The amendment to Thailand's Alcoholic Beverage Control Act, effective November 8, 2025, fines individuals up to 10,000 baht ($300) for drinking alcohol during the 2-5pm retail sales ban in supermarkets and convenience stores, extending liability from sellers to consumers. Licensed bars and restaurants permit consumption from 11am-2pm and 5pm-midnight, but enforcement now targets drinkers directly. It also restricts alcohol advertising and marketing to curb promotion, fueling hospitality backlash while anti-alcohol groups push for stricter application. Future tweaks may clarify ambiguities.