Thailand sets November 1 start for social media advertiser identity checks

People and businesses buying social media advertising aimed at audiences in Thailand will have to verify their identities from November 1, the government said. Platforms subject to the regulations must establish who is placing an advertisement before allowing it to appear.

Deputy Government Spokesperson Lalida Persvivatana clarified on October 25 that the “No ID, No Ads” policy extends beyond Meta’s Facebook and Instagram. TikTok and other platforms meeting the regulatory criteria must also comply. The requirement does not cover ordinary posts.

The Ministry of Digital Economy and Society said the measure is intended to help trace online advertising when fraud occurs. Identity checks can use government-issued documents or approved digital identity services. Overseas advertisers can submit qualifying foreign documents without travelling to Thailand.

Businesses may need to provide registration documents and verify a representative authorised to act for them. Agencies and individuals paid to promote someone else’s posts may also be covered, depending on their role. A qualifying check completed within the past year may remove the need for verification for each campaign.

Platforms must keep advertiser identification records for at least 90 days after the advertising service has ended. Where another person or company pays for the adverts, their details must also be retained when applicable.

Lalida said platforms failing to fulfil their legal duties could share liability for financial losses from technology-related crime. Such responsibility would not be automatic, but would depend on applicable laws and the circumstances.

Officials will track verification rates, scam-advert reports and platforms’ response times to complaints after implementation. The government also cautioned that verifying an advertiser’s identity does not constitute official approval of the goods or services being promoted.