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California just passed a law that could quiet one of streaming’s biggest irritations: commercials that blast louder than the shows you’re watching.
California Gov. Gavin Newsom recently signed SB 576, requiring streaming platforms such as Netflix and Hulu to keep ad volumes at the same level as their programming. Streamers must comply by July 2026.
The bill’s origin story is surprisingly relatable. State Sen. Tom Umberg said his legislative director came up with the idea after loud streaming ads kept waking his infant daughter. “This bill was inspired by baby Samantha and every exhausted parent who’s finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work,” Umberg said.
The Federal Communications Commission already limits ad volume on cable and broadcast TV under a 2010 law, but streaming platforms were never covered. As more viewers move to streaming, the commission has reported a “troubling jump” in noise complaints.
Major entertainment companies initially resisted the proposal. The Motion Picture Association and Streaming Innovators Alliance, representing Disney, Paramount, Amazon, and Netflix, argued that streaming ads come from multiple sources and are difficult to control.
They dropped opposition after lawmakers added protections shielding streamers from private lawsuits, leaving enforcement to the state attorney general. The revised bill passed with broad bipartisan support.
California’s influence means this rule could ripple nationwide. Rather than build separate systems for one state, streamers may standardize ad volume controls everywhere. That means new technical standards for audio mixing, and creative that doesn’t rely on too many crescendos.
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