On July 1, California will implement a new law that targets loud streaming ads, aiming to bring relief to consumers who have long been irritated by blaring commercials. State Senator Thomas Umberg sponsored the legislation, which was passed in 2025, and it will prohibit streaming services from showing ads that are louder than the accompanying video content. This move is not entirely new, as existing laws already regulate the volume of ads on broadcast and cable TV. However, the new law will specifically focus on streaming services, which have not yet disclosed how they plan to comply with the regulations. The impact of this law may extend beyond California, as a similar bill is set to take effect in Illinois next year. Industry groups, including the Motion Picture Association of America and the Streaming Innovation Alliance, have opposed the bill, arguing that streamers are already working to address the issue and that they have to deal with a variety of output devices. The law’s sponsor, Senator Umberg, has said that the legislation was inspired by the frustrations of parents who have struggled to soothe their babies, only to have loud streaming ads disrupt the peace.
Image for illustration purposes only
📰 Source: TechCrunch