On July 1, a new law in California will make it illegal for streaming platforms to air advertisements louder than the content being viewed. This legislation, signed by Governor Gavin Newsom in October 2025, is encapsulated in bill SB 576, which aims to standardize ad volume across various media formats.
Legislative Background
The law seeks to create parity between streaming services and traditional broadcast, cable, and satellite TV providers. Under the existing Commercial Advertisement Loudness Mitigation (CALM) Act, these traditional media formats are already required to maintain commercial volumes at the same average level as the accompanying programming, as mandated by the FCC.
Compliance Challenges for Streaming Services
As of now, streaming services have not publicly detailed their strategies for compliance with the new California law, nor is it clear if they will extend volume adjustments to streams outside California. While companies could choose to implement these changes only for California users, it is likely that they will apply them more broadly.
Moreover, streaming services will face a similar requirement in Illinois, where a bill mandates compliance with ad loudness regulations by July 1, 2027.
Industry Opposition and Technical Hurdles
Opposition to the bill has come from significant industry players, including the Motion Picture Association, which represents companies like Netflix, Disney, and Amazon Prime Video. These groups argue that many streaming services are already working to manage ad loudness, particularly those using server-side ad insertion, which can result in inconsistent volume levels due to varying encoding processes.
Additionally, the technical challenges of ensuring consistent ad loudness are compounded by the diverse range of output devices used by consumers, from televisions to mobile devices. A report from TV Tech highlighted that streaming providers will need to integrate both file-based and real-time processing for loudness control into their ad insertion workflows.
Consumer Sentiment and Regulatory Context
The dissatisfaction among viewers regarding loud advertisements is evident, with the FCC receiving over 1,700 complaints in 2024 alone. This reflects a growing concern about ad volume across all media platforms, indicating that regulatory measures may continue to evolve in response to consumer feedback.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
