Thailand banned afternoon booze only to reverse order in less than a week

Thailand on Thursday reversed its afternoon alcohol ban just days after the restriction took effect. For six months starting in early December, Thai authorities will now allow the sale of alcoholic beverages between 2 PM and 5 PM as part of a pilot program that could be extended beyond mid-2026.

The announcement of the reversal was delivered by Public Health Minister Pattana Promphat during a press briefing on Thursday, Bloomberg. The decision was taken after a three-hour meeting of the liquor control committee.

The reversal came less than a week after the Thai government introduced stricter alcohol rules that triggered backlash from the tourism industry and bar owners. While Thailand’s afternoon alcohol ban has been in place since 1972, it has long been applied to retail outlets. However, earlier this month, the authorities sought to enforce it more broadly.

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The holiday season is part of the reason

The reversal is also coming at a crucial time for Thailand’s tourism industry, which is seeking to attract more visitors during the holiday season following a slowdown in foreign arrivals this year. They argued that serving may help revive spending in a sector that accounts for about one-fifth of the economy.

The authorities broadened the ban by bringing an amendment to the Alcoholic Beverage Control Act that took effect on November 8. As per the rule imposed last week, individuals can be fined 10,000 baht ($300) or more for drinking or being served alcoholic beverages during prohibited times or in prohibited places.

However, there were some exemptions for licensed entertainment venues, hotels, certified establishments in tourist areas and airports offering international flights.

Under the previous legislation, the onus was shifted to consumers with the tightened law prohibiting advertisements of alcoholic beverages unless the content is purely factual. The use of celebrities, influencers or public figures to promote alcoholic beverages for commercial purposes was also banned under the controversial legislation.

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With inputs from agencies.