California Legislation May Mute Loud Ads on Streaming Platforms Nationwide

Inspired by the disrupted sleep of an infant, a new California legislative proposal could lead to a confrontation with the entertainment industry regarding the volume of advertisements on streaming platforms.

Introduced by State Senator Tom Umberg, this bill aims to regulate companies like Netflix and Prime Video to ensure their commercials do not excessively exceed the sound levels of the shows or movies being watched.

While a federal law prohibits traditional TV broadcasts from airing ads louder than their programs, no such regulation exists for streaming services, as they were not included when the federal CALM Act was enacted in 2010.

Senator Umberg's proposal seeks to address this gap. It showcases California lawmakers' influence in achieving what the federal government currently does not address.

Given California's massive market, businesses rarely develop separate practices or products for the state. Often, California's standards set precedents for the rest of the country.

Protecting Baby's Sleep

Baby Samantha might be California's youngest unofficial advocate. Her disturbance by loud commercials inspired her parents, Zach and Rachel Keller, to push for this legislation.

While winding down with some TV after finally putting Samantha to bed, a suddenly blaring ad shattered their peace and woke her up.

Rachel Keller described how even with the volume low enough to rely on subtitles, the commercials were so deafening they disturbed her sleeping child.

Their challenge is shared by many nationwide, as grievances about the jarring sound of streaming advertisements are common across online forums and review sites.

The Kellers saw the need to extend the reach of the federal CALM Act to streaming platforms. Zach Keller, who works with Senator Umberg, took an active role in the legislative push.

Senator Umberg remarked on the widespread appeal of the bill among legislators, despite its opposition from influential groups like the Motion Picture Association, which suggested potential negative impacts on smaller streaming services.

Umberg countered claims that managing ad volumes on streaming platforms is impractical by highlighting the advanced tracking technologies these companies already use.

While requests for comments from streaming services went unanswered, and the Motion Picture Association declined an interview, the bill remains significant for Samantha's family, who wish for quieter nights for infants nationwide.

Pending approval from Governor Gavin Newsom, this regulation could be enacted by July 1, 2026, affecting how ads are managed across streaming platforms.

In the backdrop, Netflix co-founder Reed Hastings has recently made a significant financial contribution to another of the governor's campaigns. Though Newsom's office refrained from commenting on the bill, its decision remains pivotal.