- Published on
California law targeting loud streaming ads takes effect on July 1
- Authors
- Name
- DeepHorus
California law targeting loud streaming ads takes effect on July 1
Starting July 1, 2026, streaming services operating in California will have to turn down the volume on their advertisements. A new state law, signed by Gov. Gavin Newsom in 2024, requires ad-supported streaming platforms to keep commercial loudness at or below the level of the programming that surrounds it. TechCrunch’s Anthony Ha reported the development on June 28, 2026, summarizing the change with a simple promise: “Streaming ads might be getting a lot quieter.”
The law, known as AB 1763, was introduced by Assemblymember Jacqui Irwin and passed with broad support in the California Legislature. It extends the logic of the federal Commercial Advertisement Loudness Mitigation Act, or CALM Act, which was signed in 2010 and took effect in 2012. The CALM Act set loudness standards for broadcast and cable television, but it did not cover internet-based streaming services. As cord-cutting accelerated, that gap became increasingly obvious to viewers.
Under AB 1763, streaming services with more than 1 million U.S. subscribers must ensure that the average loudness of advertisements does not exceed the average loudness of adjacent programming. The rule applies to on-demand video platforms, including major services like Netflix, Hulu, Disney+, and Amazon Prime Video, as well as ad-supported free services. The California Attorney General is charged with enforcement, and violations can result in civil penalties. The law gives streaming companies a clear technical target: match the same loudness normalization standards that broadcasters have used for years.
For consumers, the law could end the jarring volume spikes that have become a common complaint on ad-supported streaming tiers. Many viewers have experienced the frustration of a quiet show suddenly interrupted by a blaring commercial. The new rules apply to pre-roll and mid-roll ads, and platforms will need to ensure that every ad creative is normalized before it reaches viewers. The change is particularly significant because California is the most populous U.S. state and a major media market.
For streaming platforms, compliance will require changes to audio encoding, ad insertion, and quality-control processes. Companies will need to work closely with ad tech providers to make sure that all advertisements meet the new loudness requirements. Larger services may already have the tools to do this, but smaller ad-supported platforms could face higher relative costs. The law also creates an incentive for the entire industry to adopt uniform loudness standards across the board.
Reaction to the law has been mixed but mostly favorable. Consumer advocates have praised it as a long-overdue protection for viewers, while some industry groups have warned about compliance costs and the difficulty of measuring loudness across different devices and network conditions. Despite those concerns, AB 1763 passed with bipartisan support, reflecting how universal the annoyance of loud ads has become. Supporters note that broadcasters have met similar standards for years without major disruption.
The July 1, 2026 effective date gives streaming services a clear deadline to update their audio pipelines. As more platforms introduce ad-supported tiers to boost revenue, the issue of loud ads is likely to remain in the spotlight. If California’s approach proves successful, it could become a template for federal legislation or other states. For now, viewers in California can expect a noticeably quieter, less jarring commercial break.
