A new wave of regulatory oversight is tightening the reins over digital platforms and the online products they feature, with the aim of safeguarding consumers, strengthening market integrity, and preserving trust in digital commerce. Authorities are moving decisively to ensure platforms that operate at scale comply with rigorous standards and risk-management requirements. The latest development centers on a formal list of high-impact digital platforms and a legally mandated framework that these platforms must follow to protect economic stability and public safety in the digital space. The steps reflect a broader government strategy to align online commerce with official quality standards, while simultaneously curbing fraudulent activity and unauthorised health products sold through online channels. As the digital economy grows, such oversight becomes a focal point for policymakers who seek to balance innovation with consumer protection.
Regulatory move and the scope of Section 20
The government’s latest move centers on Section 20 of the Digital Platform Services (DPS) royal decree, a provision that imposes concrete obligations on platforms identified as high-impact due to their market reach, user volume, and potential to affect economic stability and public trust. In a formal announcement published by the Royal Gazette on July 9, the Electronic Transactions Development Agency (ETDA) released an official name list consisting of nineteen digital platforms that must comply with these enhanced requirements. The directive went into effect on July 10, marking the start of a mandatory compliance period for the platforms named in the list. The core obligation imposed by Section 20 is the conduct of a business risk assessment and the implementation of risk management practices that address a range of potential threats inherent to operating at scale in the online environment. These platforms are considered to be involved in selling or advertising products that are subject to official standards, and they fall under a special set of compliance rules because their activities carry significant potential risks to economic stability, financial security, and the public’s trust in digital systems.
The emphasis on risk assessment and risk management reflects a broader regulatory philosophy: identify high-impact platforms, evaluate the unique risks they pose, and enforce structured measures to mitigate those risks before harm occurs. In practice, this means platforms must introspect on their business models, assess where vulnerabilities might arise—such as exposure to counterfeit goods, misleading advertising, fraud, or data-related risks—and implement formal controls to address those vulnerabilities. The designation of an annual review cycle for the list further signals a dynamic approach to regulation, allowing for adjustments as market landscapes evolve, new players enter the high-impact tier, or existing platforms modify their business models in ways that affect risk profiles. The overarching objective is to ensure that digital platforms operating at scale are not only compliant at a point in time but are continuously monitoring and adapting to evolving risks and consumer protection needs.
This regulatory framework underscores several intertwined themes. First, it formalizes the expectation that platforms with substantial reach bear heightened accountability for the quality and safety of products and services advertised or sold within their ecosystems. Second, it places a premium on transparency and proactive risk management, placing the onus on platforms to document their risk assessment processes and demonstrate that they have appropriate governance structures in place. Third, the framework recognizes the public interest dimension of digital platforms: their activities influence consumer choices, financial security, and the reliability of digital infrastructure. Finally, the annual review element creates a feedback loop that allows regulators to recalibrate obligations in response to market dynamics, regulatory developments, or empirical evidence about system-wide risks. Taken together, Section 20 and the associated list represent a deliberate, policy-driven attempt to harmonize rapid digital development with robust safeguards that protect consumers and promote sustainable, trustworthy online commerce.
As part of the implementation, the ETDA’s announcement clarifies that the list of nineteen platforms is not static. The intention is for the list to be reviewed and updated on an annual basis, reflecting a recognition that platforms’ risk profiles can change over time due to shifts in market share, product categories, or business practices. This annual review mechanism ensures that regulators can respond to new developments—such as the emergence of new platforms with high reach or changes in how existing platforms operate—by adjusting the scope of coverage and the corresponding compliance requirements. The annual cadence also provides a predictable process for platforms to plan, allocate resources, and align internal risk management programs with regulatory expectations.
In summary, the regulatory move anchored in Section 20 of the DPS royal decree introduces a structured, ongoing obligation for nineteen high-impact platforms to carry out business risk assessments and implement risk management strategies. The policy design emphasizes forward-looking governance, continuous oversight, and alignment with official product standards. By making the list subject to annual review, authorities signal a willingness to adapt to the fast-changing digital landscape while maintaining a consistent standard for consumer protection and market integrity. The net effect is a more transparent, accountable ecosystem in which large online platforms operate under clearly defined expectations that prioritize safety, reliability, and trust in digital commerce.
The nineteen high-impact platforms and their category profiles
The list published by the ETDA identifies a mix of platforms that span e-commerce marketplaces, social commerce channels, automotive listings, and cross-border shopping portals. By design, these platforms are active in selling or advertising products that must meet official standards, and their scale and reach imply that any misalignment with standards or weak risk controls could have broad implications for consumers and the economy. The nineteen platforms are as follows: Shopee, Lazada, One2car.com, Grab, Kaidee.com, SIA E-Auction System, LINE Shopping, Alibaba, NocNoc, AliExpress, Thisshop, Rakmao, Taobao, SCGHome, ONESIAM Application, ReadyPlastic Auction, ROOTS Platform, Temu, and eBay.
To better understand the implications of this list, it is helpful to categorize the platforms into recognizable groups and examine why those groups may be singled out for enhanced oversight. The first group comprises major online marketplaces and shopping channels that facilitate a high volume of consumer purchases across diverse product categories. These platforms include Shopee, Lazada, Taobao, Taobao’s counterpart in the region, AliExpress, Alibaba, Temu, and eBay. The prominence and geographic reach of these platforms mean that they have a unique responsibility to ensure that products advertised or sold through their interfaces comply with official standards, that information presented to consumers is accurate and transparent, and that mechanisms exist to address complaints, product recalls, or safety concerns promptly.
A second group consists of platforms that specialize in car commerce and related services. One2car.com stands out in this category, offering automotive listings and services that require rigorous authenticity checks, accurate vehicle information, and adherence to consumer protection norms in an area riddled with potential misrepresentations. The inclusion of this platform in the high-impact list signals the government’s attention to the automotive market’s susceptibility to fraud, misrepresentation, or the sale of substandard or unsafe vehicles via online channels. The risk profile for automotive platforms includes not only consumer protection concerns but also broader implications for financial security, as vehicle purchases often involve sizable sums and financing arrangements, and for road safety, given the potential consequences of misrepresented vehicle safety features or odometer fraud.
A third group includes platforms connected to auction-based activities and consumer-to-consumer exchanges. The SIA E-Auction System, ReadyPlastic Auction, and NocNoc fall into this category, with dynamics that often involve bidding processes, secondhand or recycled goods, and niche product categories. The risk landscape for auction platforms centers on the integrity of listings, verification of product origins, accuracy of specifications, and the monitoring of fraudulent listings that could mislead consumers or distort market prices. For platforms involved in consumer-to-consumer transactions or auctions, the regulatory emphasis may extend to enhanced disclosure requirements, better fraud detection, and stronger post-sale protections for buyers.
A fourth group is composed of platforms that cross into social shopping and integrated shopping experiences. LINE Shopping sits within this category, combining messaging with shopping features to create interactive consumer journeys. Social shopping platforms can influence buying behavior through user-generated content, recommendations, and influencer-driven campaigns, highlighting the importance of truth-in-advertising standards and robust verification processes for promoted products. The integration of social dynamics into commerce introduces particular vulnerabilities, such as the potential for deceptive endorsements or unregulated promotional content, which regulators aim to curb through risk-based oversight and clear compliance expectations.
A fifth group includes platforms that extend into broader regional e-commerce ecosystems and cross-border trade. Platforms like Taobao, Alibaba, and AliExpress have extensive cross-border reach, with complex supply chains, varying regulatory environments, and diverse product categories. The high-impact designation for cross-border platforms underscores the need for harmonized standards, transparent information about product origin and compliance, and effective consumer redress mechanisms that can be scaled to international transactions. The cross-border dimension also raises considerations related to customs, import restrictions, and safety labeling, making robust risk assessments essential for ensuring that imported products meet local standards and consumer expectations.
A sixth group consists of specialized platforms and niche marketplaces that still command significant traffic and transaction volumes. SCGHome, a platform focused on home-related products and services, and similar specialized portals might carry distinct risk profiles tied to product authenticity, warranty coverage, and after-sales support. The inclusion of such platforms within the high-impact list indicates that regulators are attuned to market segments where consumer protection remains critical and where the potential consequences of non-compliance could be particularly acute for specific product categories.
Finally, a seventh group includes platforms with diverse product portfolios that blend consumer goods, electronics, home goods, fashion, and more. The presence of platforms such as Thisshop, Rakmao, and Roots Platform broadens the regulatory perimeter to ensure that a wide range of product types are covered by risk controls and compliance expectations. The combined effect of including these varied platforms in a single high-impact list is a comprehensive approach that acknowledges the interconnections across platforms and product categories in the modern digital marketplace.
In presenting the nineteen platforms in a single, consolidated list, the government signals a clear intent: high-impact platforms must align with official standards and implement rigorous risk management practices, regardless of the specific category they operate in. The categories above illustrate how diverse the digital commerce landscape has become, and why a broad, inclusive regulatory approach is necessary to maintain consumer confidence, promote fair competition, and protect the integrity of the online marketplace. The annual review clause ensures the policy remains responsive to market dynamics, platform innovations, and evolving consumer protection needs, while the core requirement—a formal risk assessment and risk management plan—provides a practical, implementable pathway for platforms to demonstrate their commitment to safe, trustworthy digital commerce.
Enforcement, anti-fraud campaigns, and the push for safer online ads
Beyond establishing risk-management obligations for high-impact platforms, the ETDA and its partners are actively pursuing efforts to curb fraudulent and illegal online advertisements. The government’s ongoing campaign targets misleading, deceptive, and harmful online ads that can misinform consumers, distort market competition, and facilitate scams. The scale of the challenge is illustrated by the estimated damages resulting from fraudulent ads, which surpassed 19 billion baht in a single year. This figure underscores the financial impact of deceptive advertising on consumers, businesses, and public confidence in the digital ecosystem. The magnitude of such losses motivates regulators to accelerate enforcement measures, implement more robust verification processes, and pursue stronger cross-agency collaboration to identify and remove fraudulent content from online platforms. The ongoing campaign reflects a recognition that consumer protection cannot be achieved through product standards alone; it must be complemented by vigilant monitoring of advertising practices, transparent disclosures, and rapid remediation when misrepresentations are detected.
To operationalize these efforts, regulators emphasize the importance of cross-agency coordination and data sharing among the ETDA and its partners. The anti-fraud initiative encompasses monitoring, investigation, and enforcement actions designed to deter fraudulent actors and reduce the incidence of deceptive online advertising. The cross-cutting nature of this work requires a combination of technical capabilities, policy alignment, and cooperative enforcement with stakeholders across the digital ecosystem. In practical terms, this can translate into enhanced reporting mechanisms for consumers, more proactive advertising health checks on platforms, and stricter penalties for entities found to be deliberately disseminating misleading or harmful promotional content. The overarching objective is to create a safer advertising environment that aligns with consumer protection standards and supports the integrity of e-commerce platforms.
The focus on online advertising fraud also dovetails with broader consumer protection goals. When ads misrepresent health claims, safety attributes, or regulatory compliance of products, consumers may make ill-informed decisions that jeopardize their health and financial well-being. The government’s anti-fraud campaign addresses this risk by targeting the channels and methods used to propagate false or misleading information. By reducing the visibility and reach of fraudulent ads, regulators aim to diminish the number of deceptive purchases and build a more trustworthy digital marketplace. The campaign’s emphasis on prevention, detection, and enforcement reflects a holistic approach to consumer protection in the digital era, combining regulatory authorities’ oversight with platform-level responsibility and consumer empowerment.
In addition to direct enforcement action, the anti-fraud drive is expected to spur platform-level improvements in transparency and accountability. Digital platforms are encouraged to implement stronger verification processes for advertisers, to monitor ad content more closely for compliance with advertising standards, and to provide clearer disclosures about product origins, safety certifications, and regulatory status. These platform enhancements contribute to reducing information asymmetry for consumers, enabling more informed choices and reducing the likelihood of deceptive or unsafe purchases. The result is a healthier market where legitimate sellers and brands can compete more effectively, while consumers benefit from improved access to accurate product information and safer online shopping environments. The anti-fraud campaign thus represents a critical component of the government’s broader strategy to harmonize digital commerce with consumer protection imperatives.
Health-product safety, AI-driven detection, and cross-sector partnership
A notable strand of the government’s multi-pronged approach involves health-product safety, with concrete collaboration among the Food and Drug Administration (FDA), major e-commerce platforms, and research institutions. The FDA, Lazada, Shopee, and LINE Shopping are collaborating to utilize an application programming interface (API) system designed to prevent the sale of unauthorised health products. This API-driven mechanism enables real-time or near-real-time checks against regulatory-approved offerings, ensuring that health products listed and promoted on these platforms have the requisite approvals and labeling. The use of APIs signals a move toward more automated, scalable compliance checks that can handle large volumes of listings while maintaining accuracy and speed in enforcing regulatory requirements. The API integration is intended to streamline the enforcement process, reduce the delay between listing and verification, and enable more proactive consumer protection.
To augment the effectiveness of this API-based system, the FDA has partnered with leading research institutions to develop an advanced artificial intelligence (AI) capability that can detect advertisements for smuggled or unlabelled health products with high efficiency. Surachoke Tangwiwat, the FDA’s secretary-general, highlighted the collaboration with Mahidol University’s Institute for Population and Social Research and King Mongkut’s University of Technology, Thonburi’s Institute of Field Robotics. The AI system is designed to enhance the identification of potentially non-compliant health-product advertisements, particularly those that may be smuggled or inadequately labeled. The project has received support from the World Health Organization’s Thailand office, underscoring the international dimension and legitimacy of the initiative. The AI-powered approach represents a proactive, technologically enabled method to detect and deter improper health-product advertising, complementing traditional regulatory inspections and platform monitoring.
The public health-focused collaboration reflects a broader policy objective: to ensure that health products purchased through e-commerce channels meet safety and quality standards. By combining API-based verification with AI-driven ad detection, the program aims to create multiple layers of defense against non-compliant products, reducing both the public health risks and the potential for market distortions caused by unsafe or unregulated goods. The integration of AI with cross-institutional partnerships demonstrates a forward-looking strategy that leverages data-driven insights to enhance consumer safety in the digital marketplace. Furthermore, the involvement of reputable academic institutions and international health authorities signals a commitment to rigorous methodological standards and continuous improvement in health-product surveillance online.
From a policy perspective, these initiatives represent a crucial step forward in strengthening consumer protection in the digital era. The convergence of regulatory oversight, technology-enabled enforcement, and cross-sector collaboration illustrates how modern governance can address complex, multi-stakeholder challenges in e-commerce. The FDA’s leadership in this domain, supported by platform partners and allied research institutions, reinforces the importance of ensuring that health products sold online are subject to robust verification and labeling standards. The collaborative framework demonstrates how public institutions, private platforms, and international organizations can work together to safeguard public health while preserving the benefits of digital commerce for consumers and businesses alike.
These efforts emphasize the integration of technology, policy, and cross-sector collaboration as a cornerstone of public trust in digital health products. By leveraging AI to detect non-compliant advertising, APIs to verify regulatory approvals, and academic partnerships to refine detection capabilities, the government seeks to create a dynamic, effective system that can adapt to evolving market practices and technological advancements. The ultimate aim is to ensure that health products purchased via e-commerce platforms are safe, accurately labeled, and compliant with official standards, with swift corrective action taken when deviations are detected. In this sense, the health-product safety initiative embodies the broader aspiration to protect consumer health while enabling responsible growth in the digital economy.
Policy integration, cross-sector collaboration, and consumer trust in the digital era
The government’s multi-pronged approach to digital platform oversight highlights a broader commitment to integrating policy, technology, and cross-sector collaboration as core pillars of consumer protection in the digital era. By aligning regulatory standards with platform governance, public health objectives, and industry practices, authorities aim to create a cohesive framework that enhances transparency, accountability, and trust across the online marketplace. The ETDA’s role in coordinating the high-impact platform list, risk-management requirements, and annual list reviews demonstrates a centralized approach to oversight that can help ensure consistency and predictability for platforms operating within the country’s digital economy.
Cross-sector collaboration emerges as a defining feature of this strategy. The FDA’s partnerships with e-commerce platforms, universities, and international health organizations illustrate how regulatory objectives can be advanced through cooperation among government agencies, private sector players, and research institutions. The collaboration with Mahidol University and King Mongkut’s University of Technology, Thonburi, for AI-driven health-product detection reflects a recognition that advances in data science and artificial intelligence can be harnessed to bolster consumer protection in practical, scalable ways. The involvement of the World Health Organization’s Thailand office further emphasizes the global nature of consumer health standards and the importance of aligning domestic safeguards with international best practices.
From a consumer perspective, these measures are designed to increase confidence in the safety and quality of products purchased online. When high-impact platforms implement formal risk assessments and risk-management frameworks, consumers benefit from improved product information, better verification processes, and more reliable complaint-resolution channels. The annual review mechanism for the list of platforms ensures that the regulatory regime remains current with market changes, enabling enforcement actions to adapt to new business models and emerging platforms. The integration of API-based health-product verification and AI-assisted ad detection also demonstrates a commitment to proactive protection, reducing exposure to unsafe products and misleading advertising. In sum, the policy design aims to balance innovation with safety by creating a well-coordinated ecosystem in which platforms, regulators, health authorities, and researchers collaborate to uphold high standards of consumer protection in digital commerce.
The broader implications of this approach extend to market integrity and consumer trust. When platforms are required to conduct thorough risk assessments and implement robust risk-management measures, stakeholders across the ecosystem can rely on more predictable compliance outcomes, enhanced governance practices, and stronger accountability mechanisms. For businesses, this translates into clearer expectations, standardized risk-management processes, and a level playing field where platforms that invest in safety and compliance are recognized and rewarded for their efforts. For regulators, the framework provides a structured, scalable means to monitor performance, enforce standards, and adjust to evolving risks as digital marketplaces continue to grow in size and complexity. The end result is a more resilient digital economy that supports sustainable consumer confidence, fewer instances of fraudulent activity, and greater trust in online health products and other regulated goods.
Practical implications for platforms, consumers, and markets
The collective actions described—ranging from the high-impact platform risk-management framework to the anti-fraud campaigns and health-product safety initiatives—have several practical implications for platforms, consumers, and broader markets. For platforms, compliance with Section 20 means implementing formal risk assessments, documenting risk-management processes, and potentially allocating resources to build or enhance governance structures, monitoring capabilities, and reporting mechanisms. The annual review aspect adds a predictable cadence for updates to compliance requirements, enabling platforms to plan investments in compliance, governance, and risk controls. While these obligations may entail additional operational costs, they also create a more stable regulatory environment that can reduce the likelihood of sudden enforcement actions or reputational risks arising from unsafe products or misleading advertising. In the long run, platforms that demonstrate robust risk management are likely to gain greater consumer trust and brand legitimacy, which can translate into competitive advantages in a crowded digital marketplace.
For consumers, the regulations aim to improve the safety, reliability, and transparency of online shopping, particularly for products subject to official standards. The emphasis on combating fraudulent online ads and on ensuring health products sold online meet regulatory requirements is directly relevant to consumer health and financial well-being. The AI-driven health-product detection initiative and API-based verifications are designed to create defensive barriers that reduce exposure to unsafe or misrepresented products. As a result, consumers can expect more accurate product information, clearer labeling, and swifter redress if problems arise. The collaborative framework also reinforces channel trust: when credible institutions and platforms work in concert, shoppers can make better-informed decisions and feel more confident relying on online marketplaces for everyday purchases and health-related products.
From a market perspective, the measures are likely to influence competitive dynamics in the online commerce space. Platforms that proactively invest in risk management, compliance, and transparency may be favored by consumers and reinforced by regulators, while those that fail to meet standards risk enforcement actions and reputational damage. The emphasis on cross-border platforms and cross-sector collaboration also signals a move toward harmonized, globally informed standards that can support legitimate cross-border trade while safeguarding consumer interests. Businesses operating on these platforms may need to adapt to more stringent verification requirements, product disclosure standards, and advertising controls. In the broader sense, the policy architecture aims to create a healthier, more predictable market environment that supports innovation, growth, and consumer protection in equal measure.
In practice, the implementation of these measures will require ongoing collaboration among regulators, platforms, health authorities, researchers, and the public. The ETDA’s leadership in coordinating the high-impact platform list, the FDA’s health-product integrity initiatives, and the AI-driven detection partnerships collectively embody a comprehensive strategy that leverages governance, technology, and interdisciplinary expertise. As the digital economy evolves, this integrated approach provides a framework for addressing emerging risks, enabling regulators to respond quickly to new business models, and empowering platforms to demonstrate their commitment to consumer protection through transparent, measurable contributions to safety and standards compliance. The ultimate objective remains clear: to foster a robust, trustworthy digital ecosystem where consumers can shop confidently, brands can compete fairly, and public health remains safeguarded in the fast-moving world of online commerce.
Conclusion
The government’s decision to designate nineteen high-impact digital platforms for enhanced compliance under Section 20 of the DPS royal decree marks a significant milestone in the ongoing quest to align digital commerce with official standards and robust risk management. By requiring these platforms to conduct comprehensive business risk assessments and implement structured risk-management practices, authorities are fostering greater governance and accountability across platforms that reach large audiences and influence consumer choices. The annual review provision signals a dynamic, responsive regulatory posture designed to adapt to evolving digital landscapes while maintaining a stable framework for compliance. The list’s breadth—encompassing major marketplaces, automotive portals, social shopping channels, cross-border platforms, and specialized marketplaces—reflects a broad, inclusive approach to safeguarding consumer protection, market integrity, and economic resilience in the digital space.
In parallel, campaigns against fraudulent online ads and the concerted effort to safeguard health products sold online demonstrate a holistic commitment to protecting consumers. The significant damages attributed to fraudulent ads underscore the need for rigorous enforcement and ongoing improvements in advertising transparency and accountability. The FDA’s collaboration with Lazada, Shopee, LINE Shopping, and academic and international partners to deploy AI-driven detection and API-based verification further illustrates how technology-enabled governance can fortify consumer protection in practical, scalable ways. These efforts, supported by cross-sector collaboration and alignment with global health standards, aim to ensure that health products purchased through e-commerce platforms are safe, properly labeled, and compliant with official standards.
Taken together, these initiatives reflect a forward-looking, integrated approach to digital governance that seeks to balance the benefits of online shopping with the protections consumers need. By combining regulatory oversight with advanced technology, cross-sector collaboration, and continual adaptation through annual reviews, the government aims to cultivate a trustworthy digital ecosystem where platforms operate with accountability, consumers enjoy safer and more transparent online experiences, and public health remains safeguarded in the rapidly expanding digital marketplace.
