Thailand has reversed its afternoon alcohol ban just days after stricter rules took effect, reopening sales between 2 p.m. and 5 p.m. from early December, as per a Bloomberg report. The measure will run as a six-month pilot and could be extended beyond mid-2026, Public Health Minister Pattana Promphat told reporters after a meeting of the liquor control committee. Reversal aims to support tourism The U-turn follows strong objections from the tourism sector and bar owners. Although the afternoon prohibition dates back to 1972, it had mainly applied to retail shops. Authorities attempted to enforce it more widely this month, drawing criticism from businesses already facing a slowdown in foreign arrivals. The government’s latest decision comes as Thailand prepares for the holiday season. Tourism remains a key pillar of the economy, contributing about one-fifth of national output. Allowing afternoon sales is expected to support visitor spending and offer relief to hospitality operators during a crucial travel period.120096039Tougher penalties took effect this monthThese changes come after a major tightening of alcohol rules under the amended Alcoholic Beverage Control Act (No. 2) B.E. 2568, which came into force on November 8. Under the new law, not only sellers but consumers could have been fined, up to 10,000 baht (about Rs 27,500), for drinking during prohibited hours. The restrictions cover consumption between midnight and 11 a.m., and again from 2 p.m. to 5 p.m., though licensed hotels, entertainment venues, and certain tourist establishments remain exempt. In addition, the law introduced tighter controls on alcohol advertising: celebrity endorsements, influencer campaigns, and sponsorships are now banned.
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