Bangkok, December 19th, 2025 – Thai retailers and bar owners are adapting to an update in the country’s alcohol regulations, with a new prohibition on selling alcoholic beverages to visibly intoxicated individuals now in force since November.
The amendment to the Alcoholic Beverage Control Act (No. 2) B.E. 2568 (2025), which took effect in November following its first publication in the Royal Gazette in September, introduces enhanced retailer responsibilities aimed at reducing alcohol-related harm. A key new provision under Section 29 prohibits sales to intoxicated persons, making vendors jointly liable for civil damages if such sales lead to property damage, injury, or death caused by the buyer.
The Craft Beer Association of Thailand explained this change in a widely shared Facebook post on December 19th, providing simplified guidance for retailers. The association summarized ongoing sales hours as 11:00 a.m. to midnight – aligning with recent nationwide adjustments that include a trial period lifting the traditional afternoon ban that we covered here, while reiterating longstanding bans on sales to minors under 20 years old.
Retailers are advised to assess buyers’ sobriety and refuse service when necessary, with doubts about age prompting requests for ID. To mitigate risks, the association recommends installing CCTV cameras for evidence, training staff on compliance and refusal techniques, displaying clear signage about the rules, and promoting safe transport options like ride-hailing services. They also suggested training staff on de-escalation tactics to gently cut off an intoxicated customer and how to handle these situations.
The group stressed support for responsible drinking, urging industry teamwork to develop a healthier culture. This provision builds on broader 2025 reforms to the 2008 Act, which also tightened advertising restrictions and adjusted sales frameworks to balance public health with modern realities.
Alcohol-related incidents remain a concern in Thailand, where regulations have long sought to curb excessive consumption. The new liability rule is seen by supporters as a step toward greater accountability, potentially benefiting public safety. Retailers found violating the intoxicated sales ban face penalties alongside potential compensation claims from affected parties.
As the holiday season approaches, authorities and industry groups are encouraging moderation to ensure compliance and safety.
TPN Media notes, however, that the new regulation isn’t without critics. Many point out that under the new regulation the seller is responsible for using their own judgment to determine if someone is too intoxicated to serve, without any standardized practice or testing on the consumer. Critics point out this could lead to varied results and that some heavy drinkers show little visible signs of intoxication.
Additionally, as the new regulation mainly falls under civil case jurisdiction, which means police or relevant officials would not be involved in enforcement, enforcement of the new regulation would likely suffer, claim critics. Critics also point out that some drinkers may attempt to pin blame on driving drunk or other actions on a business versus taking self responsibility for their actions.
For the original version of this article, please visit The Pattaya News.
