In some sectors, saying the wrong thing isn’t just a PR misstep; it’s a legal one. In Thailand, industries like pharmaceuticals, finance, and alcohol face strict communication rules, making the role of PR even more nuanced and essential.

This edition of Muse explores how to navigate highly regulated sectors without losing creativity, clarity, or compliance.

Rules, Red Tape, and Reputation

PR in regulated sectors isn’t business as usual. Communicators must balance engaging audiences while staying firmly within the lines drawn by regulators.

Some of the key industries in Thailand affected by heavy oversight include:

  • Pharmaceuticals – regulated by the Thai FDA, which prohibits direct-to-consumer product promotion.
  • Finance – monitored by the Securities and Exchange Commission (SEC), which enforces strict guidelines to protect consumers and prevent misinformation.
  • Alcohol – restricted by the Alcoholic Beverage Control Act, which bans any advertising that could “directly or indirectly persuade” people to drink.

Even well-intentioned messaging can land brands in legal hot water or worse, damage public trust.

The Risk of Playing It Too Safe

Understandably, many brands in these industries default to silence or overly cautious messaging. But risk-averse doesn’t have to mean invisible. When done right, regulated-sector PR can still inspire, educate, and mobilise.

In fact, regulated sectors often benefit from bold thinking that stays within the rules, leveraging education, purpose, and partnerships to break through the noise.

Beyond Compliance: Strategy Meets Empathy

Takeda Pharmaceutical’s Thailand branch tackled the pressing issue of dengue fever by launching the ‘ING-MA’ campaign. Central to the campaign was ING-MA, a virtual persona representing a young schoolgirl, symbolising the demographic most affected by dengue.

Leveraging big data and AI, ING-MA was crafted to humanise the experiences of dengue sufferers. 

The campaign achieved remarkable success, reaching over 35 million people and outperforming other health initiatives in digital engagement.

Though Thailand’s alcohol laws are among the world’s strictest, the global alcohol industry offers creative lessons in compliance.

Heineken’s “When You Drive, Never Drink” campaign is a standout example. Unable to promote alcohol directly in many countries, it focused on responsible consumption, partnering with F1 drivers to highlight the dangers of drinking and driving.

By prioritising a public safety message, they earned brand goodwill and global media attention without violating local laws.

Trust is paramount in regulated sectors. It’s not about finding loopholes but about embracing purpose; transparency, education, and community engagement often resonate more than direct sales messages. 

Smart PR in these industries focuses on the space where brands can communicate effectively, building long-term credibility. Working within these constraints isn’t a creative death sentence; it’s an opportunity to craft meaningful campaigns that can move hearts, minds, and markets.

Stay tuned for our next article in this series, where we’ll break down actionable tips for building compliant, compelling campaigns in Thailand’s toughest sectors.