The capital market environment and investor behavior are evolving rapidly, resulting in increasingly diverse service models and sales promotion activities offered by the business operators. The SEC has therefore proposed amendments to the rules governing sales promotion activities to provide greater flexibility and ensure that the rules cover evolving service models and capital market products, taking into account the need to balance industry development, investor protection, and supervision appropriate to the level of risk.

The SEC has prepared a consultation paper on the proposed principles for amending the rules. The key points are as follows:     
        (1) Where a business operator participates in a project aimed at developing the industry or society, which is organized by an entity that has no direct or indirect relationship with the business operator, the business operator would be exempted, to the extent necessary, from compliance with certain sales promotion rules, such as requirements concerning the number of promotional gifts, equal treatment in the provision of promotional gifts, the sales promotion period, and the value of promotional gifts.
        (2) The sales promotion rules concerning the determination of the value of promotional gifts would be amended to cover capital market products denominated in foreign currency, thereby ensuring a consistent supervisory approach across capital market products.

The consultation paper is available on the SEC website at https://www.sec.or.th/TH/Pages/PB_Detail.aspx?SECID=1237 and on the Legal Hub at https://law.go.th/. Stakeholders and interested parties may submit comments via either website or by email to nathiya@sec.or.th and kunpatu@sec.or.th. The public hearing is open until 2 December 2026.