Thai social media ads now need ID checks first
The No ID, No Ads rule covers shops that run their own ads, agencies and anyone who boosts a post for someone else. A check lasts up to a year, but it does not mean the state endorses the product.
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These days, online shops use Facebook and TikTok as their shopfront, and boost posts so more people see their products. But from 1 November 2026, there is one more step before an ad can run: confirming who the advertiser is.
The rule is called No ID, No Ads. It comes from the Electronic Transactions Commission notification on measures to prevent technology crime for social media service providers (No. 2), which was published in the Royal Gazette on 5 May 2026 with 180 days before it took effect, The Nation reported. Platforms paid to show ads to people in Thailand must verify advertisers before the ads are published, whether the advertiser is in Thailand or abroad.
The aim is to stop scammers from using paid ads to reach victims. The Nation said investment scam ads, ads impersonating real businesses and ads for counterfeit goods are the main problems behind large losses.
Who must verify
Under guidance from the Electronic Transactions Development Agency (ETDA) reported by The Nation, the people who must verify are not only the ones who pay.
- A shop that advertises its own products and pays for the ads is the advertiser
- An agency that places ads and pays on a client's behalf is both advertiser and payer
- If a shop owner hires someone else to boost a post and that person pays, both count as advertisers, and the booster is also the payer
The Nation said the rule covers social media services paid to show ads in Thailand, such as Facebook, TikTok, LINE and X.
Which documents to prepare
- Individuals: a national ID card or passport
- Companies and agencies: the representative's ID, proof of their authority, such as a power of attorney, and proof of legal status, such as a company registration certificate
- Everyone: a valid address and a phone number that can be reached
There are two ways to verify. The first is for the platform to check government documents itself, for example by comparing a selfie with the ID photo, or reading the chip in a national ID card at a service point. The second is to use a digital identity provider at IAL2 or higher, the level of identity assurance the commission sets, such as the Department of Provincial Administration's ThaID app.
One check lasts a year, and platforms must keep the records
Verified advertisers can keep running campaigns without verifying again for each one, but they must re-verify at least once a year, no later than a year after the last check.
Platforms must keep advertiser and payer details for at least 90 days after the advertising service ends, counted from the day after the ad was last shown. If an offence happens, the people involved can be traced.
How ready the platforms are
The Nation reported that the Digital Economy and Society Ministry said on 23 October 2026 that Meta had confirmed it was ready and would help SMEs verify, working with the ministry and ETDA. LINE sent a letter confirming it would comply by 1 November, but TikTok and Google gave no assurance to a House committee at its 22 October meeting.
A verified advertiser is not an approved product
Lalida Perisvivatana, a deputy government spokesperson, said identity verification does not mean the government endorses the products or services advertised, and asked people to watch for suspicious payment requests and promises of unusually high returns, Pattaya Mail reported, citing the National News Bureau of Thailand.
Think of it as the name sign over a shop. It tells you who owns the shop, not whether the goods inside are any good.
How online shops can prepare
- Check your ad account to see whether the platform has asked you to verify
- Have your ID card or passport ready, and install the ThaID app if your platform accepts it
- If you are a company, prepare the company registration certificate and a power of attorney for whoever runs the ad account
- If you hire an agency or someone else to boost posts, agree clearly on who pays, because both sides may need to verify
- Note the date you verified, because you will need to do it again within a year
The rule has applied since 1 November 2026. Shops that have not verified yet can check their ad accounts today.
FAQ
Do ordinary posts that are not paid for need verification?
The rule applies to ads that platforms are paid to show in Thailand. Posts that are not paid for are not paid ads.
How often do I need to verify again?
At least once a year, no later than a year after the last check. In between, you can keep advertising without verifying for every campaign.
Can I verify with the ThaID app?
ETDA guidance reported by The Nation gives the Department of Provincial Administration's ThaID as an example of IAL2 digital identity that can be used, but check which methods your platform accepts.
If an ad comes from a verified advertiser, can I trust it?
No. Verification does not mean the state endorses the product or service. You still need to check the seller and the offer yourself, especially requests to transfer money and promises of high returns.
