Loud ads on streaming services have long been a source of frustration for viewers, but a new law in California is set to change that. As of 1 July, it will be illegal for streaming platforms to play ads louder than the content being watched in the state. This move brings some parity between streaming services and broadcast, cable, and satellite TV providers, which are already subject to regulations on ad volume.
The law, which was signed by California Governor Gavin Newsom in October 2025, is a significant step forward in protecting consumers from loud and intrusive ads. It is expected to have a major impact on the streaming industry, with many services already taking steps to comply with the new regulations.
Loud Ads and the CALM Act
The Commercial Advertisement Loudness Mitigation (CALM) Act, which was passed in 2010, requires broadcast, cable, and satellite TV providers to play commercials at the same average volume as the programs they accompany. However, streaming services have not been subject to the same regulations, leading to a proliferation of loud and annoying ads.
The new law in California aims to address this issue by holding streaming services to the same standards as traditional TV providers. It is a significant step forward in protecting consumers and ensuring that they have a better viewing experience.
Impact on Streaming Services
The new law is expected to have a major impact on streaming services, with many already taking steps to comply with the regulations. Some services have begun to reduce the volume of their ads, while others are exploring new technologies to help them comply with the law.
- Reducing ad volume to comply with regulations
- Exploring new technologies to help comply with the law
- Improving the overall viewing experience for consumers
While the law only applies to streaming services operating in California, it is likely to have a wider impact on the industry as a whole. Many streaming services operate nationally, and it is likely that they will choose to comply with the regulations across all of their operations, rather than just in California.
Questions to Watch
As the new law comes into effect, there are several questions that will be worth watching. How will streaming services comply with the regulations, and what impact will it have on their business models? Will the law lead to a reduction in ad revenue for streaming services, and if so, how will they make up for the loss? How will the law affect the overall viewing experience for consumers, and will it lead to increased satisfaction with streaming services?
Conclusion
The new law in California is a significant step forward in protecting consumers from loud and intrusive ads. It is expected to have a major impact on the streaming industry, and will likely lead to a better viewing experience for consumers. As the law comes into effect, it will be worth watching how streaming services comply with the regulations, and what impact it has on their business models.
Source: arstechnica.com.
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