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People in Thailand wanting to quench their thirst with an afternoon tipple risk steep fines from Saturday under amended alcohol control legislation that strengthens enforcement and significantly tightens restrictions around marketing and advertising. Alcohol sales in Thailand have been banned between the hours of 2pm and 5pm at most retail outlets and supermarkets since 1972, but changes to the Alcoholic Beverage Control Act that take effect on Saturday now mean individuals can be fined 10,000 baht (US$300) or more for drinking or being served alcoholic beverages during prohibited times or in prohibited places. Although there are exemptions for licensed entertainment venues, hotels, certified establishments in tourist areas and airports offering international flights, the onus has been shifted to consumers, and the tightened laws also prohibit advertising of alcoholic beverages unless the content is purely factual. The use of celebrities, influencers or public figures to promote alcoholic beverages for commercial purposes is also banned. The new regulations would have an adverse effect on restaurants because it was the customer that was now “restricted” by the stipulated sale hours, said Chanon Koetcharoen, president of the Thai Restaurant Association. If an establishment sells a bottle of beer to a customer at 1.59pm, for example, but they sit and drink on the premises until 2.05pm, that would constitute a violation of the law under Section 32, and that person could be fined. “This will impede the growth of the restaurant industry,” Chanon, who also runs a restaurant in Bangkok, said. Along Khao San Road, an area in Bangkok known as a backpacker hub, one business said they were operating as a hybrid bar and restaurant from 11am to 2am. Alcohol sales are loosely controlled considering customers can and do order drinks between the officially prohibited hours. With the possibility of drinkers themselves being fined, sales of alcohol might halve during those times, said Bob, an assistant manager working on Friday, declining to give his full name because he was not authorised to speak publicly. There is also concern that the stricter laws present an opportunity for officials to enforce fines on customers, restaurants or both for personal gain. Taopiphop Limjittrakorn, a member of parliament from the opposition People’s Party who has pushed for liquor liberalisation, said alcohol sales should be 24/7. “The amended law aims to serve the purpose of those opposing alcohol,” Taopiphop said. It also risked confusing foreign tourists who might order a drink before the restricted hours but consume it afterwards, he said.
