The existing ban on alcohol sales between 2 p.m. and 5 p.m. at most retail outlets, in place since 1972, will now be enforced with fines of at least 10,000 baht (US$300) for drinking or being served alcohol during prohibited hours or in restricted locations, reported Bloomberg News.

Exemptions apply to licensed entertainment venues, hotels, certified establishments in designated tourist zones, and international airport areas, according to the report.

The amended Alcoholic Beverage Control Act also restricts alcohol advertising, permitting only factual product information and prohibiting the use of celebrities or influencers to promote drinks.

Chanon Koetcharoen, president of the Thai Restaurant Association, told Bloomberg the regulations would negatively impact businesses, saying customers now face restrictions.

Opposition lawmaker Taopiphop Limjittrakorn, who has advocated for loosening alcohol rules, said sales should be allowed around the clock. “The amended law aims to serve the purpose of those opposing alcohol,” he said.