People in Thailand wanting to quench their thirst with an afternoon tipple risk steep fines from Saturday under amended alcohol control legislation that strengthens enforcement and significantly tightens restrictions around marketing and advertising.
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Alcohol sales in Thailand have been banned between the hours of 2pm and 5pm at most retail outlets and supermarkets since 1972, but changes to the Alcoholic Beverage Control Act that take effect on Saturday now mean individuals can be fined 10,000 baht (US$300) or more for drinking or being served alcoholic beverages during prohibited times or in prohibited places.
Although there are exemptions for licensed entertainment venues, hotels, certified establishments in tourist areas and airports offering international flights, the onus has been shifted to consumers, and the tightened laws also prohibit advertising of alcoholic beverages unless the content is purely factual.
The use of celebrities, influencers or public figures to promote alcoholic beverages for commercial purposes is also banned.
The new regulations would have an adverse effect on restaurants because it was the customer that was now “restricted” by the stipulated sale hours, said Chanon Koetcharoen, president of the Thai Restaurant Association.
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If an establishment sells a bottle of beer to a customer at 1.59pm, for example, but they sit and drink on the premises until 2.05pm, that would constitute a violation of the law under Section 32, and that person could be fined. “This will impede the growth of the restaurant industry,” Chanon, who also runs a restaurant in Bangkok, said.