Thailand moves to ease longstanding alcohol sales ban

Thailand is set to relax regulations on alcohol sales and advertising, marking a shift that could benefit tourism and small-scale producers. 

Lawmakers in Thailand’s House of Representatives have approved amendments to the country’s alcohol control bill, which includes the repeal of a 53-year-old ban on afternoon alcohol sales. The restriction, originally imposed by a military government in 1972, currently prohibits alcohol sales between 2 pm and 5 pm. The amendments also ease advertising restrictions, allowing alcoholic beverage brands greater visibility. The proposed changes still require Senate approval, but if enacted, they would significantly alter Thailand’s alcohol laws. Deputy committee head Chanin Rungtanakiat described the move as a step toward removing “unreasonable control” and encouraging economic activity.

Supporting tourism and small producers

The relaxation of alcohol regulations is part of a broader effort to make Thailand more appealing to international visitors. The country has already introduced measures to increase competitiveness, including legalising cannabis and proposing the introduction of regulated casinos. Prime Minister Paetongtarn Shinawatra has also hinted at further reviews of alcohol-related restrictions, such as the ban on sales during Buddhist holy days and online alcohol sales. This latest shift follows an earlier law passed in 2025 that opened up liquor production to small breweries and distilleries, challenging the long-standing dominance of Thai Beverage Pcl and Boon Rawd Brewery Co. By loosening advertising restrictions, the new amendments could further help smaller producers compete in a market that has historically been controlled by a few large players.

A pattern of gradual liberalisation

The move follows a trend of gradual deregulation of Thailand’s alcohol industry. In a previous development, Thailand relaxed its restrictions on alcohol sales during Buddhist holidays, a decision covered in The Drinks Business recently. At the time, industry observers saw it as a sign that Thailand was shifting its approach to alcohol regulation to better align with its tourism-driven economy. If the current amendments pass the Senate, Thailand’s hospitality sector is likely to benefit, particularly in areas popular with tourists. However, public health advocates may push back against the changes, citing concerns over increased alcohol consumption. With Thailand looking to balance economic growth and regulatory control, the upcoming Senate decision will be closely watched by both industry stakeholders and public policy experts.