California has passed a new law stopping adverts on streaming services from blasting louder than the shows people are watching.
Governor Gavin Newsom signed the bill on Monday, saying viewers are tired of being startled by booming ads during quiet moments.
The law builds on a 2010 federal rule, the Commercial Advertisement Loudness Mitigation (CALM) Act, which limits ad volume on TV and radio. Streaming platforms were not covered back then, as they were still new to audiences.
Now, with streaming becoming America’s main way to watch shows, the rule will extend to online platforms too. The law takes effect on 1 July 2026.
California is home to Netflix and Hulu headquarters, while Amazon produces much of its Prime Video content there. The law’s reach therefore affects major industry players.
State Senator Thomas Umberg, who introduced the bill, said it was inspired by his aide’s baby, Samantha. A loud ad once woke the sleeping infant, sparking the idea for change.
Opponents, including the Motion Picture Association and the Streaming Innovation Alliance, argued that streaming services lack control over ad sound levels. Unlike TV broadcasters, they said, platforms cannot manage how ads are delivered across various devices.
However, after an amendment preventing individuals from suing companies directly, the industry groups withdrew their opposition.
The Federal Communications Commission has received thousands of complaints about noisy commercials in recent years, many linked to streaming.
Californians hope this new law will finally bring quiet to their living rooms.
