Overview
- Gov. Gavin Newsom signed SB 576 on Oct. 6, making California the first state to regulate streaming ad volume, with the law taking effect July 1, 2026.
- The measure bars services from transmitting ads louder than the programs they accompany, mirroring the federal CALM Act’s TV standards.
- The FCC has fielded thousands of complaints about loud commercials in recent years, many tied to streaming platforms.
- Industry groups including the Motion Picture Association and the Streaming Innovation Alliance initially opposed the bill over technical hurdles but dropped their opposition after the private-lawsuit shield.
- The Legislature passed the bill unanimously after Sen. Thomas Umberg advanced it, citing a loud ad that woke his aide’s infant; observers note the rule could influence platforms nationwide given California’s market and headquarters base.