In brief
The Office of the Consumer Protection Board (OCPB) has released a draft amendment to the Consumer Protection Act for public consultation from 9 September 2026 to 10 October 2026.
The proposed amendments seek to modernize Thailand's consumer protection framework by addressing digital advertising, influencer marketing, electronic labeling, and other developments in the digital economy.
In more detail
1. Consumers redefined
The draft limits the definition of "consumer" to individuals and non-profit organizations, distinguishing them from corporate entities operating for profit.
2. Advertising rules move firmly into the digital age
The definition of "advertising media" would be expanded to expressly cover digital platforms and social media, making it clear that consumer protection rules apply to modern forms of online advertising.
As businesses increasingly rely on social media, influencers, and other digital channels to engage consumers, the amendment seeks to align the regulatory framework with today's advertising landscape.
3. Recognition of electronic labeling
The draft would expand the definition of "label" to cover electronic formats, such as QR codes and barcodes, reflecting the growing use of digital tools to provide product information to consumers.
4. Influencers brought within the regulatory framework
The draft would introduce a new category of "advertising service providers" covering influencers, content creators, livestreamers, affiliate marketers, and virtual influencers.
This reflects the growing importance of influencer marketing and extends consumer protection oversight into a wider range of digital advertising activities.
5. Stricter labeling obligations for importers
The draft would require importers to prepare product labels within a prescribed period after importation. Non-compliance may result in criminal penalties, reflecting a stricter enforcement approach toward labeling requirements.
6. Tougher penalties for non-compliance
The draft would double penalties for most violations under the Consumer Protection Act, signaling a stronger enforcement stance by the regulator.
Next steps
The draft remains subject to further revision before being finalized. Stakeholders should continue to monitor developments closely, as additional changes may be introduced during the legislative process.
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Sirapop Amorncheewanun, Chanikarn Anchananan and Pongtorn Jittapinijmas, Associates, have contributed to this legal update.