California Bans Loud Streaming Ads Starting July 2026

being watched.
TAGS: California, Streaming Services, SB 576, Gavin Newsom, Technology Policy
CONTEUDO:

California is set to put an end to jarring, high-volume advertisements on streaming services. Governor Gavin Newsom signed SB 576 into law on Monday, mandating that commercial audio must align with the volume levels of the movies or shows being streamed.

The new regulations, which take effect on July 1, 2026, prohibit streaming platforms from broadcasting advertisements at a higher volume than the accompanying video content. This move effectively extends the standards previously applied only to traditional television broadcasting to the digital streaming era.

Closing the Streaming Volume Gap

For years, federal regulations have governed television audio. The 2010 Commercial Advertisement Loudness Mitigation (CALM) Act originally barred TV commercials from exceeding the volume of the programs they interrupted. However, streaming services had largely remained outside the reach of these specific audio requirements until now.

“We heard Californians loud and clear, and what’s clear is that they don’t want commercials at a volume any louder than the level at which they were previously enjoying a program,” Governor Newsom stated in an official press release. He emphasized that the legislation addresses a technical gap that left streaming viewers without the protections afforded to cable and broadcast audiences.

The Inspiration Behind SB 576

The push for this legislation originated from a personal grievance shared by State Senator Tom Umberg, the bill’s author. His legislative director, Zach Keller, reported that the sudden, aggressive volume of streaming advertisements was frequently waking his newborn daughter, Samantha.

Senator Umberg highlighted the domestic impact of these disruptive ads during the signing process:

• Parental relief: The bill aims to protect households from unexpected noise spikes during quiet viewing hours.
• Regulatory parity: Streaming giants like Netflix, Hulu, and Prime Video must now adhere to the same audio standards as traditional broadcasters.
• National influence: Given California’s central role in the global entertainment industry, the law could force a broader shift in advertising practices across the United States.

“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 added. With the new law, the state aims to restore a consistent audio experience for all viewers.