The Crucial Steps for Developing Consumer Protection Law in E-commerce of Thailand

Abstract

E-commerce has gained massive popularity because it facilitates access to goods and services more conveniently, speedily, and diversely. It has significantly transformed the way of living for Thais, mirroring global trends. However, in this borderless online world, various problems arise, especially concerning inadequate and ineffective protection for Thai consumers. As a result, Thailand urgently needs to develop its consumer protection law in the context of e-commerce. This article conducts the comparative study between consumer protection law in e-commerce of Thailand, alongside practical issues, and laws at various levels. These levels consist of the international level, focusing on the United Nations and Organisation for Economic Co-operation and Development; the regional level, including the European Union and Association of Southeast Asian Nations; and national level, with regard to China, South Korea, and Japan. Moreover, it analyzes and proposes recommendations for Thailand to proceed forward, which is enacting the law that provides consumers the right to pre-contractual information and the right of withdrawal. These rights ensure systematic and concrete consumer protection, which would ultimately benefit the development of the Thai digital economy.