Thailand’s food and beverage sector has been thrown into turmoil after a significant amendment to the Alcohol Control Act came into effect last week, introducing consumer penalties for drinking during restricted hours — a first in the country’s legal history.
The revisions, which aim to modernise the 2008 Act for the digital era and balance social welfare with economic growth, have instead sparked confusion and anger across the hospitality industry.
Thailand has long banned alcohol sales at most retail outlets and supermarkets between 2pm and 5pm, a rule dating back to 1972. But the updated Alcoholic Beverage Control Act now goes further: individuals can be fined 10,000 baht (US$300) or more for drinking or being served alcohol during prohibited times or in restricted locations.
Previously, enforcement targeted vendors, who faced penalties for selling to minors or intoxicated customers. Shifting legal responsibility onto consumers marks a significant tightening of control — and one that has caught both businesses and drinkers off guard.
The amendment also broadens advertising restrictions. Alcohol promotion is now limited strictly to factual information, and the use of celebrities, influencers or public figures in any commercial alcohol marketing is explicitly banned.
Industry groups say the new rules contradict Thailand’s efforts to revive tourism and support small businesses.
“It’s unclear what purpose this law serves,” said Sorathep Rojpotjanaruch, chairman of the Thai Restaurant Business Association. “Those who signed it may not realise how much damage it will cause to the tourism and service economy.”
Authorities have carved out exemptions for licensed entertainment venues, hotels, certified establishments in designated tourist zones, and airport departure lounges serving international flights. But smaller restaurants, cafés and bars remain bound by the full restrictions.
Operators say they are struggling to keep up while waiting for detailed guidance on enforcement.
“We’re in limbo,” said Prapawee Hemathas, secretary-general of the Craft Beer Trade Association.
Nightlife and restaurant associations are now preparing to petition Prime Minister Anutin Charnvirakul for urgent clarification — and potential revision — before the new rules inflict deeper damage on Thailand’s tourism-driven economy.
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