Thailand has enacted amended alcohol control legislation that significantly tightens restrictions on marketing and advertising, strengthens enforcement, and creates mechanisms to support the country’s tourism objectives. The Alcoholic Beverage Control Act (No. 2) B.E. 2568 (2025), published in the Government Gazette on September 9, 2025, will take effect on November 8, 2025. Key aspects of the new law are outlined below. Continuation of Sales-Hour Restrictions Sales-hour restrictions remain in effect, though now under an updated regulatory pathway. Alcohol sales are permitted only between 11:00 a.m. and 2:00 p.m. and between 5:00 p.m. and midnight, with exceptions for airport terminals, entertainment venues under the Entertainment Place Act 1966, and hotels. Despite earlier discussions about relaxing these hours, no changes have been implemented under the new law. Enhanced Seller Responsibilities Sellers are now expressly permitted to check identification cards to verify purchaser age and may assess the condition of intoxicated customers. The assessment conditions will be announced in a forthcoming notification from the director of the Department of Disease Control. Sellers who willfully or negligently violate the law and cause damage to life, health, or property face possible penalties. Alcohol Vending Machines Permitted The law allows alcohol to be sold in vending machines that can verify buyer information and comply with rules, procedures, and conditions to be prescribed by the Alcoholic Beverage Control Committee. This means the industry must await the committee’s implementing regulations before deploying such machines. Expanded Marketing and Advertising Restrictions The amended law introduces a new suite of advertising restrictions, including more detailed and expansive definitions involving marketing and promotions. “Marketing communication” is broadly defined to include any direct or indirect act of publicizing, presenting, or disseminating information about alcoholic beverages through advertising, public relations, sales promotions, sponsorships, or any other means that may induce or encourage the