Thailand has officially taken a step back from one of its most controversial alcohol rules. In a rapid U-turn, the National Alcohol Policy Committee has agreed to lift the long-standing 2pm-5pm ban on retail alcohol sales, a restriction that has frustrated travellers, hospitality operators and bar owners for years.
The decision comes only days after a tougher amendment to the Alcoholic Beverage Control Act began drawing criticism for targeting drinkers with hefty fines. Now the government says it is ready to modernise alcohol rules that no longer match Thailand’s tourism-driven economy.
Deputy Prime Minister Sophon Sarum, who chairs the committee, admitted the afternoon blackout had outlived its purpose. He noted that civil servants no longer engage in daytime drinking and that the regulation no longer reflects real behaviour or business needs. The committee’s decision will enter a 15-day public hearing period before being finalised.
An outdated rule
The 2-5pm sales ban has been in place for decades and is widely considered one of Thailand’s most puzzling alcohol restrictions. Introduced to discourage office-hour drinking, it has long been criticised for confusing visitors and complicating restaurant and retail operations.
For hotels, bars and restaurants that rely on seamless service, the blackout created an unnecessary mid-afternoon hurdle. Tourists ordering a poolside beer at 3pm were often surprised to be turned away, while operators struggled to explain rules that seemed arbitrary and difficult to enforce.
With the ban set to be scrapped, operators say they can finally offer uninterrupted service throughout the day in licensed venues.
A whiplash week for booze rules
This reversal follows a week of heightened scrutiny after Thailand’s amended alcohol law put drinkers themselves at risk of fines of up to B10,000 for consuming alcohol during prohibited hours or in unauthorised places. The new provision immediately triggered concern from the nightlife, restaurant and tourism sectors, which argued that the rules were unclear and potentially damaging during peak travel season.
While the government has not yet addressed whether consumption rules will also be softened, the removal of the afternoon sales ban is being seen as a major recalibration – signalling that authorities are listening to industry concerns and trying to minimise confusion.
Officials have stressed that other alcohol regulations remain untouched for now. These include zoning bans near schools and temples, restrictions on unlicensed venues and limits tied to entertainment licences.
For now, the U-turn offers a rare moment of clarity in a messy week – and a hint that Thailand’s alcohol rules may finally be edging toward something more workable.