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Every user of streaming services has, at least once, encountered a situation where a quiet viewing session was suddenly interrupted by an exceptionally loud ad. For many viewers, it was one of the most irritating parts of using VOD platforms. Now the problem is set to be solved, at least in one U.S. state. As of July 1, rules will go into effect requiring platforms to normalize the loudness of ads. This change could also affect other markets.
California bans louder ads on streaming services
Starting July 1, 2026, the state of California will enforce SB 576, previously signed by Governor Gavin Newsom. The new law prohibits streaming platforms from airing ads at a higher volume than the movie, series, or program that was playing before. Until now, similar rules applied only to over-the-air, cable, and satellite television under the U.S. CALM Act of 2010. Streaming services were not covered by that law. According to the bill’s author, Senator Tom Umberg, the idea for it came from a parent whose sleeping child was regularly awakened by unusually loud ads played while using VOD platforms. The new rules aim to remove that discrepancy and provide viewers with a more comfortable watching experience. For now the regulations cover only California, but a similar measure has also been adopted in Illinois, where it will go into effect in 2027. More experts believe platforms may opt to implement the changes globally rather than maintain different standards for each region.
Streaming platforms were not thrilled with the new regulations
The new rules were met with criticism from representatives of the streaming industry. Organizations representing, among others, Netflix, Disney and Amazon Prime Video pointed out that maintaining identical ad loudness is not always easy. The problem stems in part from dynamic ad insertion technology and differences in the encoding of content played on TVs, smartphones, and tablets. Companies emphasize that many platforms had already been working to reduce such situations. So far, however, none of the largest services has said how it plans to 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 additional states or countries will decide to introduce similar rules. The problem of overly loud ads has long been an issue not only in the United States. Everything indicates that pressure on streaming platforms will gradually increase.
California is the first state to enact rules banning the airing of ads that are louder than the content viewers are watching on streaming platforms. The new regulations could be the start of broader changes that may eventually extend to other regions.
source: digitaltrends
