Streaming services will no longer be allowed to crank up the volume during commercial breaks.
One US state is cracking down on the practice, meaning popular platforms like Netflix, Prime Video, Hulu and YouTube must comply.
From July 1, 2026, services will have to ensure advert volume is the same as the content being played, and it comes as businesses ramp up advertising efforts in a bid to boost revenue.
YouTube launched mid-roll adverts in 2020, with streaming services quickly following suit.
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Netflix launched its tiered subscription service in 2022, including a cheaper, adverts-included option.
Prime Video jumped onboard and launched 'limited' ads in 2024, though users have been complaining they're getting more frequent.
What’s the problem with streaming commercials?
People in the US have noticed that adverts are playing at a louder volume than the content being streamed.
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This has been an issue for the parents of newborn babies, who've been rudely awoken by the sudden surge in volume.
State senator Tom Umberg said one of his own staffers, Zach Keller, experienced the frustration of booming advert noise disrupting his sleeping baby daughter.
Zach's wife, Rachel Keller, told CBS News: "A lot of times, we have the volume so low that we just have subtitles running and still, the commercial ad volumes are so ear-piercing that it wakes her up."
What state has been subject to restrictions?
So far, only California has taken action against blaring commercial volumes.
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On Monday (October 6), Governor Gavin Newsom signed new legislation, SB 576, to put an end to the practice.
It was first introduced by Umberg in February. The law doesn't come into force until July 1, 2026.
"We heard Californians loud and clear, and what’s clear is that they don’t want commercials at a volume any louder than the level at which they were previously enjoying a program,” Newsom said in a statement.
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“By signing SB 576, California is dialing down this inconvenience across streaming platforms, which had previously not been subject to commercial volume regulations passed by Congress in 2010.”
What does Bill 576 do?
SB 576 adds Chapter 27.3 to California’s Business and Professions Code.
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It regulates video streaming services to ensure that commercials aren’t louder than the shows or videos they accompany.
Similar federal laws already exist, but don't currently apply to streaming platforms.
The federal Commercial Advertisement Loudness Mitigation Act (CALM) was passed in 2010, and requires broadcasters to air commercials at the same average volume as the programs they accompany.
This only applies to TV broadcast stations, cable operators, and other multichannel video programming distributors.
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Essentially, the new chapter in Bill 576 now means the CALM Act applies to modern-day streaming services.
Topics: California, Netflix, YouTube, Film and TV, US News, Amazon Prime
Ellie Kemp