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Every streaming-service user has at least once encountered a situation where a quiet viewing session was suddenly interrupted by an unusually loud ad. For many viewers, it was one of the most irritating aspects of using VOD platforms. Now the problem is set to be solved, at least in one US state. From 1 July, rules come into effect that will require platforms to equalise ad volume. It's a change that could also affect other markets.
California introduces ban on louder ads on streaming services
From 1 July 2026 the state of California will implement bill SB 576, previously signed by Governor Gavin Newsom. The new rules prohibit streaming platforms from airing adverts at a higher volume than the film, series or programme that was being watched earlier. Until now, similar regulations applied only to over-the-air, cable and satellite television under the US CALM Act of 2010. Streaming services were not covered by those rules. According to the bill’s author, Senator Tom Umberg, the inspiration for it came from a parent whose sleeping child was regularly woken by unusually loud ads played while using VOD platforms. The new rules are intended to eliminate that discrepancy and give viewers a more comfortable viewing experience. For now the regulations cover only California, but a similar measure has already been adopted in Illinois, where it will take effect in 2027. Increasingly, experts believe platforms may decide to roll the changes out globally rather than maintain different standards for different regions.
Streaming platforms weren't thrilled with the new rules
The new regulations drew criticism from the streaming industry. Organisations representing, among others, Netflix, Disney and Amazon Prime Video pointed out that keeping ads at the same volume is not always easy. The problem stems in part from dynamic ad insertion technology and differences in encoding of content played on TVs, smartphones and tablets. Companies stress that many platforms have already been working to reduce such situations. So far, however, none of the largest services has said how it will adapt its offerings to the new requirements. If the changes prove effective, users may finally stop reaching for the remote every time an ad break starts. It's also possible that other states or countries will decide to introduce similar rules. The issue of overly loud ads has been appearing for years not only in the United States. Everything suggests pressure on streaming platforms will gradually increase.
California becomes the first state to introduce rules banning ads that are louder than the content being watched on streaming platforms. The new regulations could be the start of wider changes that may later extend to other regions.
source: digitaltrends
