The English common law tort of passing off came into the spotlight in 2015 with the UK Supreme Court case of Starbucks (HK) Ltd v British Sky Broadcasting Group settling the current position regarding the question of the territorial scope of goodwill. This article undertakes a comparative study of the tort with Section 18 of the Thai Civil and Commercial Code which, it argues, has been interpreted by the Thai Supreme Court to offer a materially similar remedy to the English tort in two important conceptual aspects: the requirement for misrepresentation and the so-called “hard line” approach to the territorial scope of goodwill, as affirmed by Starbucks. The analysis carries important implications for comparative lawyers and legislators in both the UK and Thailand, and challenges assumptions based on a simplistic categorization of Thailand as a civil law jurisdiction.