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On 26 September 2025, a Notification concerning consumer protection in “wellness services” was promulgated in the Royal Gazette. This legal instrument marks a milestone: it imposes clearer obligations and restrictions on wellness-service providers, and strengthens consumers’ rights in an industry long characterized by ambiguity.
Scope and Purpose
Defining “Wellness Services”
Under the Notification, “wellness services” encompasses a wide array of practices aimed at promoting physical, mental, or emotional well-being. These include spa treatments, massages, aromatherapy, beauty and skincare services, as well as holistic or alternative therapies such as energy healing and detox programs. The scope also covers wellness coaching, nutrition counseling, lifestyle programs, and other services are marketed to improve health, appearance, stress levels, or overall vitality. However, services already regulated under other statutes—such as medical treatments under the Medical Act or pharmaceutical services—remain outside the scope of this regulation.
Objectives and Rationale
The Notification seeks to strengthen consumer protections in a sector where outcomes are often subjective, and marketing can blur the line between facts and promises. It aims to promote transparency and fair dealings by requiring providers to make clear disclosures, avoid misleading claims, and use fair contract terms. In addition, it facilitates regulatory oversight and consumer recourse by mandating record-keeping, establishing complaint channels, and imposing penalties for noncompliance. By doing so, the law raises industry standards, deters abusive practices, and restores consumer trust in wellness providers.
Key Provisions: What Providers Must Do—and Must Not Do
Prohibited Acts
The Notification delineates several categories of prohibited behavior. Providers are barred from misrepresentation or exaggeration, including advertising claims that promise unrealistic benefits without evidence, misuse of scientific or medical terminology, and misleading testimonials or endorsements. They may not omit or conceal essential information such as hidden charges, risks, or contractual limitations. Unfair contract practices are also prohibited, including forcing consumers into long-term obligations without consent, bundling services without alternatives, and penalizing cancellations unreasonably. High-pressure sales tactics, such as coercive upselling or rushed deals, are disallowed. Advertising violations include making unsubstantiated competitor comparisons, offering deceptive “free trials,” or using medical claims without evidence. Finally, recordkeeping failures—such as neglecting to retain or prematurely discarding contracts, receipts, or consumer records—are prohibited.
Required Disclosures, Rights, and Duties
In addition to prohibitions, providers must fulfill positive duties. They are required to ensure transparent pricing by prominently displaying all costs, fees, and charges. For services above certain thresholds, written contracts must be provided, clearly stating services, schedules, prices, cancellation and refund terms, and liability clauses. Consumers must be given cooling-off and refund rights under fair and reasonable conditions. For services involving risks or side effects, providers must disclose these risks and obtain informed consent. Consumers also have the right to inspect practitioner credentials, facility licenses, and safety or hygiene protocols. Furthermore, providers must retain contracts, logs, and receipts for a legally prescribed period and make them available upon request.
Advertising and Marketing Controls
Marketing activities are subject to strict regulation. Claims must be substantiated and cannot guarantee results without supporting evidence. Testimonials, endorsements, and before-and-after images must carry appropriate disclaimers such as “results vary.” Any “free” or “bonus” offer must state conditions, eligibility, and limitations. Comparative advertising is permitted only if fair, verifiable, and not disparaging. Finally, providers must avoid misusing scientific or medical language in ways that overstate efficacy.
Penalties, Enforcement, and Complaints
The Notification empowers regulators with a range of enforcement tools. Operators who infringe the rules may face administrative sanctions or fines. Authorities—including consumer protection agencies and relevant ministries—are authorized to inspect businesses, investigate violations, and order corrective measures, including public disclosure of offenders. Consumers themselves may file complaints to these bodies, which are empowered to mediate, enforce, and even publicly name violators to prevent further harm.
- Impacts for Consumers and Wellness Providers
- Benefits for Consumers
For consumers, the new law offers greater clarity and stronger safeguards when purchasing wellness services. It ensures recourse in cases of misleading claims, hidden fees, or coercive tactics. Consumers are empowered to demand disclosures, verify credentials, and cancel unfair contracts, while service providers face heightened accountability and improved industry standards.
Implications for Wellness Providers
For providers, the law requires audits of existing contracts, marketing practices, and operational protocols. Compliance may demand investment in staff training, recordkeeping, and legal review. Smaller businesses may face adjustment challenges, yet compliant providers stand to differentiate themselves, gaining trust and a competitive edge in the marketplace.
Conclusion
The Notification represents a strong step forward for consumer rights in Thailand’s wellness sector. By setting clear boundaries for marketing, contract fairness, disclosure obligations, and enforcement, it tilts the balance toward transparency and integrity.
ILAWASIA stands ready to help bridge the gap between theory and practice. We offer expert guides, complaint support, legal audits, and public outreach to ensure that consumers can exercise their rights with confidence—and that wellness operators adhere to ethical, lawful standards. With ILAWASIA, you’re not just protected by law; you’re empowered to enforce it.
Author
Tanadee Pantumkomon, Partner. He can be reach out at [email protected]