What changed and when
Thailand has opened a long closed afternoon window for alcohol sales, allowing purchases between 2 pm and 5 pm for the first time in decades. The change, published in the Royal Gazette and effective from early December, creates a single sales period from 11 am to midnight. It is a national trial scheduled for 180 days while officials collect data and decide whether to make the change permanent.
Before the shift, shops and restaurants could sell alcohol only from 11 am to 2 pm and from 5 pm to midnight. The lost middle hours confused many travelers and created awkward stops during late lunches or day trips. During the trial, the Alcohol Control Committee and provincial bodies will monitor sales patterns, accident figures and enforcement issues, then report findings before the trial ends.
Key exceptions remain. International airports serving overseas flights, licensed entertainment venues and hotels registered under the Hotel Act are not bound by the retail sales window in the same way. Those venues have wider service rights under earlier government orders, and many can already serve around the clock.
The 2 pm to 5 pm gap closes after five decades
The 2 pm to 5 pm ban dates to 1972, introduced by a military government to keep civil servants from drinking during work hours. The rule outlived the reason. It stayed in place for generations even as the economy shifted toward services and tourism. Visitors often discovered it at the checkout line when a cashier refused to scan beer at 2.05 pm.
Officials now acknowledge the old rationale no longer fits daily life. They also see the midday window as a way to reduce petty violations and the temptation for under the counter sales by small shops.
Where the rule does and does not apply
- During the six month trial, alcohol sales at most shops, restaurants and bars are allowed from 11 am to midnight without a break in the afternoon.
- The trial is scheduled for 180 days. Authorities in Bangkok and all provinces must track results and report back before the window closes.
- International airport terminals for departing and arriving passengers, hotels covered by the Hotel Act, and licensed entertainment venues can serve alcohol beyond the standard retail hours. Some of these venues have 24 hour service rights under a June 2025 order.
- Sales during Buddhist holy days were once widely restricted. In 2025 the government allowed limited sales on five major holy days at certain venues, such as airports, hotels and approved event sites.
- Consumption and service outside permitted hours are still restricted in most places. The late night and morning block from midnight to 11 am remains in place for ordinary retail outlets.
- Local rules can add detail. Nightlife zones in major destinations have special closing times, including 4 am service in selected areas under a 2023 regulation.
The afternoon change applies nationwide, yet local enforcement practices can vary. Travelers and residents should check posted hours at the door, since licensed venues and airport terminals follow different rules from street retailers and restaurants.
Why the government is testing the change
Leaders face pressure to support tourism and simplify rules that have caused confusion for both businesses and visitors. Many restaurant and bar operators argued the afternoon break disrupted normal service, led to lost sales and invited disputes with customers who did not expect a mid day stop in alcohol service. The new window aligns daily habits with a continuous service period and could reduce friction during the busy travel season.
The move also fits a broader effort to keep Thailand competitive as a destination. Officials want rules that are easier to understand and easier to enforce, especially during peak travel around New Year and Songkran. The afternoon break had become a symbol of red tape for visitors who associate Thailand with flexible hours and vibrant hospitality.
Deputy Prime Minister Sophon Saram said the country had moved on from the conditions that produced the 1970s rule.
Times have changed since the rule was first implemented.
Public Health Minister Pattana Promphat, in an official notice, described the timing and scope of the trial as suitable for today.
The move is appropriate for the present situation.
In parliament, Chanin Rungtanakiat, a deputy head of a committee reviewing alcohol controls, framed the direction as an economic reset that also acknowledges how people actually live and travel.
This is a step toward removing unreasonable control and encouraging economic activity.
Officials still aim to protect safety and public health. The trial gives the government a way to measure real effects instead of relying on assumptions that date back to a different era.
Public health and safety concerns
Thailand carries a heavy burden from traffic crashes and drink driving. The World Health Organization ranked Thailand 16th for road traffic deaths per capita in 2021. Public health data show nearly 33,000 people died in drink driving incidents from 2019 to 2023. That track record keeps safety at the center of any change to alcohol rules, even when the goal is to help tourism and ease daily life for residents.
Thailand is predominantly Buddhist, and many see drinking as a moral transgression. That perspective has shaped strict controls on when and where alcohol can be sold and consumed. The afternoon ban fit that tradition, and critics worry that reopening the hours could increase daytime drinking and create a new enforcement challenge near schools, offices and government buildings.
How officials will monitor the six month trial
The Alcohol Control Committee and provincial committees will examine sales data, road accidents, drink driving arrests, hospital admissions and crime reports during the 180 day period. They will pay special attention to tourist areas, where service volumes are highest and police resources are stretched during peak seasons. Another focus is whether the continuous sales window reduces unlicensed sales and disputes between staff and customers.
The committees are required to submit a report before the trial ends. The government can then keep the afternoon window, revert to the old schedule, or tailor the policy to specific zones or times. The mandate is to follow the data, not habit.
Rules you need to know if you live in or visit Thailand
Daily schedules and venue types matter. The trial changes when most places can sell alcohol, but it does not erase other limits that remain in force. Here is a practical guide to help you avoid mistakes.
- Standard hours at most shops, restaurants and bars: 11 am to midnight. The afternoon window from 2 pm to 5 pm is open during the trial.
- Midnight to 11 am remains off limits for ordinary retail outlets. Hotels, licensed entertainment venues and international airport terminals operate under separate rules and can serve outside the standard retail hours.
- Individuals can face fines for drinking during prohibited times or in prohibited places under the 2025 revision to the Alcoholic Beverage Control Act. The maximum penalty is 10,000 baht. During this trial the afternoon is not a prohibited time, but the late night and morning block still is for most venues.
- Sellers must verify age and sobriety before a sale. Sales to anyone under 20 or to an intoxicated person are prohibited. Sellers who ignore these rules can face liability if harm occurs.
- Online sales and delivery require age checks in line with the 2025 law. Retailers and platforms need controls that prevent underage orders.
- Advertising is tightly limited. Use of celebrities, influencers or public figures to promote alcohol is banned. Only factual content is allowed, and cross promotion that hints at alcohol through a non alcoholic brand logo is prohibited.
- Consumption remains banned in certain locations such as schools, government buildings and some public spaces. Local ordinances can add more restrictions.
- Sales on Buddhist holy days are treated differently by venue. Airports, hotels and approved entertainment venues received carve outs in 2025, while ordinary outlets still face restrictions on those dates.
- Some nightlife zones in major destinations have permission to serve until 4 am under an earlier regulation. Outside those zones, the midnight cutoff applies.
When in doubt, ask staff about local rules and check for official signage on the door. Keeping receipts and finishing drinks before the cutoff can help avoid confusion during enforcement checks.
Advertising and social media promotions
New rules introduced in 2025 tightened how brands can present alcohol. Promotional content must be factual, without emotions or enticement. Celebrity endorsements and influencer posts that encourage drinking are prohibited. Using a soft drink or water logo in a way that signals an alcohol brand is also banned. The goal is to reduce inducements, especially for young audiences, while still allowing consumers to find basic information about products.
Businesses should review marketing plans and branded events. Hospitality operators may need clear staff guidance on what can be displayed on menus, social media pages and storefronts. Small producers looking to build community through events will need to structure communications carefully to avoid running afoul of the rules.
How Thailand got here
Policy moved quickly in 2025. In June, the Prime Ministers Office expanded service rights for certain venues, allowing hotels registered under the Hotel Act, international airport terminals and fully licensed entertainment venues to serve 24 hours. In November, the Alcoholic Beverage Control Act was revised, with stricter advertising rules, stronger enforcement and penalties that apply to both premises and individuals. Early in December, officials used an administrative order to open the afternoon sales window nationwide on a trial basis. Lawmakers have also discussed broader amendments that would repeal the afternoon ban in statute and ease some advertising limits, but those changes require approval in the upper house before they can take effect.
This blend of cabinet orders, committee announcements and statute law can feel fragmented. Administrative notices can set sales hours and venue exemptions, while the Act defines offenses, penalties and duties for businesses. That is why a regulatory decision can reopen the afternoon hours even as the main law tightens how alcohol can be marketed and how violations are punished.
Local enforcement can differ by province. Committees in Bangkok and across the country will feed data and feedback to national officials during the trial, which should help align policy choices with on the ground realities.
Economic stakes for nightlife, small brewers and big brands
The continuous service period from late morning to midnight helps restaurants and cafes that serve late lunches or host day events. Staff can avoid mid meal cutoffs, and customers can order without a rush to beat the bell. The change should reduce disputes and no sale moments that frustrate diners and staff alike. Operators in beach towns and day tour hubs may see the biggest lift.
For tourism, fewer confusing restrictions tend to mean happier visitors. The afternoon window removes a well known pain point for travelers who arrive from flights or tours in the middle of the day. In areas already permitted to serve until 4 am, the new midday rule creates a full day service arc that can support festivals and major events.
Thailand is also reshaping who can make and market alcohol. A law passed earlier in 2025 opened the door for small breweries and craft distilleries to enter a market long dominated by large legacy companies. If parliament later enacts wider advertising reforms, smaller producers could gain more visibility. The midday trial does not change competition by itself, yet it can boost lunch and afternoon sales where local brands often compete with imported beers and wines.
Some operators remain worried about the compliance burden. The 2025 law raises the stakes for age verification and responsible service. Retailers and restaurants must train staff and adjust systems to check customers, keep records and plan service around the midnight to morning block. Industry groups continue to seek clear guidance so that good faith operators can comply without constant uncertainty.
What happens next
The six month trial began in early December 2025. Committees in Bangkok and every province will deliver findings before the period ends. Policymakers can extend the trial, make the afternoon window permanent, or restore the old break. Parliament may also move on broader reforms that change advertising rules, hours and venue categories in a single package.
Businesses and travelers can expect more clarity as data arrive. For now, the afternoon window is open nationwide for ordinary outlets, and the late night and morning limits still apply. Exempt venues such as international airports, hotels and licensed entertainment venues continue to operate under their broader permissions.
Key Points
- Thailand reopened the 2 pm to 5 pm alcohol sales window nationwide on a 180 day trial, creating continuous sales from 11 am to midnight for most outlets.
- The change took effect in early December after publication in the Royal Gazette. Committees must monitor effects and report before the trial ends.
- International airports, hotels and licensed entertainment venues are not bound by standard retail hours and some can serve 24 hours.
- The Alcoholic Beverage Control Act revised in 2025 tightened advertising rules and expanded penalties to consumers, with fines up to 10,000 baht for drinking during prohibited times or in prohibited places.
- Midnight to 11 am remains off limits for ordinary outlets. The afternoon is open during the trial.
- Thailand ranked 16th for road traffic deaths per capita in 2021, and nearly 33,000 people died in drink driving incidents from 2019 to 2023.
- Lawmakers have discussed permanent repeal of the afternoon ban and changes to advertising rules, pending approval in the upper house.
- Tourism and hospitality groups sought simpler rules, while public health officials focus on safety and enforcement results.
