Meta confirms readiness for Thai ad ID rules from November 1

Thailand's Digital Economy and Society Ministry announced Meta's preparedness for the upcoming electronic know-your-customer (e-KYC) rules for social media advertising, effective November 1. The new regulations mandate that platforms verify advertisers' identities before publishing paid content, a measure intended to combat online scams. Meta is reportedly cooperating with the ministry and the Electronic Transactions Development Agency (ETDA) to help advertisers, particularly small and medium-sized enterprises, navigate the verification process.

The e-KYC requirements compel social media providers to check government-issued identity documents and retain identifying information for advertisers, and for payers if different, for at least 90 days after service cessation. This includes names, corporate documentation where applicable, and contact details. Platforms may use facial image comparison or approved digital identity verification systems to confirm document authenticity and ownership.

Despite Meta's reported readiness by the ministry on October 23, a parliamentary committee raised concerns after Meta, TikTok, and Google did not attend an October 22 readiness meeting. LINE alone provided confirmation of compliance in writing. This absence led the committee to question practical compliance, especially for foreign advertisers, and prompted calls for the ministry, ETDA, and cyber police to prepare compliance checks and legal action against non-compliant platforms. The committee also pressed for the draft Digital Economy Act to address regulatory gaps.