$400 fines for after-midnight drinks: Thailand's new alcohol law sparks public outrage

Thailand’s food and beverage industry has been thrown into turmoil following the enforcement of a revised Alcohol Control Act on November 8, introducing penalties that target drinkers for the first time.

While the changes aim to update the 2008 law for a digital age and balance public health with economic growth, they have triggered a wave of criticism and deep confusion across the hospitality sector.

At the centre of the dispute is Section 32, which bars individuals from consuming alcohol at licensed or commercial venues during restricted hours. 

Violators face fines of up to 10,000 baht (S$400) under Section 37/1. Previously, only vendors were liable for penalties related to irresponsible alcohol sales. 

The new rules shift accountability to customers, marking a significant legal shift in Thailand’s regulatory approach.

Under current restrictions, drinking is prohibited from midnight to 11am, and from 2pm to 5pm. 

This means that even customers who purchase alcohol before midnight but continue drinking afterward are considered offenders. 

While entertainment establishments such as pubs, bars, hotels and airport lounges are exempt, small restaurants and cafes must halt all alcohol consumption during restricted hours, resulting in steep revenue losses, especially from late-night business.

The timing of the amendment has fuelled further frustration within the industry. The government has been promoting tourism recovery and considering extended operating hours in designated zones. 

Critics argue that Section 32 contradicts these goals and undermines efforts to draw visitors back.

Mr Sorathep Rojpotjanaruch, chairman of the Thai Restaurant Business Association, warned that the law could damage the service economy, questioning its necessity and effectiveness. 

Smaller businesses say the regulation puts them at a disadvantage, as larger venues retain exemptions. 

Adding to the strain, the midday ban forces operators to adjust schedules and introduce “last order” policies, causing procedural complications.

Though Dr Nipon Chinanonwait, a former member of a Ministry of Public Health committee, insisted that the restrictions merely formalise existing rules, the 10,000 baht fine is widely seen as an unprecedented enforcement measure. 

The impact has been particularly severe during Thailand’s tourism peak, with the private sector warning that the policy could diminish the country’s competitiveness—especially in nightlife hubs and among European tourists accustomed to afternoon drinking.

Industry groups say that unclear enforcement guidelines have left them “in limbo,” awaiting secondary legislation for proper implementation. 

International concern has risen as well, with reports that Australia has issued a travel advisory regarding penalties for post-midnight drinking.

Mr Sanga Ruangwattanakul, president of the Khaosan Business Association, cautioned that uncertainty over enforcement could deter visitors at a crucial time for tourism.

In response, nightlife and restaurant associations are preparing to petition Prime Minister Anutin Charnvirakul, urging the government to review and revise the law.

Among the key demands is the removal of the midday sales ban, which critics describe as irrelevant and outdated. 

While the revised Act permits provincial alcohol control committees to set local regulations, businesses argue that this provision remains ineffective without supporting secondary legislation.

The amendment marks the first time drinkers themselves face legal consequences, intensifying debate between public health priorities and economic necessity. 

Experts say swift action is needed to issue clear secondary laws, modernise alcohol regulations and empower provincial authorities. 

Without decisive steps, Thailand’s tourism recovery risks being hindered by outdated rules and inconsistent enforcement.