New Law Forces Quieter Streaming Ads
News Desk
30 June 2026, 13:34
Disruption caused by suddenly loud advertisements on streaming platforms may soon become less common. A new law in California, set to take effect on July 1, will prohibit ads that are louder than the video content they accompany. The change is expected to provide viewers with a more comfortable and consistent watching experience.
Under the new regulation, streaming services will be required to control advertisement volume so that it does not exceed the audio level of the main program. A similar standard already exists for broadcast and cable television.
Streaming companies have not yet clearly outlined how they will comply with the rule. However, the measure may not remain limited to California. It could be adopted more widely, particularly as a similar law is also being considered in Illinois.
During the drafting of the legislation, State Senator Thomas Umberg, who sponsored the bill, said the idea was inspired by parents’ experiences - especially situations where loud commercials would disrupt the quiet after putting children to sleep.
The law has faced opposition from some industry groups, including the Motion Picture Association of America and the Streaming Innovation Alliance. They argue that maintaining consistent audio levels across different devices is technically complex, and that streaming platforms are already taking steps to address the issue.
