• Thailand has moved from light-touch oversight to structured platform governance—but the current regime is only a starting point.

• The draft Platform Economy Act signals ambition, but its EU-inspired design raises concerns about fit and proportionality.

• A risk-based, coordinated, and flexible regulatory model is critical for Thailand’s next phase of platform regulation.

Thailand’s framework for regulating digital platforms has become increasingly important as online marketplaces, delivery applications, and service-matching platforms play a central role in the country’s economy. The rapid expansion of these services across sectors has prompted the government to refine its approach to ensure that innovation is balanced with accountability and effective oversight.

At present, Thailand’s key legal foundation for platform regulation is the Royal Decree on the Operation of Digital Platform Service Businesses That Are Subject to Prior Notification, B.E. 2565 (2022). While this Royal Decree establishes an important first layer of transparency and oversight, the government also sought to explore a more comprehensive framework under the draft Platform Economy Act (PEA), which underwent consultation in early 2025 and aims to ensure that Thailand’s regulatory system is future-ready and able to address emerging challenges in the digital economy

The Royal Decree: A Foundation for Transparency and Oversight

The 2022 Royal Decree, administered by the Electronic Transactions Development Agency (ETDA), marked Thailand’s first attempt to systematically regulate digital platform services. It requires certain platform operators to notify ETDA before commencing operations, allowing the authority to maintain visibility over key players in the market.

Two criteria trigger this obligation. First, operators with annual domestic revenue exceeding 1.8 million baht for individuals or 50 million baht for juristic persons must notify ETDA. Second, platforms with more than 5,000 active monthly users, calculated on an average basis, are also covered. Importantly, this requirement applies not only to local operators but also to foreign companies providing services to Thai users, ensuring that offshore platforms serving the Thai market remain within the regulatory scope.

The notification process requires operators to submit details about their company structure, types of services, user base, and the five most common categories of complaints received from users. Operators must also grant ETDA consent to access such information, enabling the agency to conduct compliance monitoring and risk analysis, although this may raise questions about the boundaries of regulatory oversight and the impact on platform operations.

Beyond general notification, the Decree imposes heightened obligations on three categories of platforms:

• Large digital platform services;

• Platforms posing risks to financial and commercial systems;

• Platforms affecting national interests such as security, health, environment, energy, communications, transportation, and public utilities.

To operationalise these provisions, ETDA has issued further notifications identifying specific sectors and services. For instance, 21 online marketplace platforms, including Shopee, Lazada, Grab, and Line Shopping, have been designated as platforms posing risks to financial and commercial systems. These operators are therefore required to conduct risk assessments and implement risk-mitigation measures. Similarly, ride-hailing services have been classified as platforms impacting transportation and logistics. Their additional obligations include ensuring that drivers use vehicles registered as public transport, verifying the identities of both drivers and users, and maintaining internal procedures to enhance safety and reliability.

Taken together, these measures indicate that Thailand is transitioning from conventional e‑commerce regulation to a more structured regime that sets minimum obligations for online platforms on consumer protection and fair competition. However, as platforms increasingly play a vital role in the digital economy, policymakers have recognised the need for a more comprehensive framework. Ongoing dialogue between government agencies, technology companies, and industry experts—through regular consultations, working groups, and advisory bodies—is crucial to ensure that regulatory frameworks remain informed by industry insights and evolving technological developments, balancing compliance with innovation and inclusive growth.

The Draft Platform Economy Act: Reviewing Thailand’s Approach

The draft Platform Economy Act (PEA) was developed to create a more coherent and future-ready regulatory framework for Thailand’s digital market. Initiated by the Strategic Transformation Office (STO) and the Ministry of Digital Economy and Society (MDES), the proposal was formally acknowledged by the Cabinet on 24 May 2022, which endorsed ten guiding principles and authorised both agencies to lead consultations and impact assessments with relevant stakeholders.

To translate these principles into legislation, the Law Development Committee appointed a Subcommittee that drew on the EU’s Digital Services Act (DSA) and Digital Markets Act (DMA). The draft comprises eight chapters and transitional provisions, outlining duties for intermediary and platform service providers, safe-harbour principles, and complaint-handling requirements. It also imposes enhanced obligations on Very Large Online Platforms, including transparency reporting and risk-management plans, and establishes ex-ante rules for gatekeeping platforms to promote a more level competitive environment.

However, the draft has prompted concerns regarding regulatory overlap, administrative burdens, and whether EU-inspired obligations align with Thailand’s market realities. Some fear that prescriptive rules and high administrative fines could deter innovation and investment.

In response, the Office of the Council of State recommended pausing the process for further study. The Cabinet agreed, assigning STO, MDES, and OTCC to review appropriate approaches. The draft PEA remains under review.

Recommendations and Way Forward

Thailand’s experience reflects a broader global challenge: designing fit-for-purpose regulation that safeguards users, promotes fair competition, and encourages innovation. The 2022 Royal Decree provides a foundation for transparency and accountability, while the draft Platform Economy Act aims to integrate these principles into a cohesive framework. Striking the right balance between oversight and opportunity will be critical to ensuring that Thailand’s platform economy continues to thrive, anchored in trust, fairness, and long-term competitiveness.

To ensure that platform regulation supports Thailand’s long-term digital strategy, several policy directions emerge:

• Adopt a risk-based regulatory model that tailors obligations to the size, function, and systemic importance of each platform. Such an approach ensures that regulatory resources are targeted effectively and avoids imposing a one-size-fits-all burden on all operators. For competition-related obligations in particular, regulators should first undertake focused market studies to understand Thailand’s platform landscape, identify potential bottlenecks, and assess whether any platforms hold structural advantages. Grounding ex-ante duties in market evidence will help ensure that competition measures are proportionate, context-appropriate, and responsive to Thailand’s actual market conditions.

• Enhance coordination among regulatory bodies, including ETDA, OTCC, and sectoral regulators, such as the Department of Land Transport, to avoid overlapping and reducing compliance burdens. Coordination reduces regulatory overlap, lowers compliance costs, and ensures that policy objectives.

• Incorporate flexible enforcement mechanisms, such as innovation sandboxes or pilot regimes, to test new obligations before full implementation. This iterative approach enables evidence-based policy adjustments, reduces the risk of over-regulation, and ensures that enforcement mechanisms are realistic, proportionate, and responsive to technological evolution.

• Strengthen stakeholder engagement: Sustained engagement with a diverse set of stakeholders—including SMEs, platforms, consumer groups, and industry associations—is essential to ensure that regulations are practical, implementable, and inclusive. Regular engagements can help regulators understand real-world operational challenges, anticipate unintended consequences, and design rules that support broad participation in Thailand’s digital economy.

• Invest in institutional capacity, enabling regulators to manage complex data, monitor algorithms, and evaluate the socioeconomic impact of digital platforms. For example, Investments in data infrastructure, algorithmic auditing capabilities, and interdisciplinary expertise (combining law, technology, economics, and policy analysis) will enhance regulatory effectiveness and ensure that Thailand’s oversight framework remains robust and forward-looking.

Conclusion

Thailand’s evolving approach to digital platform regulation demonstrates a clear commitment to strengthening fairness, transparency, and user protection. The Royal Decree provides an essential foundation, while the draft Platform Economy Act seeks to create a more coherent framework capable of addressing emerging risks and supporting long-term digital competitiveness. As the draft law undergoes further review, maintaining a balanced, evidence-based approach remains critical.

Moving forward, Thailand’s success will depend on sustained regulatory coordination, risk-based oversight, and meaningful engagement with industry and civil society. By investing in institutional capacity and flexible enforcement tools, Thailand can build a platform ecosystem that is innovative, trusted, and aligned with national development priorities.

Note: Saliltorn Thongmeensuk, PhD, is a Senior research fellow, Atcharaporn Ariyasunthorn and Napat Pattarapisan are Researcher of the Thailand Development Research Institute (TDRI). This article appear in theTech for good institute, Country Spotlights session.