California Legislature Passes Bill to Regulate Volume of Ads on Streaming Platforms

In an effort to prioritize consumer well-being and ensure a more enjoyable streaming experience, California recently passed a groundbreaking bill that targets the irritating issue of overly loud ads on popular platforms like Netflix, Hulu, and Disney+. This move comes after numerous complaints from viewers about commercials blasting at higher volumes than the content they were watching.

For years, traditional television viewers have dealt with this problem, but streaming services had yet to catch up with regulations. As streaming became more prevalent, complaints about loud ads increased. In fact, surveys found that over two-thirds of streaming viewers regularly noticed volume spikes during ad breaks. This issue wasn’t limited to TVs either; noise complaints extended to mobile devices, smart TVs, and other screens.

The new bill, known as the Streaming Ad Volume and User Experience Act, sets out clear rules for ad volume on streaming platforms serving California residents. It requires platforms to cap ad volume at no more than 3 decibels above the peak program level and mandates the use of loudness normalization standards for all ads. Any ads significantly louder than the content must be adjusted or removed within 72 hours of notification. The California Attorney General has the authority to investigate and penalize violations, with fines of up to $25,000 per infraction.

Streaming platforms like Hulu, Disney+, and Netflix have different ad practices, with some using pre-recorded ads and others dynamically inserting ads based on user data. The inconsistent management of ad loudness has been a headache for many viewers, who often find themselves adjusting the volume during ad breaks.

These excessively loud ads don’t just annoy viewers—they can also impact sleep patterns and cause stress for nighttime viewers. By passing this bill, California is leading the way in setting new standards for digital advertising and ensuring a more pleasant streaming experience for all.