The new alcohol law in Thailand requires notice

Imagine yourself relaxing on a sun-kissed Phuket beach, where gentle turquoise waves meet the shore, and you reach for an ice-cold Singa Beer to greet the sun. But, a quick glance at your watch – it’s 3 o’clock in the afternoon – and suddenly, this harmless drink can set you back 10,000 baht (about 250 euros). Welcome to the fresh reality of Thailand, where the land of smiles strengthens its resolve when it comes to enjoying the golden hour.

Just four days after its implementation, the “Alcoholic Beverages Control Law (No. 2) BE 2568 (2025)” changed the normal drinking at once. Officially announced in the Royal Gazette on September 9 and already in force from November 8, The new alcohol law restricts alcohol consumption across the country to certain hours: 11am to 2am and 5pm to midnight. Outside these windows – be it enjoying a cocktail on the beach, along Bangkok’s vibrant Khao San Road, or in a peaceful park – and you risk a hefty fine for covering a week of Pad Thai. Public transport does not allow any exceptions: stations and trains are completely off limits to alcohol. There is no discussion.

Creating Safe Spaces Amid Alcohol Prohibition

However, all hope is not lost for tourists who choose to stay late at night or early in the morning. The rules wisely make exceptions for Thailand’s big hospitality players. Hotels, international airport departure areas, and officially licensed bars and clubs can serve alcohol freely at any time, protecting all inclusive tourists and seasoned parties from the regulations. “These exceptions are to maintain a positive environment where it counts,” said a spokesman for the Tourism Authority of Thailand (TAT), stressing that the changes would not “unduly hinder” the arrival of 40 million tourists each year.

However, the problem is in the details – especially the advertising. The new liquor law not only regulates your drinking but also places a strict ban on promotion. A casual Instagram post featuring a beer bottle? This may be considered illegal advertising, potentially costing violators such as restaurants or brands – fines of up to 500,000 baht (about 12,500 euros), and an additional 50,000 baht per day until they comply. It’s a broad-access measure, intended to reduce excess appeal, but some critics worry it will reduce the marketing appeal that draws people to beach bars.

Impact of tourism on public safety?

The government’s rationale is clear: fewer drunk drivers on Bangkok’s roads, healthier citizens, and fewer riotous public celebrations. Called “modern bans,” these actions mirror earlier sales restrictions (such as the 2-5 pm retail ban since 1972) but now focus on consumers themselves. Public health officials see it as a step forward, with a one-year grace period before full penalties apply in some cases.

However, the hospitality sector is showing significant concern. “It will hurt tourism and restaurants,” warned Surathap Rozputjanaroch, president of the Thai Restaurant Trade Association, citing a “significant impact” on an industry already struggling to recover from the pandemic. Prapavi Hamatas from the Craft Beer Trade Association echoed the concerns: “Small businesses in popular tourist destinations will struggle.” A restaurant association survey offers a troubling outlook – more than 70% expect overnight revenue to decline, particularly in areas such as Pattaya and Chiang Mai.

Global concern and local response

The repercussions are felt globally. In countries like the UK, Australia and Canada, foreign ministries have issued warnings to their citizens: Break the rules, and you’ll face legal consequences – there’s no special treatment for the little rose. “A quick beer on the way to a temple? Reconsider,” an advisory notes, pointing out how even innocent sips in public can now be penalized.

On the ground, implementation is growing rapidly. Local police in tourist destinations such as Bangkok, Phuket, Chiang Mai and Pattaya have the power to issue immediate warnings or fines. Repeat offenders should expect possible imprisonment. “Control will become more stringent,” officials noted. The Tourism Authority of Thailand (TAT) hopes to calm growing concerns, stressing that exemptions for hotels and entertainment districts will mitigate the negative impact. “Tourism is very important to our country,” the TAT representative said emphatically, stressing that the loopholes were purposely created to maintain an attractive nightlife that attracts both budget and high-end tourists. However, as the harvest season approaches, there are ongoing talks about a possible review, with the Bangkok Post reporting that the government is considering imposing “severe fines” in response to growing opposition.

As bars in Thailand dim their lights during the day, the nation tries to find a balance between public health and the economic benefits of convenient commuting. Could this change drive tourists to places like Bali, or will it just be a passing phase? For now, tourists should consider the time, and perhaps bring a non-alcoholic option, because their enjoyment of the beach may depend on it. The government has made promises, but it’s still early, so the approach may involve a mix of education and tough measures.