In a landmark move for millions of streamers, California has declared war on one of modern viewing's most universal annoyances: advertisements that blast significantly louder than the content they interrupt.
The state's governor has signed into law the first legislation of its kind in the United States, specifically targeting streaming giants like Netflix, Hulu, and Disney+. The new rules mandate that these platforms must implement technology to normalise ad volume, ensuring commercials are no louder than the programmes they accompany.
What the New Legislation Means for Viewers
The law, which will come into full effect in 2026, addresses a long-standing frustration for consumers who have had to constantly adjust their volume controls. The legislation requires streaming services to:
- Utilise audio normalisation technology to compress the dynamic range of advertisements.
- Ensure ad volume does not exceed the average loudness of the surrounding programming.
- Apply these standards to all ads, including those for promotional content for other shows on the same platform.
A Long-Awaited Fix for a Digital Age Problem
This crackdown mirrors regulations that have governed traditional broadcast television for over a decade. The CALM Act of 2010 successfully reined in loud ads on linear TV, but the digital streaming sphere remained a regulatory wild west.
"This is a significant consumer protection victory," stated the bill's author. "Your relaxation shouldn't be interrupted by an ad that jolts you out of your seat. This finally brings the basic courtesy of consistent volume to the streaming world."
Industry Impact and Implementation
The law presents a new compliance hurdle for an industry already grappling with profitability challenges in the ad-supported tier market. While some platforms may already use limited volume controls, the legislation mandates a consistent, comprehensive approach across the industry.
Streaming services now face a two-year window to develop and integrate the necessary audio technology across their entire advertising infrastructure. Failure to comply could result in penalties, putting pressure on tech departments to find effective solutions that satisfy both the law and advertising partners.
As California often sets technological and regulatory trends that ripple across the United States, this legislation could signal the beginning of the end for blaring streaming ads nationwide, finally bringing peace and quiet to living rooms across the country.
