A California law banning loud streaming ads is set to take effect on July 1. The law prohibits streaming services from showing ads that are louder than the video content they accompany. This legislation is similar to existing laws that regulate volume on broadcast and cable TV commercials.
The law's sponsor, State Senator Thomas Umberg, was inspired by parents who have struggled with loud ads disrupting their children's sleep. Industry groups, including the Motion Picture Association of America, opposed the bill, arguing that streamers were already addressing the issue.
While the law currently only applies to California, it is likely that streaming services will deploy changes more broadly, especially with a similar bill set to take effect in Illinois next year.
