California has enacted legislation requiring streaming platforms to regulate the volume of advertisements, ensuring they match the volume of the content being viewed. This new law, known as Bill AB 2648, was signed by Governor Gavin Newsom and will take effect on January 1, 2026. This measure aims to address a long-standing issue of excessively loud commercials that disrupt viewing experiences.
Addressing Viewer Frustration
The rise of subscription-based streaming services like Netflix, Hulu, and Disney+ transformed television consumption. Initially, these platforms offered ad-free experiences in exchange for a subscription fee. However, as the industry evolved, many services began incorporating advertisements to enhance profitability, often resulting in commercial breaks that are significantly louder than the programming itself.
This loud advertising practice has become a common source of frustration for viewers. Many have experienced the jarring transition from a softly spoken dialogue to a booming advertisement, prompting a scramble for the remote control. California lawmakers recognized the need to protect consumers from this discomfort and responded with the new legislation.
Historical Context and Implications
The Commercial Advertisement Loudness Mitigation Act (CALM Act), enacted in 2010, originally aimed to curb loud commercials on traditional television. Although it effectively set standards for audio mixing among broadcasters, it did not extend to streaming services, which have grown substantially since then. This loophole allowed advertisers to exploit the absence of regulation, leading to the current situation where streaming ads often disrupt viewers with unexpected volume spikes.
The enactment of Bill AB 2648 makes California the first state to regulate advertisement volume for streaming platforms. Observers anticipate that other states may follow suit as complaints from consumers rise. Streaming services are now facing increased scrutiny similar to that of traditional television networks, marking a significant shift in how advertising is managed in the digital age.
Despite this progress, a gap remains in the legislation. Bill AB 2648 only applies to dedicated streaming platforms, leaving social media services like TikTok and YouTube unaffected. Until further regulations emerge, these platforms can continue using loud advertising techniques.
As the landscape of television continues to evolve, California’s new law signifies an important step toward enhancing viewer experience and addressing long-standing complaints about advertising practices. The effectiveness of this legislation in shaping industry standards will likely be closely watched in the coming years.
