泰国SEC数字资产广告新规 | 合规发布与内容审核要求
作者：东南亚合规中心编辑团队
TL;DR · 核心要点
泰国证券交易委员会（SEC）于2023年提出《数字资产广告通知草案》，旨在规范数字资产发行方、交易所及营销机构的广告行为，防范误导性宣传与市场操纵。关键合规要点包括：所有面向公众的数字资产广告须事先提交SEC备案；禁止使用‘保本’‘无风险’等误导性表述；必须显著披露风险提示及监管状态；第三方KOL推广需明确标注合作关系并确保内容经持牌机构审核。该规定适用于在泰运营或向泰国投资者推广数字资产的所有实体，含境外平台。企业须立即启动广告内容合规审查，更新内部审核流程，并于正式生效后30日内完成历史广告整改。未合规者将面临警告、罚款或牌照暂停。
✅ 合规行动清单 · Compliance Checklist
- ›立即停止使用‘保本’‘稳赚’等误导性广告用语，并全面替换为SEC批准的风险提示模板
- ›自2024年1月1日起，所有面向泰国公众的数字资产广告须提前5个工作日向SEC-Thailand提交备案
- ›聘请泰国持牌合规顾问审核全部KOL合作脚本及社媒内容，并签署书面背书协议
- ›Replace all misleading claims (e.g., 'guaranteed returns') with SEC-approved risk disclosures by 2024-01-01
- ›Submit all digital asset advertisements targeting Thai investors to SEC-Thailand at least 5 business days prior to publication
- ›Engage a locally licensed Thai compliance agent to review and approve all influencer content before release
English Summary
Thailand’s Securities and Exchange Commission (SEC) proposed the 'Notification on Digital Asset Advertising' in 2023 to regulate promotional activities for digital tokens, exchanges, and related services. Key requirements include mandatory pre-submission of all public-facing digital asset advertisements to the SEC; strict prohibition of misleading claims (e.g., 'guaranteed returns', 'risk-free'); prominent display of risk disclaimers and regulatory status; and disclosure obligations for influencer/KOL promotions, including written agreements and prior review by licensed entities. The rules apply to all domestic and foreign firms targeting Thai investors. While the draft was published in Q3 2023, the final notification took effect on 1 January 2024. Foreign businesses must appoint a local SEC-registered representative for ad submissions and maintain audit-ready records for 5 years. Non-compliance may trigger fines up to THB 5 million, suspension of digital asset business licenses, or criminal referral.
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