Advertisers and media agencies were warned that they could not advertise their brands or products with providers of OTT (Over The Top) content and platforms that were not registered with the National Broadcasting and Telecommunications Commission within July 22 deadline.
The warning to the advertisers was intended to put pressure on the OTT players, especially YouTube and Facebook, to register with the telecom regulator or face a loss of a huge chunk of advertising revenue.
NBTC vice chairman Natee Sakonrat said he was confident that the advertisers who are major OTT sponsors would cooperate with the NBTC to support only the OTT providers that comply with the Thai laws.
He said that the regulator had given ample time for OTT players to register until July 22 after which those who fail to register will be regarded as unlicensed OTT providers.
Natee said that, after July 22 deadline, the NBTC would announce a list of OTT providers which are yet to register with the regulator and if any advertisers still advertise their brands or products in these illegal providers, the NBTC would notify the Securities Exchange Commission and relevant law enforcement agencies so that legal actions could be taken against them.
The NBTC vice chairman insisted that Thailand was not the only country which took this approach to deal with the OTT providers, citing the case of Vietnam.
Advertising revenue of Thai brands and products on Facebook and YouTube accounts for 40 percent of the advertising revenue on the internet worth 9.7 billion baht for 2016. The revenue is expected to grow to 22 billion baht this year.
Source: Thai Public Broadcasting Service (Thai PBS)