California Passes Law to Curb Loud Streaming Ads

Californians frustrated by blaring commercials while streaming their favorite shows are about to get some relief, thanks to a new state law that limits ad volume on streaming platforms.

Signed by Governor Gavin Newsom, the law makes it illegal for streaming services to play ads louder than the main video content being watched. It extends the 2010 federal Commercial Advertisement Loudness Mitigation (CALM) Act – which regulates ad volume on TV and radio – to include streaming services such as Netflix, Hulu, and Amazon Prime Video.

Governor Newsom said the measure was in response to widespread public frustration. “We heard Californians loud and clear, and what’s clear is that they don’t want commercials louder than the programs they’re watching,” he said.

Under the new law, which takes effect on July 1, 2026, streaming platforms that serve viewers in California must ensure that ads do not exceed the average audio level of their accompanying programs. The legislation follows a surge in consumer complaints to the Federal Communications Commission (FCC), which has received thousands of reports about overly loud streaming ads in recent years.

The bill was introduced by State Senator Thomas Umberg, inspired by a personal story from his legislative director, Zach Keller, whose infant daughter Samantha was repeatedly woken by blaring streaming commercials. “This bill was inspired by baby Samantha and every exhausted parent who’s finally gotten a baby to sleep, only to have a loud ad ruin it,” Umberg said.

Initially, the entertainment industry pushed back against the proposal. The Motion Picture Association (MPA) and the Streaming Innovation Alliance – which represent major players like Disney and Netflix – argued that unlike traditional broadcasters, streaming platforms lack direct control over ad volume, which often depends on users’ devices and third-party ad providers.

In response to their concerns, lawmakers amended the bill to prevent individuals from suing streaming services for violations. The MPA and Streaming Innovation Alliance dropped their opposition afterward and adopted a neutral stance.

The move marks a major shift in how California regulates streaming media, reflecting the state’s growing role as both a global entertainment hub and the home of major streaming companies. With streaming now the dominant way Americans watch content, the law aims to ensure that the experience remains as smooth – and quiet – as possible.