Thailand to require ID verification for social media ads from 1 Nov

Thailand will require identity verification for paid social media advertisements from 1 November under a new “No ID, No Ads” policy aimed at curbing online scams, with the rules covering Thai and foreign advertisers targeting audiences in the country.

The requirements apply to social media platforms that fall within the scope of the Electronic Transactions Commission’s notification on measures to prevent technological crimes for social media service providers (No. 2). The notification was published in the Royal Gazette on 5 May and takes effect on 1 November 2026.

The government said the rules cover platforms including Facebook, Instagram and TikTok, as well as other services meeting the criteria. Platforms must verify advertisers before publishing paid advertisements in Thailand, regardless of whether the advertisers are based domestically or overseas.

Deputy government spokeswoman Lalida Periswiwatana said on 26 October that foreign advertisers would not need to travel to Thailand for verification. Platforms may accept foreign government-issued identification documents and use verification systems that meet the requirements under Thai law.

The rules allow platforms to choose their verification methods, provided they meet the prescribed standards. These may include checking government-issued identification documents and confirming that they belong to the person being verified, or using an approved digital identity verification system.

Advertisers whose identities have already been verified in accordance with the rules may be exempt from repeating the process if their most recent verification was completed within the preceding year.

Platforms must retain information necessary to identify advertisers for at least 90 days after the advertising service ends. They must also collect information about the person or entity paying for an advertisement when the payer is different from the advertiser.

The requirements may affect businesses that use advertising agencies or third parties to promote their products. Depending on the arrangement, both the business responsible for an advertisement and the party paying to promote it may need to undergo verification.

The government said platforms that fail to comply with the requirements could face shared liability for losses arising from technological crimes, depending on the circumstances and applicable laws. Platforms will not automatically be liable for every scam-related loss.

The policy is intended to make it easier for authorities to identify those behind fraudulent advertisements and investigate online scams. However, the government cautioned that successful identity verification does not mean an advertisement, product or seller has been endorsed by the state.

Businesses, online retailers and advertising agencies have been urged to check their advertising account status and prepare any required identification documents, corporate registration records and letters of authorisation before the deadline.

The Digital Economy and Society Ministry and the Electronic Transactions Development Agency are working with platforms to explain the requirements and help businesses, particularly small and medium-sized enterprises, prepare for implementation.