Thailand: Implemented ETDA guidelines for managing advertisements on digital platforms (no. 3/2567)

On 11 June 2024, the Electronic Transactions Development Agency's (ETDA) guidelines for managing advertisements on digital platforms (no. 3/2567) entered into force. The guidelines aim to prevent fraudulent activities, illegal product or service offerings, and unlawful solicitation through advertisements on digital platforms. Furthermore, the guidelines aim to help digital platforms to establish effective self-regulation mechanisms to ensure that ads are credible, transparent, and verifiable. The guidelines require digital platforms to verify the identity and authenticity of advertisers using recognised Identity Providers (IdPs) with a minimum of Identity Assurance Level 2 (IAL2). If this verification is not possible, platforms must collect information such as names, identification numbers, and contact details of advertisers. Furthermore, platforms must maintain a machine-readable database of advertiser information to monitor for risks, including creating watchlists for those flagged for legal violations (Blacklist) or those deemed trustworthy (Whitelist). In addition, the guidelines specify that digital platforms should implement a comprehensive screening process to review advertisements before they are published. Furthermore, platforms must provide clear mechanisms for users to report inappropriate or suspicious ads, and reports should be addressed promptly with results communicated to users. Failure to comply with these guidelines can result in the suspension or termination of an advertiser’s right to post content.