Starting November 1, 2026, new rules came into effect in Thailand requiring social media platforms to verify the identity of every advertiser before placing paid advertisements. The regulation, issued under the Electronic Transactions Commission (ETC) Notification No. 2 on Cybercrime Prevention and Suppression Measures regarding Social Media Service Providers, officially took effect after a 180-day preparation period. The government is implementing a policy under the motto 'No IDs, No Ads,' aimed at minimizing loopholes used by scammers to attract citizens through online advertising.
Context: The Rise of Fraudulent Advertising in the Digital Environment
The new regulations were introduced amid growing concern among Thai authorities regarding the abuse of social media advertising for fraudulent purposes, which led to direct financial losses for citizens. Recorded violations included investment scams, impersonation of legitimate businesses, and the promotion of counterfeit goods. These categories of abuse served as the primary argument for the regulator in developing the framework, designed to simplify tracking individuals and organizations behind paid online advertising and enhance consumer protection.
Who Is Affected and Which Platforms Fall Under the Rules
The regulation applies to all social media platforms that charge fees for advertising in Thailand, specifically Facebook, TikTok, LINE, and X. The rules apply to both domestic and foreign advertisers targeting users in Thailand. Platforms are required to verify advertisers' identities before allowing ads to be posted. Meanwhile, advertisers who have completed the verification process within the past year may be exempt from repeating it, reducing the administrative burden on legitimate market participants.
Documents and Verification Methods: From Passports to Electronic Systems
According to recommendations by Thailand's Electronic Transactions Development Agency (ETDA), individuals must provide identification documents issued by a competent authority, such as a national ID card or passport. For businesses and organizations, requirements are expanded to include documents proving legal status, identity documents of the representative or authorized person, and documents confirming the authority to conduct advertising activities, such as a power of attorney. Verification methods may include document cross-checking, facial photo comparison with document photos, or electronic identification systems meeting ETC identity verification standards. Foreign advertisers are not required to travel to Thailand: platforms can accept documents issued by competent foreign authorities and apply electronic verification methods consistent with Thai legal standards.
Intermediary Liability and Data Retention: Key Control Mechanisms
An important aspect of the regulation is that the obligation to collect and store identification information extends not only to the person directly conducting advertising activities, but also to the party paying for the advertisements in cases where these two parties are different. Platforms are required to store necessary advertiser identification information for at least 90 days after the end of advertising activities; this period is calculated from the day following the last day the ad is displayed on the platform. This requirement aims to clarify responsibilities when businesses hire advertising agencies, private individuals involve third parties to promote posts, or organizations use intermediary accounts to pay for advertising expenses.
Performance Monitoring and Consequences for Platforms
Analysts note that the new rules impose requirements on social media service providers accepting advertising revenue and may also affect companies providing online services involving content interaction, sharing, or user networking. Platforms must review their advertiser onboarding, identity verification, and data retention processes to ensure compliance. Authorities intend to coordinate with platforms to monitor enforcement effectiveness based on several metrics: the percentage of verified advertising accounts, trends in fraudulent ad complaints, the speed of handling advertising violations, and the traceability of involved parties in case of citizen losses.
