Thailand’s Trade Competition Commission has issued its first regulatory guidelines targeting e-commerce platforms, addressing self-preferencing, rate parity, data leveraging, and platform collusion. This article examines what the Notification means for platform operators, how it compares to the EU’s Digital Markets Act, and why the real challenge lies in the enforcement economics ahead.

This article summarises the findings of a comprehensive peer review of Thailand’s competition policy framework, a high-level project conducted by VA Partners on behalf of the ASEAN Secretariat. The review, part of the ASEAN Competition Action Plan (ACAP) 2016–2025, focuses specifically on the effectiveness of the policy advocacy mandate of the Trade Competition Commission of Thailand (TCCT).