California is taking a stand against disruptive advertising, enacting a new law that mandates commercial advertisements on streaming services must match the volume of the programs they interrupt. This move aligns streaming platforms with the existing federal Commercial Advertisement Loudness Mitigation (CALM) Act, which already regulates ad volume for broadcast and cable television.
The legislation, signed by Governor Gavin Newsom, addresses a common annoyance for viewers: advertisements that are significantly louder than the main content. This often leads to disruptive experiences, especially when trying to relax or when babies are sleeping, as highlighted by the anecdote of Senator Thomas Umberg’s daughter being woken by a loud ad.
While initially met with opposition from major streaming players like Netflix and Hulu, who cited technical implementation challenges, the bill was amended to prevent private lawsuits for violations. The entertainment industry’s main representative bodies remained neutral on the revised bill. The new law is set to take effect starting July 1, 2026, promising a more consistent and enjoyable viewing experience for Californians.
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