BANGKOK: Thailand’s new Alcohol Control Act has officially come into force, raising alarms among business operators who fear that the absence of essential secondary legislation could disrupt trade and negatively impact the tourism sector. The law, which took effect on Saturday, November 8, has left many in the private sector uneasy due to the lack of accompanying regulations that are crucial for legal clarity and business operations.
Prapawee Hemathas, Secretary-General of the Craft Beer Trade Association, highlighted the urgent need for sub-regulations, particularly those concerning advertising and publicity. She noted that these elements are vital for modern marketing strategies, yet remain undefined under the new law. While the legislation permits publicity, it prohibits advertising—a distinction that, without clear legal interpretation, could pose significant challenges to businesses.
Impact on Business Operations
The previous regulations were stringent, even forbidding the display of product images or beer bottles on social media, which instilled fear among small producers. “Without clear secondary regulations, businesses will struggle to survive,” Prapawee emphasized. The absence of these regulations leaves the industry in a state of uncertainty, particularly regarding advertising, sales hours, and zoning.
“It’s disappointing that the main law has been enacted, but the secondary regulations, which should have come alongside it, are still missing. We don’t even know if there will be changes to sales hours or zoning since the last announcement says to follow existing rules. The afternoon sales ban from 2pm to 5pm also has no official confirmation,” she explained. This lack of clarity has left many business owners feeling “stuck,” as they attempt to comply with the law without clear guidance on marketing and consumer communication.
“A single misinterpretation could lead to prosecution,” Prapawee warned.
Regulatory Challenges and Economic Implications
Sorathep Rojpotjanaruch, President of the Restaurant Business Entrepreneurs Association, expressed concerns that government regulations should facilitate smooth business operations rather than impede them. The new law reiterates penalties for drinking outside permitted hours, posing a risk to both venues and customers, including foreign tourists, who might inadvertently violate the law.
Australia has already issued an advisory to travelers visiting Thailand, warning them of the new restrictions. Other countries are expected to follow suit, potentially affecting the flow of tourists to Thailand. Sorathep noted, “This law will inevitably have a huge impact on Thailand’s tourism economy and restaurant businesses, particularly in key tourist zones across Bangkok and major provinces.”
Looking Ahead: The Need for Clear Regulations
The announcement of the Alcohol Control Act comes at a time when Thailand is striving to boost its tourism sector, which has been recovering from the impacts of the COVID-19 pandemic. The uncertainty surrounding the law’s implementation could deter potential tourists and create operational difficulties for local businesses.
Experts argue that the government needs to expedite the issuance of secondary regulations to provide the necessary clarity and support for businesses. This includes defining advertising and publicity, as well as establishing clear guidelines for sales hours and zoning. The move represents a critical step in ensuring that the law supports rather than hinders economic growth.
As Thailand navigates these regulatory challenges, the focus remains on balancing public health objectives with economic vitality. The next steps will be crucial in determining how effectively the new alcohol control measures are integrated into the country’s broader economic and tourism strategies.
