California's New Law to Quiet Streaming Ads Takes Effect July 1, 2026
California is set to introduce a significant change in streaming services with the implementation of a new law on July 1, 2026. The law, inspired by an incident involving a baby awakened by loud streaming advertisements, aims to regulate the volume of advertisements on video streaming services. Governor Gavin Newsom signed the law, which is based on the Commercial Advertisement Loudness Mitigation (CALM) Act.
The new law makes the FCC's ATSC A/85 recommendation legally binding for streaming services in California. This means that the volume of advertisements will not be allowed to exceed the volume of the accompanying video content. This regulation is designed to prevent excessively loud advertisements from disturbing third parties, such as sleeping babies, or causing annoyance and potential health harm to consumers.
While this law is a significant step, it's important to note that it only applies to streaming services within California. Consumers outside California hope that the law will extend to them, but enforcement is currently limited to the California Attorney General. However, given that California is the most populous state in the US, this law could potentially influence national trends in streaming services.
The new law in California, set to come into effect on July 1, 2026, will require streaming services to adhere to the FCC's CALM Act regulation. This move is expected to improve the viewing experience for consumers and prevent disturbances caused by excessively loud advertisements. While the law is a step in the right direction, consumers outside California await similar regulations in their regions.
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