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50m ago

California Bans Loud Streaming Ads Starting July 2026

The new law applies CALM Act standards to streamers, potentially setting a de facto national benchmark.

The streaming services Netflix, Amazon Prime Video, Disney Plus, Paramount Plus, Max, and Discovery Plus app soon appear on the screen of a smartphone in Reno, United States, on November 25, 2024. (Photo Illustration by Jaque Silva/NurPhoto via Getty Images)
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Overview

  • Gov. Gavin Newsom signed SB 576 on Oct. 6, making it illegal for services like Netflix, Hulu, Prime Video, and YouTube to run commercials louder than the programs they accompany.
  • The statute requires ads to match the average loudness of surrounding content, mirroring federal CALM Act rules that have long applied to broadcast and cable.
  • The law takes effect on July 1, 2026, giving platforms time to adjust ad delivery systems before enforcement begins.
  • Industry groups, including the Motion Picture Association, argued the measure is unnecessary and say technical factors such as server-side ad insertion complicate uniform volume control.
  • The FCC has logged rising complaints about loud streaming ads and sought public input this year, a backdrop that could help the California rules influence practices beyond the state.