From the viral "Lisa" alcohol beverage image on a global talk show to the perspective of "Taepiphop Limjittrakorn," Democrat Party MP, regarding problems with Thai law. He points out that strict controls destroy small businesses and local traditional alcohol producers, proposing adjustments to open space for equitable economic growth.
Following online interest on 17 Sep 2026, "Lisa," a global superstar artist, appeared on the renowned US show The Tonight Show Starring Jimmy Fallon to promote her latest single and share impressions of Thai food. However, the widely debated issue afterward centered on the presence of alcohol beverages on the program.
Because Thailand has strict laws under the Alcohol Beverage Control Act prohibiting advertising, society immediately questioned whether the incident constituted a legal violation and how it might impact Thai society.
Thairath Online’s special team asked Taepiphop Limjittrakorn, Member of Parliament for Bangkok from the Democrat Party, about the controversy. He believes Lisa likely had no intention to break the law because the clip did not mention brand names or clearly show logos, only a green bottle that viewers recognized. Legally, this is not an offense as intent cannot be proven. However, ordinary citizens in Thailand who share the post may risk violating Article 32/1 more than the artist. This issue awaits clarity from forthcoming subordinate laws and committee guidelines under development.
Regarding Article 32 of the Alcohol Beverage Control Act, Taepiphop said control should focus on restricting access for those under 20 years old, as those over 20 are legally adults capable of discerning advertising. Advertising should be appropriate to the medium; for example, billboards on public roads are unsuitable because viewers cannot be controlled, whereas online media with age verification for 20+ is acceptable. He also suggests that in the future, private businesses and alcohol sellers should share responsibility, as they are the frontline and do not want to harm their customers.
Since the law was recently enacted, immediate amendments are difficult and require a five-year review period. The biggest current problem is the lack of clear subordinate laws, causing confusion about what is permissible. Taepiphop recommends the Alcohol Beverage Control Committee issue clear announcements specifying prohibited actions to prevent misinterpretation.
On economic and business impacts, Taepiphop noted that strict laws and advertising bans make marketing difficult, harming the economy and making it hard for new entrepreneurs and community brewers to operate. Large brands have advantages due to established market presence and reputation, while new players lack social capital and market value, limiting their promotional competitiveness. Future legal revisions should focus on limiting access or advertising budgets to prevent large firms from outspending smaller ones and set fair rules allowing all entrepreneurs to compete and grow together.
Taepiphop concluded by urging the Alcohol Beverage Control Committee to work more swiftly.