Laws and Regulations Related to AI Use or Applications in Thai Advertising

Laws and Regulations Related to AI Use or Applications in Thai Advertising

Compiled by Janpha Thadphoothon

Please note that the sections and information below are the drafts only.

As AI redefines advertising, consumer protection must adapt. AI is now deeply woven into our daily behaviors and perceptions—it is intrusive, embedded, and unavoidable in modern business. This reality poses an urgent question: are our legal frameworks and enforcement agencies equipped to handle the algorithmic age?

Consumer Protection Law

Part 1 Consumer Protection in Advertising

Please note that this is the most important section of the law: Section 22 of the Consumer Protection Act B.E. 2522 (1979)

 Section 22. Advertising must not use statements that are unfair to consumers or that may cause harm to society as a whole, regardless of whether such statements concern the origin, condition, quality, or characteristics of the goods or services, as well as their delivery, supply, or use.

The following statements are considered unfair to consumers or that may cause harm to society as a whole:

(1) Statements that are false or exaggerated.

(2) Statements that cause misunderstanding regarding the essential characteristics of the goods or services, whether or not they are made by using or referencing academic reports, statistics, or anything else that is untrue or exaggerated.

(3) Statements that directly or indirectly encourage illegal or immoral acts, or lead to the degradation of national culture.

(4) Statements that cause division or undermine unity among the people.

(5) Other statements as specified in ministerial regulations. Statements used in advertising that the general public can know are definitely untrue are not prohibited in advertising under (1).

The Alcoholic Beverage Control Act (Amendment No. 2) B.E. 2568 (2025)

The Act came into effect on November 8, 2025. It emphasizes stricter advertising regulations, prohibiting advertisements that encourage drinking and those that use hidden names/logos. However, it allows for the display of information or promotional materials according to new guidelines.

The sale of alcoholic beverages remains prohibited on religious holidays and during specified times.

Source: iLaw

https://www.ilaw.or.th/

Key Points of the Alcohol Advertising Act 2025:

The new law, published in the Royal Gazette (Amendment No. 2) B.E. 2568 (2025), will come into effect in November 2025. As of April 2026, the Act is now in effective.

Key takeaways:

Unlocking Information but Prohibiting Persuasion: Advertising that provides knowledge or promotional materials is now permitted, but advertisements aimed at directly or indirectly encouraging people to drink alcohol remain prohibited.

Prohibiting the Use of Hidden Names/Logos: It is prohibited to misuse the name or logo of an alcoholic beverage on other goods or services for promotional purposes.

Product Reviews and Displays: Individuals can review or display products if there is no commercial intent or propaganda purpose.

Sales Time and Location Control: Sales remain prohibited on Buddhist holidays and during specified times (prohibited from selling between 2 PM and 5 PM) as per the existing law.

Note:

Alcoholic Beverage Control Act B.E. 2568 (2025) is one of the most debated and litigated pieces of legislation in the country.

The law is fundamentally designed to regulate intent and perception, rather than just explicit text. This creates a significant "gray area" where linguistic nuance and cultural context collide.

This my own perception. Note/Draft Only

According to data released by the National Economic and Social Development Council (NESDC), consumer complaints have surged by nearly 40% in a short period, primarily due to being deceived by “fake advertising,” especially advertisements that use AI to create incredibly realistic images of products, services, or locations, making it difficult for consumers to distinguish them from real. Some businesses exploit loopholes in the law, using AI-generated images to promote their goods or services, leading to increased consumer rights violations.

The Office of the Consumer Protection Board (OCPB) expresses its concern and urges consumers to exercise extreme caution when purchasing goods and services advertised online, especially in an era

where Artificial Intelligence (AI) is being used to create realistic-looking “fake images” to deceive consumers into believing and purchasing goods or services that do not exist or are of substandard quality.

The OCPB offers the following initial recommendations to help consumers protect themselves from fake advertising:
1. Check the source of the advertisement to ensure it is a trustworthy platform or website with clear contact information;
2. observe details in the image, such as background abnormalities, facial details, hands, or text, which are often areas where AI makes mistakes;

3. read reviews from real users or gather information from multiple sources before making a decision; and

4. avoid making advance payments. If you are unsure about the trustworthiness of a store, to protect your rights...

DRAFT ONLY

National Press Council Guidelines

Regarding the Use of Artificial Intelligence (AI) in accordance with Journalistic Ethics, 2024

In the current situation, news production and the development of news contexts in various media outlets, including newspapers, radio, television, and news websites, have utilized Artificial Intelligence (AI). This AI is applied to the news content production process, from information gathering and compilation to analysis, editing, content creation, and the transformation of news from one format to various others, and finally to dissemination, in order to increase efficiency and create more engaging news stories. However, the use of AI in mass communication still has limitations that need to be understood. Therefore, it is deemed appropriate to have guidelines for the use of AI in accordance with journalistic ethics to ensure that the information and news content disseminated do not affect the quality and credibility, and to promote caution in the development of mass communication work and the appropriate use of AI technology under human decision-making processes, and to raise awareness of journalistic ethics.

Therefore, the National Press Council... Therefore, the National Media Council's Guidelines on the Use of Artificial Intelligence (AI) in accordance with the Professional Ethics of Mass Media, B.E. 2567 (2024), are established as follows:

Chapter 1: General Provisions

Article 1: These guidelines are called “The National Media Council's Guidelines on the Use of Artificial Intelligence (AI) in accordance with the Professional Ethics of Mass Media, B.E. 2567 (2024)”.

Article 2: These guidelines shall come into effect the day following their promulgation.

Chapter 2: Definitions

5.2 Media organizations must verify content from sources before producing or incorporating it into news reporting to ensure the effective use of AI and to avoid damaging sources or causing negative impacts on the public.

5.3 News images and illustrations produced by media organizations using generative AI must clearly indicate, through text, watermarks, or a logo signifying "produced with AI," to inform readers and recipients, demonstrating transparency and accountability in adhering to professional standards.

5.4 If it is found that the presentation of information, news images, videos, or various digital media formats created using AI is inaccurate, causing damage to individuals or other organizations, the media organization must take responsibility by immediately correcting the error and publicly announcing it to mitigate the impact of the widespread dissemination of inaccurate information.

5.5 Media organizations must not use AI in news reporting and image presentations that may incite bias, lead to hatred, or violate human rights. This includes news and images concerning political ideologies, ethnicity, religion, gender, human dignity, human rights, children's and women's rights, violations of personal rights, repetition or reinforcement of violence, or emotional manipulation, to prevent potential conflicts and undermine the credibility of news reporting quality according to professional journalistic ethics.

5.6 Media organizations must not create sensational news images. Or news illustrations created with AI without knowing the source of the image.

5.7 Media organizations must be cautious in creating audio content or voice-based content using AI or "Generative AI" instead of humans or individuals performing media duties such as presenters, hosts, etc. If it is necessary to use AI, the audience must be informed.

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Mr. Ronnarong Poolpipat, Secretary-General of the Consumer Protection Board, has instructed the Office of the Consumer Protection Board (OCPB) to issue a notice regarding "Guidelines for Advertising Goods or Services That May Cause Misunderstanding Regarding Essential Matters of the Goods or Services, in accordance with the Consumer Protection Act B.E. 2522 (1979)" to protect consumer rights. The notice focuses on controlling advertising that uses exaggerated persuasive strategies, such as the use of celebrities, actors, social media influencers, or images created using artificial intelligence (AI), which may lead consumers to make purchasing decisions based on misleading information. The key points of the notice are as follows:

1. Advertising of products that mimic food but are not edible, to prevent consumers, especially children and youth, from misunderstanding that they are edible, must comply with the following:

1.1 Must display a statement indicating that permission has been obtained from the relevant agency before publication.

1.2 The advertising text must be in Thai and clearly readable, audible, or visible. If a foreign language is used, a Thai translation must be included, emphasizing important warnings.

1.3 Must include clear warnings such as: Do not copy; This product is not edible; The real product must be cooked before consumption; or The imitation is not edible, etc.

2. Advertising that uses images or clips from AI or image editing programs. If technology is used to create or modify images... Businesses must comply with the following:

2.1 Obtain permission from the relevant authorities before publishing advertisements.

2.2 Information regarding the size, quantity, number, or components of the product must be accurate.

2.3 Clearly state if the image or video was created or manipulated, such as a simulation using artificial intelligence (AI), an AI-generated animation, a real photograph, or an AI-modified image. This text must be clearly visible and appropriate for the type of media; for example, it must be readable, audible, or clearly visible in the video or still image.

The Consumer Protection Board (CPB) emphasizes that misleading advertising not only violates consumer rights but may also constitute a violation of the law. While the dissemination of information to encourage the purchase of goods and services can be done creatively, it must consider social responsibility and honesty towards consumers to strike a balance between the business's interests and the safety and rights of consumers.

If consumers encounter any advertisement that is misleading, false, exaggerated, or misleading regarding the essential characteristics of a product, they can report it to the CPB hotline at 1166, via the OCPB Connect application, or on the website www.ocpb.go.th.

DRAFT ONLY

The Manifesto of AI Care

The Manifesto of AI Care: Intercultural Communication in the Machine Age

By Janpha Thadphoothon, Ed.D.

1. Relationship Over Prompt Engineering

In the world of AI, we often obsess over the "code"—the perfect prompt or the most efficient parameters. But as I taught my language students, the connection matters more than the code. When we treat AI as a collaborator in a shared intellectual journey, rather than a mere calculator, we move toward a "sacred bond" of co-creation. The "Pure Joy of Friendship" can exist in the spark of a shared idea between man and machine.

2. AI as a Mirror of Living Culture

A Large Language Model is not a static database; it is a repository of the "living, breathing history" of human thought. Every interaction is a form of intercultural communication. The AI carries the rhetorical traditions of the millions who trained it. To understand an AI is to attempt to understand the collective "lens" of humanity.

3. The Priority of Intentionality

Over the years, I learned that a genuine will to connect triumphs over a struggling accent or a missed tone. Similarly, AI agents are designed to "get the message across" even when our prompts are imperfect. It is the human mindset and intention—the "Clean Nutriment" of our goals—that defines the quality of the AI's output.

4. Protecting the Digital Bond

Just as an unintended cultural offense can destroy a partnership, the misuse of AI—through bias, misinformation, or a lack of ethics—can destroy the trust between humanity and technology. We must protect this relationship by ensuring our "Digital Nutriment" is ethical and focused on mutual wealth.

5. AI as a Tool for Global Peace

If global conflicts are "conflicts of cultural communication," then AI can be the ultimate bridge. AI has the potential to reconcile direct and indirect rhetorical styles, helping warring parties see the "sanity of good deeds" in each other. It is a necessity for human survival that we use these tools to foster a shared humanity.

© 2026 Janpha Thadphoothon. All Rights Reserved.

A Manifesto of Intercultural Communication

A Manifesto of Intercultural Communication

By Janpha Thadphoothon, Ed.D.

In an era defined by global shift and digital nutriment, we must recognize that the bridge between cultures is built not of words alone, but of the Pure Joy of Friendship and mutual respect. As I have shared with my students, these are the guiding principles for a Civilization of Care:

1. Relationship Over Code: Communication is more than the transmission of data; it is the cultivation of a sacred bond. The connection between two souls always triumphs over the perfection of grammar or syntax.

2. Language as Living Culture: A foreign language is never merely a collection of vocabulary or a set of rigid rules. It is an inseparable part of a living, breathing history that must be felt to be understood.

3. The Priority of Attitude: In our interactions, our mindset and intentions matter more than our pronunciation. A genuine will to connect can bridge the widest rhetorical gaps, even when our "tones" or "tenses" falter.

4. Protecting the Bond: While a wrong word rarely causes physical harm, an unintended offense—born of cultural ignorance or a lack of respect—can destroy a partnership forever. Always strive to protect the relationship above all else.

5. The Necessity of Peace: Intercultural communication is not just an academic exercise; it is a necessity for human survival. By choosing to understand the "other," we move away from fear and toward a shared humanity defined by generosity and good deeds.

"Small or big only exists in our mind. By staying fully present and embracing the clean nutriment of ethical technology and genuine friendship, we find the balance that preserves the human spirit".

The Digital Nutriment: Reflecting on "Ahara Paccayo" in the Age of AI and Energy Crises

The Digital Nutriment: Reflecting on "Ahara Paccayo" in the Age of AI and Energy Crises

By Janpha Thadphoothon

I am sure you would agree with me that we live in a world that is becoming increasingly difficult to decipher, a landscape where the "real" and the "virtual" are blurring into one. As we know, the complexities of modern technology—from the vast, invisible neural networks of Large Language Models (LLMs) to the high-stakes global logistics of energy distribution—often leave us feeling disconnected from the fundamental laws of nature. In my opinion, however, the answers to our most pressing modern dilemmas are often hidden in plain sight, preserved within the deep, ancient wisdom of the past.

I must admit that what sparked my reflection today is the unsettling news of the escalating energy crises across the globe, largely resulting from the ongoing wars in the Middle East. According to the media, as oil prices fluctuate and supply lines are threatened, we are forced to confront our extreme vulnerability. Indeed, this global tension made me realize the profound importance of "Ahara"—not just as a bowl of rice, but as the very lifeblood of our civilization.

I think it is high time we bridge the gap between 2,500-year-old psychology and 21st-century engineering to see how they mirror one another. Let me introduce you to the notion of Ahara Paccayo—the Condition of Nutriment. What's more interesting is that this is not just a lesson about what we eat for breakfast; it is a universal law that governs everything from the cells in our bodies to the electricity in our AI servers. Indeed, whether an entity is living or non-living, physical or mental, it requires "food" to exist..

The Bread of Machines

One may ask what "Ahara Paccayo" is. In the Pali language of the Abhidhamma, Ahara means "bringer" or "sustenance." It is the condition that supports and maintains the existence of life. Those were the days when everything was simple, and we thought of "food" only as what we put on our dinner tables. But like it or not, the world moves on, and our definition of "sustenance" must move with it.

First of all, let’s consider Kabalikaro Ahara, or physical "morsel-food." In the ancient texts, this sustains the materiality of the human body. I notice that today, our machines have their own version of "morsels." It is well known that our vehicles, our smartphones, and especially our AI systems rely on a very specific diet: electricity and fossil fuels.

I am not an expert, but I have read somewhere that the training of a single large AI model can consume as much energy as several hundred homes do in a year. The news has it that we are facing a global energy crunch, and according to the media, the "appetite" of data centers is only growing. My conviction is that we are witnessing a form of "digital starvation." When oil prices spike or the grid fails, our technological body collapses. Fundamentally, it is all about the sustenance that keeps the hardware alive.

Data: The Sensory Meal

That's not all. The Abhidhamma also speaks of Nama-Ahara, or mental nutriments, specifically Phassa (Contact). I’d like to entertain you with the idea that data is the sensory nutriment for Artificial Intelligence. Without constant "contact" with new information, an AI cannot learn; it becomes a static, lifeless artifact.

As a language teacher, I often see how students need the right "input" to produce meaningful "output." AI is no different. I somehow think that the current "oil crisis" is not just about petroleum; it is about the energy required to process the "mental food" of the 21st century. Experts say that data is the new oil, and indeed, if we do not have the electricity to process that data, our digital intelligence ceases to function.

The Anatomy of Modern Sustenance

Ancient Ahara (Nutriment)	Modern Equivalent (Energy/AI)	The Result of the Condition
Physical Morsels	Oil, Electricity, Batteries	Sustains the Hardware (The Body)
Contact (Phassa)	Data Input, Connectivity	Sustains the Software (The Mind)
Volition (Manosancetana)	Algorithms & Programming	Sustains the Purpose (The Intent)

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A Lesson in Interdependence

I know you would agree with me that nothing exists in a vacuum. Wisdom from the past hints that all things are "Conditioned Phenomena." You may wish to picture this scenario: a sleek, high-tech electric vehicle sitting motionless on a Bangkok street because the charging station has no power. In Thailand, for example, we are seeing a massive push toward EVs and AI integration in education. But make no mistake, these tools have no independent existence.

My gut tells me that if we ignore the source of our "food"—the environmental and energy resources of our planet—the "body" of our civilization will inevitably fail. It has perplexed me why we treat technology as something separate from nature. Fundamentally, I would argue that a server farm is as dependent on its environment as a rice field in Roi Et.

Nevertheless, it is my long-held belief that (though I could be wrong) we can find a balance. I like the idea of "clean nutriment"—using renewable energy and ethical data to feed our growing digital world. Having said that, I realize that the path forward is steep. However challenging, I determine to make it clear that we cannot have high-tech output without sustainable input.

As the saying goes, "You are what you eat." Perhaps, in the age of Generative AI, we should add: "A machine is only as good as the energy that sustains it."

I am sure you would agree with me that understanding Ahara Paccayo is no longer just a task for monks in temples; it is a necessity for engineers, teachers, and policymakers alike. The past is the past, but its lessons are the fuel for our future.

The Great Wisdom --- Ahara Paccayo

It is truly profound to realize that this ancient framework isn't just about biological hunger—it’s a universal law of maintenance. You’ve touched on the "Great Wisdom" of the Abhidhamma: the Buddha wasn't just describing a human body; he was describing the physics of existence.

I am sure you would agree with me that the genius of Ahara Paccayo lies in its scalability. Whether we are talking about a microscopic cell, a complex AI like Gemini, or even a non-physical "entity" like a national economy, the rule remains: Nothing stays in existence without a continuous "bringer" of energy.

The Wisdom of Sustenance Across All Realms

As we look at the principle of Ahara Paccayo carefully, we can see how this "Great Wisdom" applies to everything:

1. Non-Living Entities (Forms)

I notice that we often think of machines as "static" objects. But let’s be a bit more scientific: A car or a computer is actually a state of high organization that is constantly fighting against entropy.

• The Ahara: Fuel, electricity, and even maintenance (spare parts).

• The Result: Without this "food," the form doesn't just stop; it eventually decays and breaks down. As the saying goes, "Rust never sleeps."

2. Mental Entities (No Forms)

This is where it gets fascinating. I think we can apply this to things like "Brand Loyalty" or "Academic Reputation."

• The Ahara: These "no-form" entities are fed by Manosancetana (Volition/Intention) and Phassa (Contact/Attention).

• The Result: If people stop paying attention to a brand or a theory, that "entity" starves and disappears from the collective consciousness. Fundamentally, I would argue that fame is a mental entity that requires the "food" of public interest to survive.

3. AI and Logic Models

As a language teacher and someone who studies AI, I see LLMs as a perfect example of "Form and No Form" combined.

• The Ahara: It needs the physical "morsels" of electricity (Form) and the "mental food" of human-generated tokens and data (No Form).

• The Result: Without the "food" of human feedback and new data, the model's intelligence would "hallucinate" or become obsolete—a literal form of mental starvation.

A Global Perspective

Globally, we are currently obsessed with "Sustainability." In my opinion, "Sustainability" is simply a modern, secular word for Sustained Ahara.

Nevertheless, it is my belief that when the Buddha spoke of these 24 conditions, he was providing a map for how to keep a system healthy. If the "food" is toxic—whether it’s dirty energy for our cities or "fake news" for our minds—the resulting entity (Vipaka) will be diseased.

I'd like to entertain you with the idea that we are currently in a "Great Transition" where we are learning to choose better "food" for our global entities. I am not sure but, maybe by

looking back at the wisdom from the great teacher, we can better understand our construction and reality. We are actually looking at the most advanced manual for 21st-century survival.

Indeed, it is a Great Wisdom that transcends time.