Thailand is rapidly transitioning from a relatively low-regulated digital market to a fully regulated digital economy. Against the backdrop of rapid growth in e-commerce, online marketplaces, delivery services, and platform-based business models, the Thai government is increasing oversight of digital services and platforms that serve Thai users.

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Particular attention is being paid to consumer protection, platform transparency, seller verification, personal data processing, complaint-handling mechanisms, and the liability of platform operators.

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These regulatory trends affect not only local companies but also foreign operators providing services to users in Thailand through websites, applications, or digital platforms. As a result, even businesses without a physical presence in the country may become subject to local compliance obligations.

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In practice, Thailand is gradually developing a regulatory approach similar to the European model of platform economy regulation: the state aims to simultaneously stimulate the growth of the digital sector while increasing oversight of digital services with a rapidly growing impact on the domestic market and consumers.

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Regulatory framework governing Thailand’s digital economy

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Thailand has been actively reshaping its approach to regulating the digital economy amid the rapid growth of e-commerce, online marketplaces, financial technologies, digital advertising, cloud infrastructure, and platform-based business models. In recent years, the country’s digital sector has expanded significantly due to the growth of mobile commerce, increased online payments, the expansion of international digital services, and the active presence of foreign companies in the domestic market.

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Thailand’s digital economy is regulated not by a single legal act, but by an extensive system of laws, royal decrees, subordinate regulations, and regulatory guidelines issued by various governmental authorities.

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1. Royal decree on Digital Platform Service Businesses B.E. 2565 (2022)

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One of the key elements of the new regulatory approach is the Royal Decree on Digital Platform Service Businesses B.E. 2565 (2022), which introduced a separate regulatory regime for digital platform operators. The primary regulator is the Electronic Transactions Development Agency.

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The regulation applies to both local operators and certain foreign service providers that operate with users in Thailand. The scope of the regulation may include:

• online marketplaces;
• food delivery services;
• booking platforms;
• ride-hailing services;
• social commerce platforms;
• advertising platforms;
• digital intermediaries and software services.

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Platform operators may be required to:

• notify the regulator before commencing operations;
• disclose information about the platform operator;
• ensure transparency of terms of service;
• establish complaint handling mechanisms;
• implement risk management procedures;
• Provide information regarding sellers or service providers.

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Importantly, the regulation may also apply to foreign companies without a physical presence in Thailand.

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2. Personal data protection act B.E. 2562 (2019)

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Thailand’s primary legislation governing personal data protection largely resembles European data protection legislation in this area. The law became fully effective on 1 June 2022.

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Since digital platforms typically process large volumes of user data, most platform operators are automatically within the scope of this law.

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3. Electronic transactions act B.E. 2544 (2001)

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establishes the legal foundation for electronic transactions, electronic signatures, and digital communications in Thailand.

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The law governs the validity of electronic contracts, electronic signatures, electronic authentication mechanisms, and online commerce, as well as the execution of digital agreements.

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This legislation became the foundation for the development of e-commerce and the digital business environment in Thailand.

4. Cybersecurity act B.E. 2562 (2019)

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strengthened governmental oversight in the field of digital security and introduced cybersecurity obligations for certain operators of critical digital infrastructure.

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This law demonstrates Thailand’s intention to strengthen control over digital stability and the security of national infrastructure.

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5. Computer crime act B.E. 2550 (2007)

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regulates unlawful activities in the digital environment. The law is actively applied in cases involving cybercrime, digital fraud, and platform-related investigations.

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Thailand’s current regulatory policy demonstrates that the country is gradually moving away from a relatively lightly regulated digital market toward a more structured system based on legal compliance requirements.

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Which digital platforms are subject to regulation in Thailand

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The Royal Decree on Digital Platform Service Businesses B.E. 2565 (2022) establishes a broad definition of digital platforms and covers a wide range of online services that act as intermediaries between users, sellers, service providers, or advertisers. The legislation primarily targets platforms that facilitate electronic transactions or interactions between participants in the digital market.

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The regulation may apply to:

• online marketplaces;
• food delivery services;
• hotel and travel booking platforms;
• ride-hailing services;
• social media platforms;
• advertising platforms;
• cloud services;
• search engines;
• mobile application stores;
• audio and video streaming services;
• digital intermediary services;
• online communication services;
• social commerce platforms.

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Particular attention is given by Thai regulators to platforms that may create elevated risks for consumers, including:

• platforms with a large user base;
• services involving a high volume of online transactions;
• platforms related to advertising and product promotion;
• sharing economy services;
• platforms processing personal data or financial transactions.

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A distinctive feature of Thailand’s digital platform regulation is its effective extraterritorial application. The legislation may apply not only to companies incorporated in Thailand, but also to foreign digital platform operators targeting the Thai market or interacting with users located in the country.

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In practice, a foreign platform may be considered to be operating in Thailand if the service is accessible to Thai users, uses the Thai language, accepts payments in Thai baht, uses domain names or interfaces associated with Thailand, or otherwise targets the local market. This means that even digital services without an office, employees, or legal presence in Thailand may become subject to local regulatory requirements.

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In such cases, platform operators may be required to notify the Electronic Transactions Development Agency of their activities, submit annual information about the platform, disclose the terms of service, ensure transparency in platform operations, implement complaint-handling mechanisms, and, in certain circumstances, appoint a local coordinator or contact person in Thailand.

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Thai regulators are also gradually expanding oversight over specific categories of digital platforms through additional regulatory notifications and guidelines. Particular attention is being paid to platforms that may pose increased risks to consumers or have a significant impact on the domestic digital market. In 2025, the Electronic Transactions Development Agency introduced new regulatory requirements concerning advertising platforms, online marketplaces, ride-sharing services, and platforms involved in the sale of goods subject to mandatory standardization or quality control.

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Key obligations of digital platform operators in Thailand

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One of the key obligations is to notify the Electronic Transactions Development Agency of the operation of a digital platform service. In certain cases, platform operators must provide information on the nature of the services, the number of users, the platform's operational model, and other information required by the regulator. Certain categories of platforms may also be subject to annual reporting and periodic information update requirements.

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An important aspect of the regulatory framework concerns transparency obligations. Digital platform operators may be required to clearly disclose:

• terms and conditions of platform use;
• rules governing electronic contracts;
• payment and refund procedures;
• account suspension or termination policies;
• conditions for listing goods and services;
• dispute resolution mechanisms between users.

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These requirements primarily aim to strengthen consumer protection and reduce the risks associated with unfair practices in the digital market.

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Thai legislation also places significant emphasis on complaint-handling mechanisms. Platform operators may be required to establish internal procedures for submitting, processing, and resolving user complaints, while ensuring that communication channels remain accessible to users. In certain cases, platforms may also be required to implement response deadlines and notification procedures regarding the outcome of complaint reviews.

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The regulatory framework also introduces obligations regarding risk management and platform security. Platform operators may be required to implement measures to prevent fraud, unlawful transactions, the distribution of prohibited goods, or illegal content. Enhanced scrutiny is generally applied to platforms that:

• process a significant volume of electronic transactions;
• handle personal data;
• process payments;
• have a substantial influence on consumers or the domestic market.

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In addition, platform operators must comply with Thailand’s personal data protection legislation. Where user information is collected or processed, platforms may be required to:

• obtain users’ consent;
• implement personal data protection measures;
• report data breaches;
• comply with cross-border data transfer requirements.

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For certain foreign digital platform operators, Thai legislation may also require the appointment of a local coordinator or contact person in Thailand for interaction with regulatory authorities and users.

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Overall, Thailand’s regulatory approach is gradually developing a comprehensive oversight framework for digital platforms, with transparency, operator accountability, consumer protection, and enhanced governmental supervision over the digital economy becoming central regulatory priorities.

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Conclusion

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The strengthening of digital economy regulation in Thailand is having a significant impact on digital platforms and international online businesses. For companies, this means greater transparency requirements, stronger personal data protection, enhanced internal compliance procedures, and increased interactions with regulators. Foreign platforms are finding it increasingly difficult to operate in the Thai market without a proper assessment of regulatory risks and an effective compliance framework.

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At the same time, Thailand’s new regulatory approach is creating a more predictable and structured digital environment, which may positively affect the confidence of users, investors, and international business partners. Regulatory oversight of digital platforms is expected to continue expanding in the coming years, particularly in e-commerce, digital advertising, financial technology, personal data processing, and cross-border digital services.

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In light of these developments, digital businesses operating in Thailand or planning to do so should already take into account the ongoing trend toward stricter regulation and prepare for increasingly comprehensive compliance requirements.

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