Picture courtesy of Straitstimes
Drinkers face hefty fines from 8 November under new amendments to the Alcoholic Beverage Control Act, which strengthen restrictions on alcohol sales and consumption during prohibited hours. Individuals caught drinking or being served alcohol between 2pm and 5pm, or from midnight to 11am, could face penalties of 10,000 baht or more. The tightened rules also extend to advertising, with bans on promotional content featuring celebrities, influencers or public figures.
The law, first enacted in 1972 to restrict alcohol sales between 2pm and 5pm at most retail outlets and supermarkets, has now been updated to shift responsibility from sellers to consumers. Although licensed entertainment venues, hotels, certified tourist establishments and international airports are exempt, customers themselves are now liable for violations. Authorities say the move is aimed at curbing excessive drinking and promoting public order, though critics argue it will damage the hospitality sector.
Restaurant owners have voiced concerns that the legislation will harm their businesses. Thai Restaurant Association president Mr Chanon Koetcharoen said the restrictions will impede growth because customers are now directly penalised. He cited an example where a customer who buys a beer before 2pm but continues drinking after the cutoff could be fined under Section 32. "This will impede the growth of the restaurant industry," said Mr Chanon, who also operates a restaurant in Bangkok.
On Bangkok's Khao San Road, known for its nightlife and backpacker crowd, businesses are continuing to serve alcohol throughout the day, despite the restrictions. One assistant manager, who declined to give his full name, said sales could halve during the banned hours as customers become more cautious. "With the possibility of drinkers themselves being fined, sales of alcohol may halve during those times," he said.
Some observers warn that the stricter rules could open the door to misuse by officials seeking to fine customers or businesses for personal gain. Opposition MP Mr Taopiphop Limjittrakorn of the People's Party, who advocates for liquor liberalisation, said he believes alcohol should be available 24 hours a day. "The amended law aims to serve the purpose of those opposing alcohol," he said.
As the new rules take effect, enforcement and public awareness are expected to be key factors determining their impact. Industry groups are urging the government to clarify guidelines to prevent arbitrary penalties and reduce confusion among businesses and consumers alike.
Key Takeaways
• Thailand now could fine individuals 10,000 baht or more for drinking during prohibited hours.
• New rules shift responsibility from sellers to consumers, tightening advertising limits.
• Restaurant owners and opposition MPs warn the measures could hurt tourism and dining sectors.
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