# Thailand’s Trade Competition Commission (TCCT) Introduces New E-Commerce Regulations to Prevent Unfair Practices

- Link: https://www.thailand-business-news.com/national/297394-thailands-trade-competition-commission-tcct-introduces-new-e-commerce-regulations-to-prevent-unfair-practices
- Published: 2026-03-29T17:45:36+07:00
- Author: PRD Thailand

**The Trade Competition Commission of Thailand has introduced new guidelines for
e-commerce, regulating pricing and conduct to prevent unfair practices and promote
fair competition among platform participants. Enforcement will vary by case.**

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## Key Points

 * The Trade Competition Commission of Thailand (TCCT) has introduced new guidelines
   to regulate business conduct on e-commerce platforms, effective March 25. The
   aim is to address unfair practices and competition issues in the digital marketplace.
 * The guidelines apply to multi-sided platforms, detailing relationships among 
   operators, sellers, logistics providers, advertisers, and payment services. They
   prohibit parallel pricing, unjustified price differences, and excessive charges
   that may disadvantage sellers.
 * Non-price conduct issues, such as algorithms limiting product visibility and 
   preferential treatment of certain sellers, are also addressed. Violations may
   result in penalties, with case-by-case enforcement considering market conditions
   and contractual arrangements.

The Trade Competition Commission of Thailand (TCCT) has issued new guidelines to
regulate business conduct on e-commerce platforms, setting clearer rules to address
unfair practices and competition concerns in the digital marketplace. The guidelines
took effect on March 25, following their publication in the Government Gazette.

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The new framework applies to multi-sided platform businesses, covering relationships
between platform operators and related partners such as sellers, logistics providers,
advertisers, and payment services. The document outlines how authorities will assess
conduct that may restrict or distort competition under the Trade Competition Act.

The guidelines set out rules on pricing behavior, including restrictions on parallel
pricing, unjustified price differences, and excessive charges imposed on business
partners. These measures help prevent practices that could disadvantage sellers 
or limit fair competition within the platform ecosystem.

They also address non-price conduct, including the use of algorithms to limit product
visibility, preferential treatment of certain sellers or in-house services, and 
requirements that restrict partners to specific service providers. Such practices
may be subject to penalties if found to harm market competition without reasonable
grounds.

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Authorities said enforcement will be carried out on a case-by-case basis, taking
into account market conditions and contractual arrangements. Violations may result
in criminal penalties or administrative fines, while efforts will continue to promote
awareness among operators to ensure compliance with competition law.

**Source** : [TCCT Issues New E-Commerce Rules to Curb Unfair Competition](https://thailand.prd.go.th/en/content/category/detail/id/52/iid/489176)