California Implements Ban on Excessively Loud Streaming Advertisements

California has enacted new legislation prohibiting video streaming platforms from airing advertisements that are significantly louder than the main program content. This move extends existing regulations that have applied to traditional broadcast television in the United States since 2012, addressing growing consumer concerns about disruptive and intrusive advertising volumes in digital media.

For more than a decade, U.S. federal law has restricted the volume of television commercials under the Commercial Advertisement Loudness Mitigation Act (CALM Act), enforced by the Federal Communications Commission (FCC). While these standards have improved the viewing experience for television audiences, they have not previously applied to streaming services, allowing some digital platforms to continue broadcasting commercials at higher volumes than the surrounding content.

With California's new amendment to its Business and Professions Code, this regulatory gap is set to close. The legislation, which will take effect on July 1, 2026, requires all video streaming services that deliver advertisements to California residents to comply with the same loudness standards mandated for television broadcasters. The law applies specifically to any streaming platform offering ad-supported content to viewers in the state, regardless of the platform's physical location.

The technical implementation of the new law references the FCC's rules, which in turn rely on the ATSC A/85 Recommended Practice. This international standard defines the methods and measurements used to ensure audio loudness consistency, offering clear guidelines for engineers and content producers. By adopting these established standards, California aims to make compliance straightforward for service providers and to ensure a uniform audio experience for consumers.

California's status as the most populous U.S. state means that legislative changes within its borders often have a nationwide impact. Many companies opt to standardize their offerings across the country rather than create separate versions for individual states. This has led to speculation that the new rules could soon benefit streaming audiences beyond California, as platforms seek to simplify operations and avoid regulatory complexity.

Under the terms of the legislation, enforcement authority is limited to the California Attorney General's office. Consumers who are affected by violations cannot pursue individual legal action; instead, regulatory intervention will be at the discretion of state prosecutors. This approach streamlines the process for businesses while maintaining accountability through official oversight.

The origins of the law can be traced to widespread consumer frustration with sudden increases in volume during ad breaks. Loud commercials have been cited as a source of annoyance, sleep disturbance, and potential health concerns, especially for families with young children or vulnerable individuals. The move to address this issue in the streaming sector reflects the ongoing evolution of media consumption and the need for regulatory frameworks to keep pace with technological advancements.

At present, the legislation applies only to video streaming services and does not extend to audio-only streaming platforms such as music or podcast providers. The rationale for this exclusion has not been detailed in the statute, leaving open the possibility of future expansion should similar concerns arise in the audio streaming sector.

Industry observers note that as digital media continues to grow in popularity, the alignment of regulatory standards between traditional and streaming platforms is a logical step. California's initiative is viewed as part of a broader trend toward consumer protection in the digital age, ensuring that technological innovation does not come at the expense of user comfort and well-being.

For streaming service providers, the new law presents both a compliance challenge and an opportunity to demonstrate commitment to quality and customer satisfaction. As the effective date approaches, platforms will be required to assess their advertising delivery systems and implement technical controls to monitor and regulate audio levels, ensuring they meet the prescribed standards for loudness consistency.