By The Indus Zone Media International Desk | Updated: November 8, 2025 | Thailand Enforces Afternoon Drinking Ban
Thailand has officially tightened its alcohol consumption laws, introducing stricter penalties and enforcement measures for those caught drinking during restricted hours. Starting Saturday, November 8, individuals in Thailand can face fines of up to 10,000 baht (around $300) for consuming or being served alcoholic beverages during the afternoon ban period.
New Rules Under Thailand’s Amended Alcohol Law
Thailand’s long-standing alcohol sales restrictions, which prohibit retail outlets and supermarkets from selling alcohol between 2 PM and 5 PM, have been in effect since 1972. However, under the new amendments to the Alcoholic Beverage Control Act, enforcement will now extend beyond sellers — directly impacting consumers as well.
Under the revised law:
Anyone caught drinking alcohol during the restricted hours may face steep fines.
Serving alcohol to others during the prohibited time is also punishable.
The ban applies to most public places, including local restaurants and convenience stores.
Only licensed entertainment venues, hotels, certified tourist establishments, and international airports are exempt from the new rule.
Marketing and Celebrity Promotions Also Banned
The legislation also tightens restrictions on alcohol advertising and marketing.
Promotional content must now remain strictly factual, meaning brands can no longer use celebrities, influencers, or public figures to endorse alcoholic beverages.
The government aims to reduce the glamorization of alcohol and curb excessive drinking, particularly among young consumers.
Restaurants and Bars Express Concerns
The move has triggered concerns within Thailand’s restaurant and tourism sectors.
According to Chanon Koetcharoen, President of the Thai Restaurant Association, the new enforcement shifts the burden from sellers to customers — complicating business operations.
He explained,
“If a customer buys a beer at 1:59 PM but finishes it at 2:05 PM, that still violates the law. This will hurt the restaurant industry’s growth.”
Many restaurant owners fear that unclear rules could lead to unintentional violations and disputes between staff and customers, especially in busy tourist hubs.
Impact on Bangkok’s Tourism Hotspots
Along Bangkok’s Khao San Road, a popular backpacker destination, several venues operate as hybrid bars and restaurants from 11 AM to 2 AM. Staff said that enforcement of drinking hours has historically been “flexible,” but with the new law, they expect alcohol sales to drop sharply during the afternoon window.
One bar manager, who requested anonymity, said,
“If customers themselves can be fined, we expect sales to fall by nearly half during the restricted hours. It might also create opportunities for unfair enforcement.”
Political Debate Over Alcohol Restrictions
Opposition leaders have criticized the amended law, calling it regressive and damaging to Thailand’s hospitality sector.
Taopiphop Limjittrakorn, a Member of Parliament from the opposition Move Forward Party, who advocates for liquor liberalization, said the new rules cater to anti-alcohol lobbyists rather than supporting economic recovery.
He added,
“Thailand should allow alcohol sales 24/7. These restrictions only create confusion for tourists and harm local businesses.”
Limjittrakorn also noted that foreign visitors may unknowingly break the law — for instance, by ordering a drink just before the restriction period but consuming it afterward.
Tourism Industry Calls for Clarity
With Thailand relying heavily on international tourism revenue, business owners are urging authorities to provide clear enforcement guidelines. Many fear the updated alcohol laws could discourage tourists, especially in entertainment hubs such as Phuket, Pattaya, and Bangkok.
Summary: Key Points of Thailand’s New Alcohol Law
Alcohol ban period: 2 PM to 5 PM daily.
Penalty for violations: Fine of up to 10,000 baht (~$300).
Applies to: Both drinkers and servers.
Exemptions: Hotels, licensed bars, entertainment venues, and international airports.
Advertising rule: No use of influencers or celebrities; factual promotion only.
