California has passed a new law aimed at calm ads on streaming platforms such as Netflix, Hulu and Prime Video, which require commercial volumes to match the sound levels of the content. California Governor Gavin Newsom Signed the law Monday.
As of July 1, 2026, continuous flow services will not be allowed to “transmit the sound of commercial ads more louder than the video content accompanied by ads”, according to the text of the bill.
“We heard the Californians strong and clear and what is clear is that they do not want ads in volume louder than the level they had previously enjoyed a program,” the ruler Newsom told a press release. “Signing SB 576, California calls this discomfort to flower platforms, which had previously not undergone commercial volume regulations voted by Congress in 2010.”
The legislation is formed after the act of mitigating commercial advertising (tranquility), which in 2010 prevented the sound of television ads from broadcasting louder than the television program. With this new legislation, continuous flow services must comply with the same commercial volume regulations as traditional television broadcasting in California.
The Senate bill 576 was drawn up by California Senator Tom Umberg, who reported a complaint by its Legislative Director, Zach Keller, about how the strong volume of advertising advertising awakened Keller’s daughter, Samantha.
“This bill was inspired by the baby Samantha and every exhausted parent who eventually got a baby to bed only to have an inflatable flow of advertising to overthrow all this hard work,” Senator Thomas Umberg said in the press release. “The SB 576 brings some very necessary peace and quiet to the California households, ensuring that flow ads are no stronger than the shows we really want to watch.”
Given California’s influence in the world of entertainment, this legislation could press flow platforms to reduce noisy ads at national level.
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