California Enacts New Law to Curb Loud Streaming Ads

Relief for Viewers Annoyed by Loud Commercials

For Californians fed up with startlingly loud advertisements interrupting their streaming sessions, there's good news on the horizon.

If you've ever strained to make out conversations in your favorite shows only to be jolted by a booming ad, you're not alone. This common annoyance is being addressed in California.

Governor Gavin Newsom recently signed a bill into law that prohibits streaming platforms from airing ads that exceed the volume level of the accompanying content. This legislation is set to take effect on July 1, 2026, and covers popular services such as Netflix, Hulu, and Disney+.

Building on Past Legislation

This new state law follows the principles of the Commercial Advertisement Loudness Mitigation, or CALM Act, which was enacted over ten years ago to address loud ads on broadcast and cable channels. However, an amendment to expand CALM to include streaming platforms was never passed by the Senate.

The bill's author, State Senator Tom Umberg, drew inspiration from a personal anecdote involving his legislative director's young daughter, Samantha, emphasizing its importance for parents whose efforts to keep their babies asleep are often thwarted by blaring ads.

Governor’s Statement and Potential National Impact

In his comments about the legislation, Governor Newsom remarked, "Californians have made it clear that they prefer their ads to match the volume of their shows, not exceed it."

Rising Complaints Trigger Action

Earlier in the year, a significant surge in complaints was noted concerning the loudness of commercials on both traditional and streaming services. Although the issue prompted a response, specific regulations for streaming were initially avoided, with the FCC pledging to keep monitoring the situation.

Given California's pivotal role in the entertainment industry, there's hope this action might inspire broader, possibly nationwide measures to keep noisy ads under control.