Thailand’s Data Privacy Day 2026, hosted by the Office of the Personal Data Protection Committee (PDPC), underscored the country’s commitment to strengthening personal data protection, advancing regulatory maturity, and preparing organizations for the next phase of PDPA enforcement. The event marked a clear shift from policy-level compliance toward “Privacy in Action,” signaling that operational readiness and real-world implementation are now priorities.

The Office of the PDPC also emphasized that data protection is now a national economic enabler that supports digital trust, competitiveness, and sustainable growth, not just a compliance obligation.

The following insights summarize the key takeaways from the Data Privacy Day 2026 event.

PDPA in Real Life: What Happens to Your Data Today

The Office of the PDPC provided concrete data on enforcement trends and real-world compliance issues facing organizations across Thailand.

Complaints and trends. The Office of the PDPC’s Personal Data Protection Act (PDPA) Center recorded 2,672 PDPA-related complaints as of January 2026, with the highest volumes involving failure to comply with the data minimization principle, collection without lawful basis, and use and disclosure without lawful basis.

Administrative penalties. Several administrative penalties have been imposed on data controllers and data processors across various sectors, including government, healthcare, retail, SMEs and e-commerce, ranging from tens of thousands to several million baht. Most violations stemmed from weak security measures, failure to notify data breaches within the required timeline, absence of a data protection officer (DPO) when required, and noncompliance with governance requirements such as the Record of Processing Activities (ROPA) and data processing agreements with data processors.

Case studies. The Office of the PDPC highlighted specific examples of violations:

• Hospitals misused personal data for purposes beyond their intended scope (e.g., using personal data collected for providing medical services to send birthday cards)
• Vendors compromised systems due to inadequate password protocols and the absence of firewalls, resulting in unauthorized access

AI and Privacy: Regulatory Expectations in the Emerging Landscape

Thailand is moving toward a clearer regulatory framework for AI, with the AI Act currently in draft form. While the PDPA does not regulate AI itself, it governs personal data used within AI systems, meaning organizations, not the AI, remain fully accountable for any misuse or unlawful processing of personal data.

Key expectations highlighted for businesses include:

• The use of AI is allowed, but accountability remains fundamental. Organizations must take full responsibility for how personal data is processed through AI systems.
• Strong resource and access governance is necessary. Organizations must prevent uncontrolled AI usage and avoid over-sharing of data through proper data classification to restrict AI access to relevant datasets.
• AI deployment may trigger obligations under other laws. While there is currently no specific law regulating the use of AI, AI deployment may trigger obligations under civil and commercial law, road traffic laws in relation to autonomous systems, and other regulations, reinforcing the need for comprehensive risk assessment.
• Alignment with forthcoming guidelines. The Office of the PDPC is currently developing practical guidelines on personal data protection in the use and development of AI technologies. Organizations should align AI use with these forthcoming guidelines aimed at supporting safe innovation while adhering to PDPA requirements.

International Cooperation and Cross-Border Transfers

Efforts continue to advance Thailand’s participation in the Global Cross-Border Privacy Rules (CBPR) and strengthen alignment with regional data-protection frameworks. Organizations operating across borders should expect tighter scrutiny of cross-border transfers, including more rigorous requirements for risk assessments and transfer impact analyses to ensure compliance in multi-jurisdictional environments.

Data Breach Incident Monitoring

The PDPC Eagle Eye, a division within the Office of the PDPC, has launched advanced tools such as the PDPC Eagle Eye Crawler, which enables continuous URL access and facilitates 24-hour monitoring of data breach incidents. Additionally, the PDPC Eagle Eye shared details about their plan to send inspection letters to organizations for advisory reasons.

Privacy Maturity Model and Privacy Index

The Office of the PDPC introduced new tools to help organizations assess and improve their data protection practices.

The Privacy Maturity Model assesses an organization’s readiness for personal data protection. The Privacy Index measures data protection levels using both privacy data (such as survey results and Privacy Maturity Model scores) and secondary data (like public information), giving organizations an overview of their privacy risk management capabilities.

Information derived from the Privacy Maturity Model and Privacy Index can then be used toward obtaining the Personal Data Protection Certification Mark, an upcoming certification program to recognize compliant organizations.

Outlook for 2026

Based on the Office of the PDPC’s roadmap and expert discussions during the Data Privacy Day event, organizations should expect several key developments in the coming year:

• Data privacy must go beyond policy and legal compliance to practical implementation in all systems and operations.
• Heightened enforcement, driven by expanded automated surveillance capabilities such as the PDPC Eagle Eye Crawler and the rollout of inspection letters for advisory purposes.
• Stronger national PDPA infrastructure, with continued development of PDPA Centers and Trustmark certification.
• Closer alignment with international privacy standards, supporting Thailand’s role in cross-border digital trade and strengthened mechanisms to support trusted cross-border data flows.
• Increased regulatory attention on AI governance, with forthcoming guidance to ensure AI use complies with data-protection principles and standards.
• A nationwide push toward a “new data-ethics culture” emphasizing legal compliance, incident prevention, organizational cooperation, and the use of technology to strengthen national and public trust, anchored in the national goal of improving data security, attracting investments, and enhancing quality of life.

Organizations should treat 2026 as a critical year for operationalizing privacy compliance, building robust governance frameworks, and preparing for more active regulatory oversight. The shift from policy to practice means that demonstrable implementation, not just documentation, will be the standard by which compliance is measured.