By 2023, the FCC had already received at least 1,700 complaints specifically about the jarring volume of advertisements on streaming services, according to GIGAZINE. The 1,700 complaints highlight a persistent consumer frustration with digital ad experiences. The complaints demonstrate a clear demand for more regulated audio levels in streaming content.
Consumers have long expressed frustration over excessively loud streaming advertisements, but the industry has largely failed to implement consistent volume controls, necessitating state legislation. A California law banning streaming services from showing ads louder than the video content they accompany is set to take effect on July 1, according to TechCrunch. This imminent change directly addresses a long-standing source of viewer frustration by mandating volume control for digital advertisements.
Streaming services operating in California will be forced to rapidly implement technical solutions for ad volume control. This likely leads to a more standardized and less intrusive advertising experience for viewers, potentially influencing similar regulations nationwide.
What the New Law Mandates
California's new state law, SB 576, prohibits streaming platforms from airing advertisements at a higher volume than the shows they accompany, according to The Times of India. This legislation clearly defines the unacceptable practice. It sets a new standard for audio levels in streaming ads.
The law is explicitly named the "Commercial Advertising Volume Limitation Act," or CALM Act, directly mirroring federal legislation for broadcast television, according to Jdsupra. The law's mirroring of federal legislation signals a legislative intent to treat streaming services as a new form of traditional broadcasting. California's SB 576, explicitly mirroring the federal CALM Act for broadcast, signals a growing legislative trend where states will unilaterally extend traditional media regulations to digital platforms, forcing a fragmented compliance landscape for streaming services.
