June was a month of cheers. That’s when Thailand finally made hotels, international airport terminals and licensed entertainment venues exempt from the standard alcohol sales hours of 11am-3pm and 5pm-midnight. But the toasting doesn’t stop there. More recently, the Senate passed a long-awaited amendment to the Alcohol Control Bill that could change the way we talk (and post) about booze.
As it stands, the alcohol advertising laws are a buzzkill. Promotions are heavily restricted and even a casual social media post featuring your favourite tipple can land you in hot water. These rules were originally put in place to discourage daytime drinking (especially among civil servants) and to uphold traditional cultural values.
But critics argue the laws have gone too far, choking the growth of small businesses and limiting the country’s potential as a beverage-forward tourist destination.
Back in March, the House of Representatives gave the green light to ease some of those restrictions specifically around advertising. The aim is to lift the spirits of independent brewers and support tourism. Now, months later, the Senate has followed suit.
On Monday, the amended Alcohol Control Bill – made up of 44 sections– passed its second and third readings in the Senate, with 104 out of 119 members voting in favour.
One key concern is that some of the language could blur the lines between regulation and industry influence. Critics argue that the changes may open the door for conflicts of interest.
Still, the news has gone down well with industry insiders. The Craft Beer Trade Association took to Facebook to toast the Senate’s decision, sharing simplified breakdowns of what the changes could mean especially around the controversial Article 32.
Right now, Article 32 bans anything that could be seen as promoting or glamorising drinking, including showing packaging or using tempting language. But the amended version adds more nuance, including:
- Article 32/1, which allows for educational or informative content about alcohol.
- Article 32/2, which bans celebrities from promoting booze unless it’s for academic purposes in limited settings (so don’t expect your favourite actor in a beer ad just yet).
So, while it’s not a total free-for-all, it’s a step towards more freedom (and clarity) for brewers, content creators and casual drinkers alike. One small sip for man, one giant pour for Thailand.