A new California law took effect on July 1st restricting the volume of advertisements played by streaming services. The legislation aims to prevent ads from being significantly louder than the content they interrupt. A similar measure was recently passed in Illinois.
According to Ars Technica, the California law addresses complaints about excessively loud commercials on streaming platforms. The law requires streaming services to limit ad volumes to a level comparable to the programming itself.
The impetus for the legislation stems from consumer annoyance with ads that are significantly louder than shows or movies, a tactic used to grab attention. Streaming services have increasingly relied on advertising revenue as subscription growth slows.
California Assemblymember Cecilia Aguiar-Curry sponsored the bill. She stated, “No one likes being blasted with loud commercials when they’re trying to enjoy their favorite show.”
Illinois passed a similar law, providing additional incentive for streaming services to adopt less disruptive advertising practices across all markets. The Illinois legislation also seeks to standardize ad volume levels.
Streaming services are now adjusting their advertising strategies to comply with the new regulations. Some platforms have begun implementing automatic volume leveling technology to ensure ads meet the legal requirements.
No right-leaning sources reported on this story.
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