California Law Targeting Loud Streaming Ads Takes Effect on July 1
Starting July 1, a California law bans streaming services from showing ads louder than the accompanying video content, potentially prompting broader industry changes.
A new California law taking effect on July 1, 2026, prohibits streaming services from playing advertisements at a volume higher than the video content they accompany. Similar restrictions already apply to broadcast and cable TV commercials. Streaming platforms have not yet disclosed specific compliance methods.
While the volume limits currently apply only to California, any changes are likely to be implemented more widely, especially as a similar bill is set to take effect in Illinois next year.
The law, passed in 2025, was sponsored by State Senator Thomas Umberg, who said it was inspired by "every exhausted parent who's finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work."
Industry groups, including the Motion Picture Association and the Streaming Innovation Alliance, opposed the bill, arguing that streamers were already addressing the issue and must account for various output devices such as TVs, tablets, and phones.
