In a landmark move, California has enacted legislation that prohibits excessively loud ads on streaming platforms. The law, signed by Governor Gavin Newsom, expands the scope of the federal CALM Act (Commercial Advertisement Loudness Mitigation) to cover digital streaming services, which were previously exempt.
What the Law Covers
- Applies to: Netflix, Hulu, YouTube, Peacock, Paramount+, and other ad-supported streaming platforms.
- Scope: Ads must maintain consistent volume with surrounding content. Sudden spikes in loudness are now considered violations.
- Enforcement: The California Attorney General’s office will oversee compliance, with fines for platforms that fail to regulate ad volume.
Why It Matters
- Consumer Complaints: Loud ads have been a persistent annoyance for viewers, especially during binge-watching sessions or late-night viewing.
- Regulatory Gap: The original CALM Act, passed in 2010, applied only to traditional broadcast and cable TV. Streaming platforms were not covered, despite their growing dominance.
- Industry Impact: Streaming services will need to implement automated volume normalization and work with advertisers to meet new standards.
Reactions
- Consumer Advocacy Groups praised the move as a win for digital media fairness.
- Streaming Platforms have not publicly opposed the law, but implementation may require backend changes to ad delivery systems.
- Advertisers may need to re-edit existing campaigns to comply with California’s new standards.
What’s Next
The law takes effect January 1, 2026, giving platforms time to adjust. Other states may follow California’s lead, especially as digital media regulation becomes a growing legislative focus.
