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Every user of streaming services has, at least once, encountered a situation where a quiet viewing was suddenly interrupted by an unusually loud advert. For many viewers, this was one of the most irritating aspects of using VOD platforms. Now the problem is set to be resolved, at least in one US state. From 1 July, regulations come into force that require platforms to normalise the loudness of adverts. This change could also affect other markets.
California bans louder adverts on streaming services
From 1 July 2026 law SB 576, previously signed by Governor Gavin Newsom, will come into force in the state of California. The new rules prohibit streaming services from airing adverts at a higher volume than the film, series or programme being watched. 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 came from a parent whose sleeping child was regularly woken by unusually loud adverts played while using VOD platforms. The new rules aim to remove 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 come into effect in 2027. More experts believe platforms may decide to implement the changes globally rather than maintain different standards across regions.
Streaming platforms were not thrilled with the new regulations
The new rules drew criticism from the streaming industry. Organisations representing, among others, Netflix, Disney and Amazon Prime Video pointed out that maintaining identical ad volume is not always easy. The problem stems in part from dynamic ad insertion technology and from differences in the encoding of content played on TVs, smartphones and tablets. Companies emphasise that many platforms had already been working to reduce such occurrences. So far, however, none of the major services has said how it intends to adapt its services to the new requirements. If the changes prove effective, users may finally stop reaching for the remote control every time an ad break starts. It is also possible that additional states or countries will choose to introduce similar rules. The problem of overly loud adverts has long existed not only in the United States. All signs indicate that pressure on streaming platforms will gradually increase.
California is the first state to introduce rules prohibiting the airing of adverts that are louder than the content being watched on streaming platforms. The new regulations could be the start of wider changes that in future may also cover other regions.
Source: Digital Trends
