Thailand has strengthened its alcohol legislation by now prohibiting the sale to intoxicated customers.
Effective after the extension of alcohol sales hours from 11 am to midnight, the new law directly engages the liability of merchants, who can be prosecuted in case of damages caused by drunk customers.
Increased legal liability for alcohol sellers
Waiter and customers in a bar. Photo: Darya Sannikova
The new law emphasizes the social responsibility of store operators, allowing victims harmed by drunk individuals to sue stores for selling them alcohol, which caused problems for others.
On December 18, 2025, the Craft Beer Trade Association (Thailand) explained the key points of the new law.
It also provided guidelines to businesses and operators to comply with regulations while promoting 'responsible consumption' and social responsibility.
Sale of alcohol: what the law allows and prohibits now
Beer poured into a glass
Under the new Alcohol Control Act (No. 2), stores are allowed to sell alcohol between 11am and midnight, but are still prohibited from selling to certain groups, including:
- People under the age of 20, with sellers required to ask for identification if they are unsure of the customer's age
- People who are intoxicated, with sellers required to use their discretion and allowed to refuse sale if they perceive a risk
The new rule prohibiting the sale of alcohol to intoxicated persons is a recent addition to the Alcohol Control Act (No. 2), which is now in effect.
Article 29: When Stores Become Legally Responsible
Alcoholic beverages in a Thai store. Photo: Khaosod
According to Article 29, if a seller or store violates this prohibition and it results in damages, such as property damage, injury, or death, the seller or store must jointly assume liability for compensation.
Victims can also directly sue the store for damages under this article.
How Merchants Can Limit Legal Risks
Photo: SEEN Restaurant & Bar in Bangkok.
To mitigate legal risks, the Craft Beer Trade Association has recommended the following practices to retailers and operators:
- Install CCTV cameras inside the store to have evidence in case of a dispute
- Train staff on the law and how to identify restricted customers and refuse sales appropriately
- Display clear signs informing customers of new regulations
- Encourage customers to use public transport or ride-hailing services rather than drive
- Thailand now prohibits the sale of alcohol to visibly intoxicated customers
- Traders may be held legally liable for damages caused by intoxicated customers
- The law maintains the prohibition on sale to minors under 20 years of age
- The hours of sale of alcohol remain fixed between 11 am and midnight
- Stores are encouraged to train their staff and strengthen preventive measures
See also:
Alcohol + durian: a deadly mix normally well known in Thailand
Thailand: alcohol consumption is declining among young people
Thailand relaxes the ban on alcohol during Buddhist festivals
Thailand: a drunk Belgian tourist vandalizes a store in Pattaya
Thailand: Drunk driver hits dozens of revelers during Songkran
Source: The Nation Thailand
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3 comments
Good luck to the waiters, barmaids, and bar girls who will announce to customers that they've had enough to drink, that their order is refused, and that they're invited to go home by taking a bus, a songkheo, or a taxi, especially when the cute little 18-year-old waitress, 1.50 m tall and 38 kg, faces a potentially alcoholic client built like a massive Norman oak cabinet !!!
Ça promet de belles empoignades, crises de colère, destruction de mobilier et agressions physiques plus ou moins graves…
If the authorities want this new law to be enforced without too much material and human damage, they can permanently install 2 police officers in each bar between 10 p.m. and 2 a.m.
Let's say that this law will not solve anything at all in terms of alcoholism, since, if I understand correctly, consumers will be refused an extra drink, even though they're already pretty drunk.
On the other hand, it will cause at least verbal tensions and at worst physical clashes and fights between customers and those responsible for the establishments concerned. The question to be asked is: the current situation with this kind of situation and its consequences, the percentage of problems encountered in relation to the attendance of people consuming alcoholic beverages was it worth it and was it necessary to lay down a binding law, putting additional responsible pressure on the owners and managers of the establishments concerned?
In other words: was this law necessary and will it improve the situation prior to its implementation?
I'm absolutely not convinced…
I don't understand anything anymore, now we can go to the Seven and buy alcohol from 11:00 am to midnight?
Finished the sales at Seven from 11:00 am to 2:00 pm and 5:00 pm to 11:00 pm?
Yes, Pilou, absolutely... no more ban on buying and selling alcoholic beverages between 2 pm and 5 pm, and this since December 3 (if I remember correctly).
However, in principle, this is a trial phase that should last during the holiday period.
However, if it does not cause additional "alcoholism problems", it could be extended and become "definitely provisional".