As of July 1, 2026, streaming services operating in California can no longer broadcast commercial advertisements louder than the content being watched. The law, signed by Governor Gavin Newsom in October 2025, applies to major platforms including Netflix, Hulu, Amazon Prime Video, and YouTube.
The regulation requires audio levels to remain consistent between programming and advertisements, putting an end to the long-standing consumer annoyance of suddenly blaring commercials. While similar rules have existed for traditional broadcast and cable television under the federal CALM Act since 2012, this is the first law in the United States specifically targeting streaming platforms.
"This is about basic consumer dignity," said California Assemblymember Jacqui Irwin, who authored the bill. "No one should have to scramble for the remote because an ad is twice as loud as the show they were watching."
Streaming services found in violation face potential fines enforced by the California Attorney General's office. The law does not specify a decibel limit but requires that ads be transmitted at the same average volume as the surrounding content.
The legislation was backed by consumer advocacy groups who argued that loud ads on streaming services had become increasingly aggressive as ad-supported tiers grew in popularity. Industry groups had opposed the measure, arguing that technical compliance would be costly.
California's market size means the law effectively sets a new standard for streaming ad practices nationwide, as major platforms are unlikely to maintain separate audio policies for a single state.
