Have you ever been engrossed in a gripping movie or your favorite comfort show, only to have a commercial blast in at ear-splitting volume, yanking you out of the moment like a jarring jump scare? You’re not alone. This annoying practice has frustrated millions, prompting California to take action against it.
California Governor Gavin Newsom has recently enacted a law targeting loud commercials on popular video streaming platforms like Netflix, Hulu, and HBO Max. This legislation seeks to address a long-standing issue that many viewers face: the intrusive volume of advertisements disrupting their viewing experience.
1. Understanding the New Legislation
The law, signed just this week, effectively closes a loophole in the 2010 Commercial Advertisement Loudness Mitigation (CALM) Act. While this act successfully curbed excessive ad volumes on traditional broadcast, cable, and satellite TV, it did not extend to streaming services which have gained significant popularity over the years. Now, with around 83% of U.S. adults subscribing to streaming platforms, it’s time for a change.
2. Why This Change Matters
This new law responds to growing complaints from viewers unimpressed by jarring advertisements. The Federal Communications Commission (FCC) recently acknowledged an uptick in such complaints, prompting a reevaluation of existing regulations. According to their findings, viewers felt a marked decline in loud commercial complaints after the CALM Act’s implementation, but the trend has reversed in recent years.
3. Key Provisions of the New Law
Starting July 2026, streaming services will be required to ensure that the audio of commercial advertisements is not louder than the accompanying video content. Governor Newsom stated, “We heard Californians loud and clear. They don’t want commercials at a volume any louder than the level at which they were enjoying a program.”
4. Inspiration Behind the Bill
The bill was championed by State Senator Tom Umberg, who shared that the inspiration came from a personal experience: one of his staffers struggled to put her baby, Samantha, to sleep when loud commercials interrupted the calming atmosphere. “This bill was inspired by baby Samantha and every exhausted parent who’s finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work,” Umberg expressed.
5. Industry Reactions
Despite its intent, the law faced criticism from industry groups. Some representatives argued that managing streaming ads is complex due to their origins from multiple sources, making it challenging for platforms to control volume levels broadly. Melissa Patack from the Motion Picture Association of America raised concerns during committee hearings, highlighting that unlike traditional broadcast networks where ads are sold directly, streaming ads’ variability complicates enforcement.
This new legislation could set a precedent beyond California, shaping national standards in advertising practices due to the state’s influential entertainment industry.
What are the implications of California’s new law on streaming services? It requires platforms to implement volume controls, which may lead to changes across the industry as service providers adapt. Will it improve the overall viewing experience? Based on viewer feedback, reducing excessive volume is expected to enhance satisfaction and engagement.
How can viewers ensure ads remain at comfortable volume levels? With the passage of this law, viewers can look forward to more consistent audio levels, but it’s always a good idea to provide feedback to service providers about ongoing issues.
When will these changes take effect? The law is set to be in place by July 2026, giving streaming services time to adjust and implement the necessary changes to comply with the new standards.
In conclusion, the new California law offers hope for a more enjoyable viewing experience by tackling the vexing issue of loud commercials. With this significant shift, we can all look forward to a more tranquil and undisturbed entertainment landscape. Continue exploring topics around streaming trends and viewer rights at Moyens I/O.