Newsom Enacts Law to Limit Streaming Ad Volume
California has taken a significant step to regulate the volume of streaming advertisements. Governor Gavin Newsom recently enacted a new law, SB 576, aimed at ensuring that commercials aired on streaming platforms do not exceed the audio level of the surrounding video content.
Overview of SB 576
The law was signed following its unanimous approval in the California legislature. This legislation directly responds to concerns raised by California residents regarding loud advertisements disrupting their viewing experience. Governor Newsom emphasized, “We heard Californians loud and clear.”
Key Provisions
- Advertisements must be no louder than the programming they accompany.
- The law applies to all streaming services that carry commercials.
- Compliance aligns California with existing federal regulations.
Background and Legislative Support
Federal guidelines, particularly the Commercial Advertisement Loudness Mitigation Act of 2010, already regulate the volume of ads on traditional TV and cable networks. SB 576 extends these limits to include streaming platforms, which have increasingly adopted advertising models.
State Senator Thomas Umberg, a co-sponsor of the bill, highlighted an anecdote that inspired the legislation. He related it to parents who struggle to put their children to sleep, only to have a loud ad disrupt the peace. This bill aims to provide a more pleasant viewing environment for families and individuals alike.
Impact on Streaming Services
As streaming platforms continue to grow in popularity, the new law could reshape how they approach advertising. Companies will need to adapt their ad strategies to comply with these volume restrictions, ultimately improving the viewer experience.
With SB 576 now in effect, California sets a precedent that may influence similar regulations in other states, further emphasizing the importance of viewer comfort in the evolving landscape of digital media.
