The Thailand Content Creator Association says Thais rank first in the world for getting news from creators and fifth for buying on creator recommendations, but no official standard covers content or advertising yet. A full guideline is targeted for end-2026, with official use planned for 2027. The association has no legal enforcement power; the guideline is voluntary and may be used by the Ministry of Public Health if it adds rules later. If you pay creators to promote food, supplements, drinks or products, check claims and alcohol-ad limits yourself for now, and put compliance terms in your creator contracts.