California just passed a law forcing streaming services to stop blasting ads louder than their shows and movies. Starting July 1, 2026, platforms like YouTube, Hulu, and Netflix’s ad-supported tiers will have to keep commercial audio at the same volume as the content around it.
Why This Matters
The move is a direct response to the annoying (and sometimes disruptive) practice of making ads louder to grab attention. While traditional TV has been regulated under the 2012 CALM Act, streaming services had a loophole – until now. The law’s origin? State Senator Tom Umberg’s legislative director whose baby was repeatedly startled awake by jarringly loud ads.
“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.”
How It Works
The legislation specifically targets streaming platforms serving California customers. The law applies to any service transmitting ads louder than the programming they interrupt. Major players like Netflix, Disney Plus, and YouTube, all headquartered in California, fall under this regulation.
The timing is notable: more streaming services are launching cheaper, ad-supported plans to compete, bringing the issue to the forefront.
Industry Response
The tech industry initially pushed for self-regulation, but resistance faded after California amended the bill to limit enforcement to the Attorney General’s Office, removing the threat of individual lawsuits. Experts believe the streaming companies will comply rather than fight the law.
Zachary Rischitelli of Real FiG Advertising + Marketing pointed out that if traditional broadcasters have managed this for years, streaming platforms should have no trouble adjusting. The technical challenges of syncing audio from different ad providers are minimal, given existing industry standards.
The Bottom Line: California’s new law is a win for viewers tired of jarring ad breaks. It’s a simple fix to a frustrating problem, and it sets a precedent for other states to follow.
