Thailand unveils new rules for digital advertising
- Thailand’s Electronic Transactions Development Agency has unveiled new guidelines to regulate digital advertisements, aiming to curb fraud and illegal activities.
- Business operators must establish stringent processes for data verification, adhere to identity verification standards, and maintain records of advertisement activities.
- A robust system for monitoring ads, including pre-launch evaluation and accessible reporting channels, is required to ensure compliance and maintain platform integrity.
An overview
Recently, Thailand’s Electronic Transactions Development Agency (ETDA) introduced new guidelines that aim to manage various forms of advertisements via digital platform services.
The guidelines have been introduced as a tool to prevent fraudulent activities, the offering of illegal products and/or services, and inducements to partake in illegal behaviour.
While the introduction of the guidelines is a fairly new development, we expect them to be constantly revised and updated to continue the fight against unscrupulous advertisements that can have a severe impact on people and the economy at large.
Under the guidelines, companies offering digital platform services are obligated to action the following:
Screening of advertisements
For the purposes of verification and collection, business operators are required to establish stringent processes to verify and collect data from those seeking to advertise on their respective platforms.
To ensure compliance with the new guidelines, business operators must adhere to identity verification standards for advertiser registration. This can involve utilising verification results from other providers or conducting their own verification processes, ensuring a minimum identity assurance level (IAL) of IAL2.
Collection of data
To enhance levels of security, the data gained from advertisements need to be stored in a machine-readable format, so it can be easily processed by a computer without the need for human intervention.
Furthermore, business operators are also obliged to keep stringent records that can be reviewed by the relevant authorities.
Pre-Launch advertisement evaluation
To ensure compliance with the guidelines and various other regulations, business operators are required to review all advertisements before they are published on their platforms.
There are various factors that should be considered when conducting a review, including appropriateness, legality, morality, and the like.
Monitoring advertisement activity
Business operators need to implement a robust system for monitoring published advertisements. This can be achieved through automated systems, dedicated staff, or hiring external contractors who specialise in monitoring data systems.
To ensure compliance with the guidelines, business operators must provide accessible channels to users of their platforms to report illegal and/or inappropriate advertisements. With regards to the reporting channels, business operators must ensure that they respond to reports in a timely and efficient manner.
Business operators are required to diligently oversee advertiser accounts to ensure ongoing compliance with all relevant guidelines and standards. This includes a thorough examination of various factors such as the volume of reports or flags that an advertiser’s content receives, as well as adherence to established service agreements and community standards. By carefully monitoring these elements, business operators can proactively identify and address any potential issues, thereby maintaining the integrity and reliability of their operations.
Furthermore, it is essential to establish clear criteria for prioritising which advertisements to review to ensure the most efficient and effective oversight.
Final thoughts
At WSR International, we specialise in delivering expert commercial and legal advice specifically crafted to address the evolving legal landscape surrounding advertisements.
Our experienced team is here to help you ensure compliance, protect your interests, and achieve your business goals.
