California will prohibit streaming services from playing ads louder than the accompanying content effective July 1. This law aligns streaming regulations with existing broadcast advertising standards under the CALM Act.
Starting July 1, streaming platforms in California must adhere to new regulations that prevent ads from being louder than the content watched. This was enacted under bill SB 576, signed by Governor Gavin Newsom in October 2025.
This law seeks to create fairness among various media formats by imposing similar restrictions on streaming services that have long been applied to broadcast, cable, and satellite TV providers. The FCC's Commercial Advertisement Loudness Mitigation Act (CALM) mandates that commercials must maintain the same average volume as the programming they accompany.
As of now, no streaming services have outlined specific compliance strategies for this law. It remains uncertain whether volume adjustments will be restricted to California viewers alone or be applied across the US.
Additionally, a similar bill passed for Illinois will require streaming services to implement these ad volume controls by July 1, 2027. This suggests a potential trend towards stricter advertising regulations across more states.
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California will prohibit streaming services from playing ads louder than the accompanying content effective July 1. This law aligns streaming regulations with existing broadcast advertising standards under the CALM Act.