What's Happening?
California Governor Gavin Newsom has signed Senate Bill 76, a new law that prohibits streaming services from playing advertisements at a louder volume than the content they accompany. This legislation, set to take effect on July 1, 2026, targets platforms such as YouTube, Hulu, and Netflix's ad-supported tier. The law does not affect broadcasters, as they are already subject to the CALM Act, a federal law enacted in 2012 to regulate ad volume on television. The bill was authored by California State Senator Tom Umberg, inspired by complaints from his legislative director about loud ads disturbing his newborn's sleep. Major streaming services, many of which are based in California, are expected to comply with the new regulations.
Why It's Important?
The new law addresses a common consumer complaint about excessively loud advertisements on streaming platforms, which have become increasingly popular. By regulating ad volume, California aims to enhance the viewing experience for its residents, potentially setting a precedent for other states to follow. The legislation could influence national standards, given California's significant role in the entertainment industry. Streaming services may need to invest in technology to ensure compliance, impacting their operational costs. The law also reflects growing consumer demand for quieter and less intrusive advertising, which could lead to broader changes in how ads are delivered across digital platforms.
What's Next?
Streaming services are expected to adjust their ad delivery systems to comply with the new law by the 2026 deadline. The California Attorney General's Office will be responsible for enforcing the regulations, reducing the risk of lawsuits from individuals. Industry resistance has subsided following amendments that limit enforcement to state authorities. As streaming platforms adapt to these changes, they may explore new advertising strategies that align with consumer preferences for less disruptive ads. The law's impact on national standards remains to be seen, but it could prompt other states to consider similar measures.
