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April 10, 2026

Thailand’s Consumer Protection Board Preparing Regulations to Address Digital Risks

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As digital commerce continues to reshape consumer behavior in Thailand, the Office of the Consumer Protection Board (OCPB) has been taking steps to review and update key regulations for online platforms. The OCPB has had a particular focus on addressing the risks posed by e-marketplace businesses—from misleading product information to fraudulent online transactions. Some of the regulator’s current legislative efforts related to Thailand’s labeling regulations as well as potential changes to the country’s law on direct sales and marketing.

Proposed Changes to Consumer Protection Labeling Regulations

On February 24, 2026, the OCPB convened a public hearing to review the Notification of the Committee on Labels re: Specification of Goods as Controlled Label Goods B.E. 2565 (2022) and its annex issued under the Consumer Protection Act. The closed-door session, which started the OPCD’s process of seeking feedback on the proposed changes, brought together representatives from government agencies, business operators, and consumer groups.

The OCPB explained that its review of the labeling regulations aims to address regulatory gaps arising from evolving commercial practices, particularly the expansion of e-commerce and cross-border transactions. Authorities highlighted recurring issues involving product information that is unclear, incomplete, or potentially misleading in digital sales channels. The proposed revisions are intended to improve consumers’ access to accurate and complete product information, ensure that label disclosures remain relevant amid the growth of e-commerce, and strengthen protections against deceptive or misleading digital advertising.

The review is being undertaken pursuant to the Consumer Protection Act B.E. 2522 (1979). As part of the initiative, the OCPB signaled a potential update to the categories of “controlled label products” as well as enhanced disclosure obligations for business operators, with the broader aim of promoting greater transparency, reinforcing operator accountability, and aligning Thailand’s labeling framework with current market conditions.

The OCPB secretary general emphasized that the public consultation process provides an opportunity for government agencies, private sector representatives, and the public to submit comments and recommendations on the practicality and appropriateness of the revised requirements. In the longer term, the proposed amendments aim to elevate Thailand’s labeling standards in line with modern trade practices and international expectations, thereby strengthening consumer protection and confidence in the digital marketplace.

Feedback from the initial hearing will be compiled and submitted to the committee overseeing the drafting of the regulatory changes for further review. The OCPB has indicated that additional on‑site public hearings are expected to be held by June 2026.

Proposed Amendments to the Direct Sales and Direct Marketing Act

Separately, the OCPB is also moving forward with plans to amend the Direct Sales and Direct Marketing Act, which was last updated in 2017, to introduce direct regulatory oversight of online platforms. This initiative comes in response to an increasing number of online fraud cases, including nondelivery of goods, products that do not match their descriptions, and scams embedded in online advertisements. As these issues make it increasingly difficult for consumers to verify the legitimacy of sellers, the OCPB is moving forward with plans to amend the law to introduce direct regulatory oversight of online platforms and better protect consumers in the online marketplace.

The project is at an early stage, and a draft amendment has not yet been released.

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