California Leads the Charge to Silencing Loud Ads on Streaming Platforms

Overview of the New Legislation

For those tired of commercials that suddenly blast at volumes higher than your current series or movie, there might be good news—at least if you call California home.

People who struggle to catch dialogue but then face ads that are outrageously loud will find comfort in a newly signed bill by Governor Gavin Newsom. The regulation, coming into effect on July 1, 2026, prohibits ads on streaming services from surpassing the volume of the show or movie they accompany. This law affects major providers such as Netflix, Hulu, and Disney+.

Origins of the Law

This recent Californian statute enhances prior measures, particularly trying to expand on the thought behind the Commercial Advertisement Loudness Mitigation (CALM) Act. That initial legislation addressed the same issue but was limited to traditional television and cable networks. Although an effort in 2023 attempted to broaden the CALM Act’s scope to cover online streaming, it stalled in Congress.

Senator Tom Umberg, who introduced the Californian bill, said he was motivated by the everyday struggles faced by his legislative director’s infant daughter, Samantha. The sentiment reflects the experiences of many weary parents who are thrown back into wakefulness by a sudden ad.

Growing Consumer Frustrations

In an earlier report this year, there was a noted increase in grievances related to jarring advertisements, impacting both traditional broadcast and streaming services. While federal authorities were hesitant to impose strict streaming-specific guidelines at the time, they acknowledged the trend and vowed to monitor developments.

With California being a central player in the entertainment industry, it's anticipated that this bold move could ripple outwards, potentially inspiring broader national standards to address these piercing interruptions.