Thai law for Adtech, martech and analytics

The rules adtech companies most often have to examine are: Personal Data Protection Act; Digital platform notification (ETDA); Foreign Business Act: advertising. Which apply depends on the actual model.

If the business offers goods or services to people in Thailand, paid or free, or monitors their behaviour there, even from outside Thailand. An offshore controller generally needs a representative in Thailand. (PDPA B.E. 2562, ss. 5, 37(5), 38).

If the service connects businesses, consumers or users for electronic transactions and passes THB 50 million a year platform revenue in Thailand (juristic person) or 5,000 monthly Thai users; platforms below the thresholds give a shorter notification. Platforms outside Thailand serving Thai users are covered. (Royal Decree on Digital Platform Services B.E. 2565, ss. 3, 8, 9, 10).

Advertising business is on List 3 for a foreign-owned company. (Foreign Business Act, List 3 (16)).