Meta confirms readiness for Thailand’s online ad identity rules
Meta says it will comply with Thailand’s new advertiser verification rules from November 1, 2026, while TikTok and Google have not confirmed their readiness.
Meta has confirmed it is ready to comply with Thailand’s new advertiser identity-verification rules when they take effect on November 1, 2026, the Digital Economy and Society Ministry said.
The electronic know-your-customer, or e-KYC, requirements apply to paid social media advertisements shown in Thailand. They require platforms to verify both Thai and foreign advertisers targeting people in the country, with the aim of preventing scammers from using online advertising to reach potential victims.
Meta will work with the ministry and the Electronic Transactions Development Agency (ETDA) to explain the requirements and help advertisers, particularly small and medium-sized businesses, complete the process before the deadline.
The ministry outlined the cooperation on October 23, saying Digital Economy and Society Minister Chaichanok Chidchob had sought stronger advertiser and payer verification under the message: “No ID, No Ads. Verify identities. Stop online scams.”
Meta has already publicised the requirement for advertisers seeking to reach audiences in Thailand, according to the ministry. The cooperation is intended to improve online safety while limiting disruption for legitimate businesses that rely on digital platforms.
Platforms questioned over readiness
Meta, Google, TikTok and LINE were absent from a parliamentary committee meeting on October 22 that reviewed preparations for the new rules, according to Pawoot Pongvitayapanu, an MP and deputy chair of the House committee on communications, telecommunications, and digital economy and society.
Pawoot said the committee had invited cyber police, ETDA and the major platforms to assess readiness. LINE sent a letter explaining its absence and confirming that it would comply by November 1.
The ministry later reported Meta’s confirmation on October 23. Pawoot said TikTok and Google had not provided assurances at the committee’s review.
The committee called on the ministry, ETDA and cyber police to prepare compliance checks and take legal action against platforms that failed to meet their obligations. It also urged Parliament to consider the draft Digital Economy Act to address gaps in platform regulation.
Verification and record-keeping requirements
Under the Electronic Transactions Commission’s notification on measures to prevent technology crime for social media service providers (No. 2), platforms receiving payment for advertisements shown in Thailand must verify advertisers before publication. An exception applies where the advertiser completed the latest verification no more than a year earlier.
Platforms must retain identifying information for at least 90 days after an advertiser stops using their advertising service. The records include the name of an individual advertiser, or the relevant legal entity and its representatives, identity or corporate documents, and usable contact details.
If someone other than the advertiser pays for an advertisement, the platform must also retain the payer’s information.
The notification was signed by Electronic Transactions Commission chair Vilawan Mangklatanakul on April 23, 2026, published in the Royal Gazette on May 5, and set a 180-day period before taking effect. Platforms may check government-issued identity documents, including by comparing facial images, or use a digital identity system that meets the assurance level specified by the commission.
