Thailand reversed its expanded afternoon alcohol ban on Thursday, only days after enforcing it more strictly. The government will now allow alcohol sales between 2 PM and 5 PM for six months starting in early December under a pilot program that could continue beyond mid-2026. Public Health Minister Pattana Promphat announced the decision, saying the liquor control committee approved the reversal after a three-hour meeting.

Tourism Pressure Forces Rethink

The move came less than a week after the government broadened the long-standing ban that has existed since 1972. Earlier this month, authorities tried to apply the restriction more widely, not just to retail outlets. This sudden expansion triggered strong opposition from the tourism industry and bar owners, who warned that the stricter rules would hurt spending at a time when foreign arrivals are already slowing. With the holiday season approaching, businesses argued that easing alcohol rules would help revive demand in a sector that contributes nearly one-fifth of the economy.

Expanded Law and Penalties

The broader ban was introduced through an amendment to the Alcoholic Beverage Control Act that took effect on November 8. Under this rule, individuals could be fined 10,000 baht ($300) or more for drinking or being served alcohol during restricted hours or in prohibited locations. Authorities included exemptions for licensed entertainment venues, hotels, certified tourist zones, and airports with international flights to avoid heavy disruption.

Advertising Restrictions Still Apply

Earlier changes to the law also tightened advertising rules, placing responsibility on consumers. The updated legislation allows only factual advertising of alcoholic beverages and bans celebrities, influencers, and public figures from promoting them. These limits remain controversial among business groups, which say the restrictions are too strict and hurt marketing efforts.