Thailand has banned tobacco advertisement since 1989. The cabinet ordered the Consumer Protection Board (CPB) to prohibit tobacco advertising in December 1988. The Advertising Committee of the CPB made an announcement in February 1989 that cigarettes are under labeling control thus can not be advertised, pursuant to the Consumers Protection Act 1979.
During the first period (10 February 1989 - 3 August 1992), when advertising ban was under the Consumer Protection Act 1979, the intervention was relatively successful. All cases notified to the CPB by the secretary of the National Committee for the Control of Tobacco Use were investigated and fined.
After 4 August 1992, the MOPH became responsible for the newly-enacted Tobacco Products Control Act 1992.
Under the Tobacco Product Control Act (1992), most forms of advertising, sponsorship and promotion, including brand stretching, are banned in Thailand. Also, a recent amendmentmandates a ban on the display of cigarette packages, signs or logos at points of sale. According to the National tobacco Control Capacity Assessment jointly conducted by WHO and the Thai Ministry of Public Health, the following have been noted.
- Although bans on direct advertising enjoy a high level of compliance, the ban on indirect advertising is still not well enforced.
- Cross-border tobacco advertising and promotion exists in such forms as televised sporting events. A ministerial notification is currently under development that would ban cross-border advertising.
- The sale and promotion of tobacco products on the Internet still exists and is currently not covered specifically by the law.
- Because the corporate social responsibility programmes of the tobacco industry are still not prohibited by law, the tobacco companies make full use of it , including in relation to young people, educational and environmental activities and awards.
For example, the industry sponsors the ASEAN Art Award, fellowships for journalists, and environmental activities run by schools.Civil society organizations have taken some of the responsibility to monitor advertisements, marketing and sponsorships by the tobacco industry. Examples of such organizations are ASH Thailand, SEATCA and Thai Health Promotion Institute (THPI). In addition, the Tobacco Research and Knowledge Management Center at Mahidol University, which is supported by Thai Health Promotion Foundation, is responsible for monitoring and evaluating the effectiveness of the ban on tobacco advertising, promotion and sponsorship.
The THPI has been the main monitoring force, suppression of the tobacco industry's promotional activities was successful due to THPI's vigilance, support from the Ministry of Public Health and the Tobacco Control Networks and strong media advocacy.