Thailand: Direct Marketing License – Lexology


The ease of starting an online business and the growing popularity of digital platforms for business sales are attracting more and more businesses to use e-commerce in Thailand. While the investment ecosystem for e-commerce can be attractive, it is important that businesses looking to start e-commerce businesses are aware of the legal requirements under the Direct Marketing Act.

Businesses are reminded that, with a very limited exemption, any new operator must apply for a direct marketing license before starting an e-commerce business. The direct marketing license allows the business operator to have their own digital platform (such as a website or mobile app) on which buy and sell transactions can be made. Anyone who falsely operates an unlicensed direct marketing business will be subject to a prison term of not more than one year, or a fine of not more than 100,000 baht, or both, and a daily fine. not exceeding 10,000 baht during the entire period of violation.

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