Apart from its beaches and natural beauty, Thailand is famous for its buzzing nightlife and vibrant party scene. Bars, beach clubs, and street parties have long been a part of the country’s charm for travelers. But if you’re planning a trip soon, there’s something new you need to know. Starting November 8, Thailand’s new alcohol law will come into effect, reshaping how drinks are bought and consumed. From time restrictions to stricter local regulations, here’s everything about the upcoming policy that you must know.
Thailand is marking the biggest update to its alcohol regulatory system since 2008 with this new Alcoholic Beverage Control Act (No. 2), B.E. 2568 (2025). This new law will come into effect from November 8, 2025. This law is known to bring many significant changes, like sales restrictions, enforcement measures, advertising, and more.
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The Act is said to redefine the term ‘alcoholic beverages’, which refers to products like spirits, wine, and beer. Under this redefinition, low-alcohol and ready-to-drink products will also be included among alcoholic beverages. It also excludes beverages with less than 0.5% alcohol content. Besides this, herbal products, medicines, and drugs are also excluded to focus on recreational alcohol control.
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One of the significant changes of this new alcohol law is the change in the advertising rules. In Thailand, there will be no alcohol promotions by celebrities or social media influencers. The loophole of indirect advertising with this new rule is now permanently closed.
No alcohol brands will be promoted under the name of corporate social responsibility (CSR) activities. There will be no placement of alcohol brand logos on non-alcoholic goods like clothing or soft drinks, and more.
The advertisements that glorify excessive drinking or promise benefits like attractiveness or enhanced physical abilities will not be strictly banned. The labeling and packaging of such products will now have to compulsorily include clear content disclosures and health warnings.
The sale of alcohol will be considered legal only between 11 am to 2 pm and 5 pm to midnight in all the general outlets and retail stores.
Under separate regulations, there might be exceptions for licensed hotels, entertainment venues, and airport terminals. This means that the timing for alcohol sales for them might be extended, or they might even be granted a 24/7 sales order.
Apart from this, the sellers will also have to verify the age of the buyer and check for intoxication before selling any alcoholic beverage. This is to prevent irresponsible drinking and underage drinking, too.
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In order to bring in a sense of seriousness towards the laws, the penalties for violations have been increased. Selling alcohol illegally can lead to fines up to 100,000 baht (INR 2,74,365.90 approx) and/or imprisonment for up to one year.
Businesses that violate advertising laws might have to pay fines as high as 500,000 baht (INR 1371829.50 approx). They might also have to pay daily fines until the issue is corrected. These measures aim to enforce compliance strictly across manufacturers, importers, sellers, and digital content creators.
Thailand's new Alcoholic Beverage Control Act is among the strictest in the world, addressing modern marketing practices, enhancing public health protections, and enforcing tighter sales regulations with heavier fines. This is to bring in a balance between the nation’s hospitality image and public health priorities.
