On January 28, 2025, the Office of the Personal Data Protection Committee (PDPC) hosted Data Privacy Day 2025, bringing together over 1,000 participants from both the public and private sectors. The event underscored the importance of personal data protection and aimed to raise nationwide awareness while fostering a culture of compliance. During the event, the PDPC reaffirmed its commitment to strengthening Thailand’s data protection framework to align with international standards. The initiative also emphasized the collective goal of achieving zero data breaches.

During the first session of the event, Mr. Prasert Jantararuangtong, deputy prime minister and minister of digital economy and society, delivered a speech highlighting the role of personal data protection in fostering Thailand’s digital economy. He emphasized that strong data protection measures enhance business credibility, build consumer trust, and attract foreign investment. He also addressed the PDPC’s “zero data breach” policy and the ongoing issue of data leaks, which have been exploited by call-center scam operations to deceive the public and cause financial harm.

Additionally, Mr. Prasert announced that the Thai cabinet has approved a draft amendment to the Emergency Decree on Cyber Crime Prevention and Suppression B.E. 2566 (2023), commonly referred to as the “Cyber Crime Decree.” The draft will now proceed to the Council of State for review before its official enactment. Key provisions of the amendment include holding financial institutions, telecom providers, and social media platforms accountable for technology-related crimes; requiring compensation for victims; and enforcing stricter security measures. Cyber offenses, including personal data trading, face harsher penalties of up to THB 5 million in fines or five years of imprisonment. Authorities are also empowered to suspend suspicious SIM cards for committing illegal activities and expedite monetary refunds for victims without court approval.

In the second session, the Office of the PDPC presented its 2024 Privacy Maturity Model and Privacy Index report, summarizing key findings and developments in Thailand’s personal data protection landscape.

Privacy Maturity Model

The Privacy Maturity Model consists of assessment criteria designed to evaluate the readiness of government agencies and private entities in implementing personal data protection measures. The Privacy Maturity Model provides online self-assessment questionnaires for organizations to assess their compliance levels under the PDPA.

The model classifies organizations into five maturity levels based on compliance status and implementation of personal data protection measures:

• Initial (Level 1) – Minimal compliance, with key legal requirements not yet fully implemented.
• Managed (Level 2) – A structured approach to data protection is in place, but gaps remain in meeting full legal requirements.
• Defined (Level 3) – Full compliance with legal requirements has been achieved in a systematic manner.
• Measured (Level 4) – Ongoing performance monitoring and assessment have been implemented to enhance effectiveness.
• Optimizing (Level 5) – Data protection practices are continuously refined and improved based on evaluation metrics.

The Privacy Maturity Model assesses organizations across 10 areas: oversight, policies and procedures, training and awareness, individuals’ rights, transparency, ROPA and lawful basis, contracts and data sharing, risk management, data security, and breach response and monitoring. The assessment aligns with the PDPA, covering both legal requirements and best practices.

Overall, the first-year Privacy Maturity Model assessment recorded an average score of 2.72 out of 5. In 2024, 142 entities participated in the assessment, including 69 government agencies and 31 private sector organizations, spanning various industries. The financial, investment, and insurance industries achieved the highest scores, with 47% of participating organizations scoring above the average. Across all categories, the highest-scoring areas were (1) Policies and Procedures (e.g., implementation of privacy policies), (2) Training and Awareness, and (3) Oversight. Conversely, the lowest-scoring areas were (1) contracts and data sharing (e.g., lack of safeguards for B2B and cross-border data sharing), (2) breach response and monitoring (e.g., absence of data breach handling policies or breach notification procedures), and (3) individuals’ rights (e.g., lack of identity verification before processing data subject requests).

Privacy Index

The key difference between the Privacy Index and the Privacy Maturity Model is that while the Privacy Maturity Model is an internal assessment based solely on self-assessment and internal data, the Privacy Index incorporates external data for a more comprehensive evaluation. The Privacy Index assigns scores on a scale of 0 to 100 and evaluates organizations using two types of data sources:

• Primary data – Information obtained from questionnaires or evidence submitted by the organization.
• Secondary data – Information collected from external sources, including reported data breaches, complaints filed with the PDPC, or publicly available information.

Overall, the average Privacy Index score was 51.03, with private-sector organizations scoring an average of 63.12, while the financial, investment, and insurance industries achieved the highest scores. The results suggest that organizations generally demonstrate a moderate level of personal data protection, complying with legal requirements to some extent. However, organizations should strive for more comprehensive compliance, with greater emphasis on preparing and maintaining ROPAs to identify potential risks and vulnerabilities and on enhancing data security measures based on these findings.

Outlook

The PDPC’s Data Privacy Day 2025 event highlighted the importance of personal data protection and set a clear direction for Thailand’s digital future. The implementation of the Privacy Maturity Model and Privacy Index provides organizations with valuable tools to assess and improve their data protection practices. As Thailand continues to strengthen its data protection framework, the collective efforts of the public and private sectors to put in place strong safeguards and procedures will help the country achieve the goal of zero data breaches.