In line with the SEC’s initiative to amend advertising rules for securities and derivatives business operators (“business operators”) to accommodate new forms of advertising and changing investor behavior, the SEC conducted a public hearing on the proposed principles during 10 October – 9 November 2025, where the majority of respondents expressed their agreement. Accordingly, the SEC has issued new notifications* to implement these amendments, with key principles summarized as follows:

    (1) Establish criteria and procedures for selecting advertising service providers with adequate readiness and credibility;

    (2) Enter into an agreement between the business operator and the advertising service provider, with detailed provisions that enable the business operator to comply fully with the prescribed advertising rules;

    (3) Supervise the preparation and dissemination of advertisements to ensure compliance with the advertising rules, such as reviewing or approving advertising content prior to publication, and overseeing the conduct of advertising service providers to ensure adherence to the requirements;

    (4) Disclose additional warnings in the description or caption of advertisements disseminated through social media. In cases where advertising service providers are engaged, clearly disclose in all channels and formats used that the content is sponsored by the business operator, unless the advertising format is already self evidently an advertisement in itself.

The revised notifications were published in the Royal Gazette on 19 January 2026 and became effective on 16 January 2026. However, business operators who entered into advertising agreements with service providers prior to the effective date may continue disseminating advertisements under the previous rules.

Notes:

* Two relevant notifications are:  

(1) Notification of the Capital Market Supervisory Board No. TorThor. 47/2568 Re: Standards of Business Conduct, Organizational Structure, Operating Systems, and Services of Securities and Derivatives Business Operators (No. 24), dated 25 December 2025.

https://publish.sec.or.th/nrs/11025s.pdf

(2) Notification of the Office of the Securities and Exchange Commission No. SorThor. 50/2568 Re: Detailed Rules on Advertisement and Sales Promotion for Securities and Derivatives Business Operators (No. 12), dated 25 December 2025.

https://publish.sec.or.th/nrs/11026s.pdf