By Anont Tanaset, Policy Specialist, Office of the National Higher Education Science Research and Innovation Policy Council (NXPO)

Thailand entered 2025 with a strong tech governance foundation. In 2024, the government issued multiple guidelines and frameworks across key digital domains such as ethical AI guidelines, cybersecurity and cloud security standards, and the full enforcement of the Digital Platform Services (DPS) law. These initiatives laid the groundwork for balancing innovation with public trust.

In the first half of 2025, policy efforts have shifted decisively from preparation to implementation and compliance. Regulators are now putting earlier plans into practice, classifying high-risk platforms, issuing binding duties, and embedding accountability into digital infrastructure. This signals a more mature, hands-on phase of Thailand’s tech governance.

Key Governance Trends

From Frameworks to Enforcement

• Regulators are actively enforcing rules issued over the past two years. Under the DPS law, the Electronic Transactions Development Agency (ETDA) now requires platform operators to verify seller identities, monitor risk, and maintain complaint response systems. In June 2025, 19 major platforms, such as Shopee, Lazada, and Alibaba, were officially classified as high-risk under ETDA Notification No. 4/2568 on Digital Platform Services – Online Marketplace. “High-risk platforms” are defined as those with large user bases or transaction volumes, significant economic importance, or heightened exposure to fraud and consumer harm, but also place indirect compliance obligations on domestic SMEs that rely on these marketplaces to reach customers.
• As part of the Cyber Security Year campaign, authorities in 2025 have intensified efforts to crack down on online fraud and digital threats through coordinated operations, regulatory audits, and public-private cooperation. Enforcement is no longer limited to issuing guidance. It now includes penalties, reporting duties, and oversight protocols.

Risk-Based Duties and Shared Liability

• Thailand’s governance approach increasingly emphasises proportionality. Regulatory burdens now scale with a platform’s risk level and market significance. Building on this approach, the Royal Decree on Measures for the Prevention and Suppression of Technology Crimes (No. 2), B.E. 2568 (2025) establishes a framework for shared liability. It means that service providers, including banks, telecom firms, and digital platforms, are now jointly responsible for damages caused by negligence in fraud prevention. For example, telecom operators must deactivate SIM cards used in scams, banks must freeze suspect accounts and e-wallets, and platforms must remove fraudulent accounts and share data with enforcement agencies. While consumers benefit from stronger protections, banks, telecoms, and platforms face higher compliance costs and the challenge of coordinating real-time data exchange across sectors.

Organisations that fail to implement adequate safeguards may be compelled to compensate victims. This shift transfers part of the burden from individual users to service providers for consumer protection.

Institutionalised Partnerships

• Thailand’s governance model now relies more on multi-stakeholder collaboration. In April 2025, the Ministry of Digital Economy and Society (MDES), in partnership with Microsoft Thailand, launched THAI Academy (short for “Thai AI Academy”), a national AI upskilling initiative. The programme aims to train over one million Thais in digital and AI skills through a free, open-access platform, supporting domestic SMEs, students, and workers by improving their digital skills.
• As part of the Cyber Security Year campaign, over 100 organisations have joined the Secure Network Alliance, led by AIS in cooperation with key state agencies including the National Security Council, Royal Thai Police, and NBTC. The alliance combines industry intelligence and enforcement capacity to detect and disrupt fraud operations in real time. It represents a new model of co-governance, where regulatory functions are partially distributed across trusted private and public actors. This model continues the Thailand 4.0 vision, which highlights cross-sector partnerships as central to digital transformation and competitiveness.
• International partnerships are also central. In June 2025, Thailand hosted the UNESCO Global Forum on the Ethics of AI and announced the launch of the AI Governance Practice Centre (AIGPC) in Bangkok. Supported by ETDA and UNESCO, the AIGPC will serve as a regional training and capacity-building hub to help Asia-Pacific countries adopt ethical AI practices. It will offer certifications, research support, and tools to help governments and companies implement the UNESCO Recommendation on the Ethics of AI.

Key Policy Trends

AI Strategy: Keeping Ethics and National Interests in View

• AI continues to dominate Thailand’s tech policy agenda. In April, the government established the National AI Committee, chaired by the Prime Minister, to coordinate national AI policy. The committee outlined priorities across three pillars: human capital development, digital infrastructure, and AI deployment in strategic sectors such as healthcare, agriculture, and robotics, building on the foundations laid by the Thailand National AI Strategy and Action Plan (2022–2027)

To meet these goals, the government has committed over US$15.4 billion (approximately 500 billion Baht) toward AI and data infrastructure through 2027. The plan includes a national open-source AI platform, data integration efforts, and incentives for private sector participation. Local development of Thai-language large language models (LLMs) is also being prioritised. Together, these initiatives aim to reduce reliance on foreign technologies, strengthen control over critical datasets, and ensure that AI systems are adapted to local linguistic and cultural contexts.

• Ethics remains a core pillar. The UNESCO forum hosted in Bangkok highlighted Thailand’s international role in shaping responsible AI. The Prime Minister emphasised inclusive AI deployment and safeguards against algorithmic abuse. The AIGPC, launched during the forum, is tasked with supporting countries across the region in embedding ethical standards into AI systems, including fairness, explainability, and human oversight.
• On the domestic front, ETDA’s AI Governance Centre (AIGC) continues to support organisations through capacity-building initiatives and the promotion of responsible AI use, including readiness assessments and technical resources for both public and private sectors.

Platform Economy: Strengthening Trust and Safety

• The regulation of online platforms continues to evolve. In June 2025, ETDA designated 19 platforms as high-risk online marketplaces, requiring them to implement seller verification systems, enforce product quality controls, and enhance consumer grievance redress mechanisms. These platforms were identified based on transaction volume, user base, and prior compliance records.
• Beyond marketplaces, new sector-specific guidelines were issued for ride-hailing services. Platforms must now ensure that all drivers use licensed vehicles, verify driver identity through national digital ID systems, and provide safety and emergency contact features. They are also obligated to submit annual operational reports to the Department of Land Transport and ETDA.
• Additionally, new transparency obligations take effect at the end of 2025. Platforms will be required to disclose advertising practices, identify sellers more clearly, and implement rapid notice-and-takedown processes for illegal or harmful goods. These developments reflect a maturing platform governance regime that assigns obligations based on user impact and operational risk. International platforms must adapt their global compliance systems to meet Thailand’s rules, while SMEs and smaller sellers face heavier verification and reporting requirements. Consumers, however, gain from safer transactions and clearer redress mechanisms. These measures are consistent with Thailand Digital Economy and Society Development Plan, which prioritises platform transparency, safety, and consumer trust as foundations for a secure digital economy.

Financial Sector: AI Oversight and Digital Banking

• The financial sector is a major focus of Thailand’s digital transformation policy. In June 2025, the Bank of Thailand (BOT) released a draft version of its Guiding Principles for AI Risk Management for public consultation. The framework sets expectations around fairness, accountability, and technical safeguards for financial institutions using AI, such as in loan approvals, fraud detection, or algorithmic trading. It promotes internal oversight, stress-testing of models, and mechanisms for customer recourse. Banks and fintech startups will encounter stricter oversight and additional compliance costs, but consumers are expected to benefit from more trustworthy services and expanded financial inclusion.
• In parallel, the government approved licenses for Thailand’s first three virtual banks, led by SCB X, Krungthai Bank, and ACM Holding Company. These digital-only banks are expected to launch in 2026, aiming to promote financial inclusion and foster innovation. The licensing framework includes strict readiness checks, including technology, cybersecurity, and risk governance assessments.
• At the same time, the Royal Decree on Measures for the Prevention and Suppression of Technology Crimes (No. 2) B.E. 2568 established the Cybercrime Operations Centre, which now coordinates interagency efforts among banks, telecom operators, and regulators to dismantle scam networks and freeze illicit funds. These efforts highlight Thailand’s broader commitment to strengthening digital trust in financial services, especially as technology increasingly blurs the boundaries between sectors. These measures also align with the National Cybersecurity Policy and Action Plan (2022–2027), which emphasises systemic resilience, protection of critical information infrastructure, and shared responsibility across government, regulators, and the private sector.

Looking Ahead: On the Direction of Evolution

Thailand’s digital governance in the second half of 2025 is expected to become more detailed and integrated. Sector-specific rules are likely to become more common, and compliance enforcement will intensify, especially for high-impact services. Platforms and financial institutions may face stricter audit requirements and reporting duties.

However, with this progress comes added complexity. Overlapping mandates between digital, financial, and telecom regulators could create enforcement gaps or duplication. The compliance burden for Small and Medium-sized Enterprises (SMEs) may also increase, prompting a need for regulatory clarity and support.

Still, Thailand’s direction is clear. Through a mix of regulatory maturity, institutional partnerships, and international engagement, the country is positioning itself as a regional leader in digital governance, promoting innovation while protecting users. If it can maintain this balance, Thailand’s digital economy will continue to grow in a way that is secure, fair, and forward-looking.

About the writer

Anont Tanaset is a Policy Specialist at the Office of National Higher Education Science Research and Innovation Policy Council (NXPO). His expertise lies in the development of innovation ecosystems and the formulation of innovation and technology laws and regulations, notably the Thai Bayh-Dole Act. Additionally, his previous experience includes developing policies to promote startup and entrepreneurship ecosystems in Thailand.