Starting July 1, streaming services operating in California must ensure that their advertisements do not play louder than the accompanying video content. This new regulation extends existing volume restrictions, previously applied to broadcast and cable television commercials, to the realm of digital streaming platforms.
The legislation, passed in 2025, was championed by State Senator Thomas Umberg. He highlighted the common frustration of parents who, after putting their children to sleep, are startled by blaring ads disrupting the peace. The law aims to address such disturbances by mandating consistent audio levels between programming and advertisements.
While the law is specific to California, its implications may reach beyond state borders. Streaming services have yet to disclose their compliance strategies, but given the technical challenges of implementing state-specific audio controls, it’s plausible that these changes will be applied nationwide. This is especially likely with similar legislation set to take effect in Illinois next year.
Industry organizations, including the Motion Picture Association of America and the Streaming Innovation Alliance, opposed the bill. They argued that streaming platforms were already taking steps to manage ad volumes and emphasized the complexities involved in standardizing audio levels across various devices, such as televisions, tablets, and smartphones.
As the digital entertainment landscape continues to evolve, this law underscores the growing need for regulations that adapt to new media consumption habits. Ensuring a consistent and comfortable viewing experience is becoming a priority, reflecting broader consumer expectations for quality and convenience in streaming services.
