California Governor Gavin Newsom has signed a new bill aimed at regulating sound levels in digital advertising. The legislation seeks to ensure that ads on streaming services, podcasts, and online videos do not play at higher volumes than the main program content, addressing a growing annoyance among viewers.
Extending the Legacy of the CALM Act
This move builds on the federal CALM Act (Commercial Advertisement Loudness Mitigation Act) passed in 2010, which mandated volume consistency for television ads. However, the original law did not extend to streaming platforms, which have since become the dominant form of media consumption. The California bill aims to close that loophole for platforms like YouTube, Hulu, and Spotify, where users often report sudden volume spikes during ad breaks.
Implementation and Enforcement
Under the new state law, streaming companies will be required to maintain consistent sound levels between ads and regular content. Enforcement will fall under the California Department of Consumer Affairs, which can impose fines for repeated violations. The law will take effect in mid-2026, allowing platforms ample time to update their audio delivery systems.
Consumer Advocacy and Industry Reaction
Consumer rights groups have praised the decision, calling it a “victory for viewer comfort and digital fairness.” Many argue that excessively loud ads not only disrupt the viewing experience but also disadvantage people using headphones or smart home devices.
However, some streaming companies have raised concerns about technical challenges and costs associated with compliance, especially for smaller or independent platforms.
A Step Toward Fair Digital Media Standards
Experts believe this move could influence national and international digital ad regulations, setting a precedent for other states and countries to follow. As streaming continues to replace traditional TV, California’s new law highlights the state’s proactive role in modernizing consumer protection policies for the digital age.