcohol sales hours, Thailand has allowed extended sales in specific venues:
- International Airports – Lounges, bars, and duty-free shops may now serve alcohol beyond previous time restrictions.
- Licensed Hotels – In-room service is now allowed 24/7.
- Licensed Entertainment Venues – Extended hours until 4 am in designated provinces.
- General Retail Stores – No change; original sale hours remain in effect.”
Regarding advertising and promotion, Dr Crosio noted that the new Act “dramatically broadens the scope of prohibited activities”, as follows:
- New Definition: “Marketing communications” now explicitly includes public relations, news dissemination, creating brand image and sponsoring events.
- Sec 32/1: Bans all advertising except strictly defined “information”.
- Sec 32/2: Bans using celebrities/influencers to induce consumption.
- Sec 32/3: Bans using alcoholic brand names/symbols on other products (e.g., soda, clothing).
- Sec 32/4 & 32/5: Bans Corporate Social Responsibility (CSR) activities that promote the brand and bans publishing news about such activities.
Among some good news, as highlighted by Dr Crosio, is that: “Section 3 now clarifies the exemption. Now explicitly excludes ’beverages with an alcohol content of not more than 0.5 percent’(e.g., many kombuchas, alcohol-removed beers), alongside drugs and herbal products.”