New regulations from the Electronic Transactions Development Agency Committee appear in the Royal Gazette on May 5 and become effective 180 days after publication. These rules stem from the Emergency Decree on Measures for the Prevention and Suppression of Technology Crimes, along with related electronic transaction laws.
Key Requirements for Online Platforms
Platforms operating in Thailand must now verify the identities of companies placing advertisements before any ad goes live. Advertisers verified within the past year receive an exemption from this process.
Verification involves matching the advertiser’s face with documents from trusted state agencies. Platforms also need to retain essential advertiser data for at least 90 days following the expiration of ads.
Expert Views on Impact
Pawoot Pongvitayapanu, a leading tech entrepreneur and party-list MP for the People’s Party, states that these rules will significantly cut down on criminal scams spread through fake ads on social media. “Platforms may need to invest in biometric verification systems, AI-powered fraud detection, and secure data storage to comply,” he adds.
Asst Prof Suthikorn Kingkaew, project lead at Thammasat University’s Research and Consultancy Institute, views the measures as a welcome development in blocking scammers who buy online ads aimed at Thai users, particularly those hiding behind fake or anonymous accounts.
However, he cautions that identity checks alone cannot fully resolve the issue, especially for advertisers based overseas who target Thailand. “Even with verification requirements, Thai authorities may struggle to investigate, track, or enforce laws against offenders abroad,” Asst Prof Suthikorn notes.
He emphasizes that this forms just one element of a comprehensive strategy. Further steps are essential, but they must remain balanced to avoid overburdening platforms or legitimate advertisers. “The goal is to raise barriers for scammers abusing ad systems while allowing small and medium enterprises to advertise freely,” he concludes.
