The army chief on Monday issued an order prohibiting all troops, units and organisations under his command from buying products sold through Lazada's online platform in protest at a recent promotional video claimed to contain a slight on the Thai royal family.
Col Sirichan Nga-thong, an army deputy spokeswoman, said the army chief also banned Lazada vehicles from entering army areas with immediate effect.
"It is an expression of our remit to protect the [royal] institution and impose measures against an organisation that engaged in improper conduct and caused disunity in Thai society," she said.
The content of the Lazada promotion had offended the institution and seriously hurt the feelings of Thai people, claimed Col Sirichan.
The order is a response to an online advertisement by transgender influencer Aniwat Prathumthin, better known by her social media alias of Nara Crepe Katoey, in which she and another woman appeared to also mock the disabled.
The ad, part of Lazada's 5.5 shopping festival campaign and produced by media agency Intersect Design Factory, had intended to use a popular online influencer to target the social media audience.
Nara was contacted by Intersect to perform in the ad, which was shown on her TikTok account.
The video features Nara and a wheelchair-bound woman, identified as Thidarat Chaokuwiang, having fun and joking with each other. It drew criticism from many netizens, some of whom believed the outfit worn by the disabled person was an oblique reference to the royal family.