The Thai government has once again revised its alcohol sales policy following significant pressure from the tourism and entertainment sectors.
The ban on alcohol sales between 2 p.m. and 5 p.m., which had recently been enforced more strictly, will be lifted and replaced with a six-month trial period starting in early December.
This adjustment will allow alcohol sales to resume during afternoon hours, just days after the stricter regulation sparked public controversy.
New Restrictions Seen as Disruptive to Tourism and Business
The implementation of the revised Alcoholic Beverage Control Act had raised concerns due to penalties of up to 10,000 baht for individuals consuming alcohol during prohibited hours.
The regulation also expanded promotional restrictions, including the use of popular figures and influencers, and placed compliance obligations not only on businesses but also on consumers.
Industry players argued that the rule created confusion among tourists and disrupted the service flow of restaurants and bars, which typically see high foot traffic in the late afternoon.
The situation was deemed detrimental at a time when the tourism sector is working to boost visitor numbers and spending.
Before the tightened enforcement, licensed venues—such as certain hotels, tourist zones, and international airports—had been exempt from the ban. Under the new policy, these limitations will no longer apply broadly.
Alcohol Policy Committee Meeting Leads to Revised Measures
The government’s decision was announced after the National Alcohol Policy Committee convened on 13 November.
Public Health Minister Pattana Promphat confirmed that alcohol sales between 2 p.m. and 5 p.m. will once again be allowed under a six-month pilot scheme.
An assessment of economic, social, and health impacts will determine whether the policy will be extended through mid-2026.
The revised regulation will be formalized through an announcement by the Office of the Prime Minister, following a 15-day public consultation period. The step does not require cabinet approval.
Outdated Afternoon Rule Under Review
Deputy Prime Minister Sophon Sarum explained that the 2 p.m.–5 p.m. alcohol sales ban originated from an old regulation intended to curb drinking among government officials during working hours. He noted that the historical rationale no longer aligns with modern realities.
“That era is over now, and I believe no officials today drink during those hours,” he said.
The committee will also review restrictions on alcohol sales near educational institutions, including the need to clarify how distance between prohibited zones and school locations should be measured.
Debate Over Late-Night Drinking Hours
Beyond the afternoon rule, the committee also examined limits on alcohol consumption after midnight. Industry representatives requested that drinking be allowed until 4 a.m.
However, the Ministry of Public Health and medical professionals rejected the proposal, citing data that shows a spike in fatal accidents between 2 a.m. and 3 a.m.
As a compromise, the government extended the permitted consumption period to 1 a.m., while alcohol sales remain prohibited after midnight.
Discussions on potential adjustments to the operating hours of entertainment venues will continue under the authority of the Ministry of Interior.
Balancing Economic Gains and Public Safety
In a separate meeting, Public Health Minister Pattana Promphat led discussions on refining alcohol sales and consumption guidelines to better align with economic conditions and the needs of the tourism sector.
The committee is considering more flexible sales policies in certain areas, provided they remain legal and under the supervision of relevant authorities.
The government aims to ensure that these policy adjustments support tourism recovery—especially during the holiday season—while upholding responsible drinking campaigns and overall public safety.
