TPSO Urges Rules for Thailand's 45 Billion Baht Influencer Economy as TikTok Holds 66%
Updated
Updated · Nation Thailand · May 17
TPSO Urges Rules for Thailand's 45 Billion Baht Influencer Economy as TikTok Holds 66%
2 articles · Updated · Nation Thailand · May 17
Thailand's influencer economy reached 45 billion baht in 2024, prompting TPSO to call for clearer standards, stronger oversight and support measures for creators and brands.
More than 3 million Thai influencers generate 38.9 billion baht in digital advertising value—about one-third of the national digital ad market—as social media, e-commerce and AI accelerate growth.
TikTok accounts for 66% of influencer marketing activity in Thailand, a concentration TPSO said raises dependence and bargaining-power concerns across platforms, influencers and advertisers.
TPSO proposed six steps, including a certification system, skills development, content-governance mechanisms, fairer platform and fee rules, and support for Thai influencers expanding at home and abroad.
The agency said China, the US and South Korea already pair promotion with regulation, while Thailand's market is expected to grow 15% to 20% annually from 2025 to 2029.
How will Thailand's new regulations affect TikTok's massive $25 billion investment in the country?
Will Thailand's new influencer rules stifle the authenticity that makes the market so valuable?
Regulating Thailand’s Influencer Boom: 2026 Customs, Platform Dominance, and International Lessons
Overview
Thailand’s influencer economy is rapidly expanding, driven by social media, artificial intelligence, and digital platforms that are reshaping consumer behavior. This growth has highlighted the need for stronger regulations to ensure fairness, transparency, and consumer protection. In response, Thailand is updating its customs regulations in 2026, requiring most digital platforms to include taxes and duties in displayed prices for easier consumer transactions. These changes reflect a broader push for oversight as influencer-driven commerce becomes more central to the digital economy, aiming to create a transparent and fair environment for all participants.