On 11 June 2024, the Electronic Transactions Development Agency (ETDA) in Thailand issued a notification regarding new manual for overseeing advertisement on digital platform services (DPSs) to promote and to support digital platform service operators in establishing appropriate self-regulatory mechanisms in accordance with Section 32 of the Royal Decree on the Operation of Digital Platform Services Requiring Notification B.E. 2565. This legislation covers the oversight of advertisement on digital platform services. The notification aims to prevent fraud, illegal product or service offerings, and other unlawful activities related to advertising on digital platforms, which have become rampant on digital platforms. The notification applies to business operators providing DPSs that allow advertisers to publish advertisements or messages to users.
在2024 年 6 月 11 日，泰國電子交易發展局(ETDA)發布一份關於監督數位平台服務(DPSs)廣告的新手冊的通知，促進和支持數位平台服務營運商根據佛曆2565年《需要通知的數位平台服務營運皇家法令》第 32 條建立適當的自律機制，其中涵蓋DPSs廣告的監督。該通知旨在防止詐欺、非法產品或服務提供以及與數位平台廣告相關的其他非法活動，這些活動在數位平台上已變得猖獗。該通知適用於提供允許廣告主向使用者發布廣告或訊息的DPSs的經營者。
Key obligations for DPS business operators under the notification are detailed below.
該通知規定的DPS業務經營者的主要義務詳述如下。
Advertiser Screening and Data Collection
篩選廣告商和資料收集
Ø Verification and collection: Business operators must set up processes for verifying and collecting advertiser data. This includes steps, methods, and required information for advertiser registration.
驗證與收集：經營者必須建立驗證和收集廣告商資料的流程。其中包括廣告商註冊的步驟、方法和所需資訊。
Ø Identity verification: Business operators should follow identity verification requirements for advertiser registration. This may include using identity verification results from other identity providers such as the ThaID application from the Department of Provincial Administration, Ministry of Interior or conducting their own identity verification processes with a minimum identity assurance level (IAL) of IAL2.
身分驗證：經營者應依照身分驗證要求進行廣告主註冊。這可能包括使用其他身分提供者的身分驗證結果，例如內政部民政局ThaID申請、或以最低身分保證等級(IAL)) IAL2 執行自己的身分驗證流程。
In cases where business operators cannot rely on identity verification from another IdP or cannot conduct identity verification at a minimum level of IAL2 (e.g., lacking a card reader for national ID cards), business operators may consider using alternative methods to verify the identity of service applicants as follows, or to employ other appropriate methods, such as:
如果業務經營者無法依賴其他 IdP 的身份驗證或無法進行最低 IAL2 級別的身份驗證(例如，缺少國民身份證讀卡器)，業務經營者可以考慮採用以下替代方法來核實服務申請人的身份，或採用其他適當的方法，例如：
· The full name or corporate name of the advertiser.
廣告商的全名或公司名稱。
· National ID number, passport number, or corporate registration number.
Alternatively, business operators may consider verifying the identity of the applicant for advertising by reviewing relevant licenses of the advertiser or documents related to the offering or sale of products, services, or content, as well as professional qualifications or licenses for presenting the advertised products or services. Examples include investment analysts, investment advisors, or hotel licenses.
國民身分證號碼、護照號碼或公司註冊號碼。
或者，經營者可以考慮透過審查廣告商的相關許可證或與提供或銷售產品、服務或內容相關的文件，以及展示廣告產品或內容的專業資格或許可證來驗證廣告申請人的身分。例如投資分析師、投資顧問或飯店許可證。
Ø Data storage: Advertiser data must be kept in a machine-readable format, containing information on the categories, contents, and durations of advertisements or messages.
資料儲存：廣告主資料必須以機器可讀的格式儲存，包含廣告或訊息的類別、內容和持續時間等資訊。
Prepublication Advertisement Review
發布前廣告審查
Review process: Business operators should review advertisements before publication. Factors such as prohibited or restricted advertisements, required permissions, and avoiding sensitive user data should be considered in the review such as race, ethnicity, political opinions, religious beliefs Religion or philosophy, sexual behavior, criminal history, health information, disability, trade union information.
審查程序：經營者應在發布廣告前進行審查。審查應考慮禁止或限制的廣告、所需權限以及避免敏感使用者資料等因素，例如種族、民族、政治觀點、宗教信仰、宗教或哲學、性行為、犯罪史、健康資訊、殘疾、工會訊息。
Post-publication Monitoring
發布後監控
Ø Advertisement monitoring: Business operators must monitor published advertisements using automated systems, staff, or contracted personnel. Standard for prioritizing reviews should be established and establish criteria for determining the priority of which types or characteristics of advertisements require personnel or officials to review, in addition to automated systems.
廣告監控：經營者必須使用自動化系統、員工或合約人員監控已發布的廣告。應制定審查優先順序的標準，除了自動化系統之外，還建立標準來確定哪些類型或特徵的廣告需要人員或官員審查的優先級。
Ø Reporting channels: Business operators must establish reporting mechanism for users to flag illegal or inappropriate advertisements or messages. Reports must be promptly addressed, prioritizing cases involving intellectual property owners or multiple credible reports.
檢舉管道：經營者必須建立檢舉機制，供用戶檢舉違法或不當的廣告或資訊。必須及時處理舉報，優先處理涉及智慧財產權所有者或多個可信舉報的案件。
Ø Advertiser account monitoring: Business operators must monitor advertiser accounts. Considering factors such as the number of reports received and compliance with service agreements and community standards should be included.
廣告主帳戶監控：經營者必須監控廣告主帳戶。應考慮諸如收到的報告數量以及遵守服務協議和社區標準等因素。
Please be noted that the notification also states that compliance with this manual does not exempt or shield digital platform operators from legal liabilities under other laws, such as mandatory details to be addressed in advertisement under Thai Consumer Protection Law or other specific laws, or execution of data processing agreements with advertisers who are data processor under Thai Personal Data Protection Law.
請注意，該通知還指出，遵守本手冊並不免除或免除數位平台營運商根據其他法律承擔的法律責任，例如根據泰國消費者保護法或其他具體法律在廣告中必須說明的強制性細節，或執行與根據泰國個人資料保護法作為資料處理者的廣告商簽訂資料處理協議。
The introduction of this manual is a pivotal step forward in regulating the digital advertising landscape. The notification is expected to have significant implications for DPS businesses and the advertising industry in Thailand. Users will benefit from increased transparency and accountability in the advertising sector.
推出本手冊是規範數位廣告格局的關鍵一步。該通知預計將對泰國的DPS業務和廣告業產生重大影響。用戶將受益於廣告業透明度和問責制的提高。
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