California has moved to rein in the abrupt spikes in volume that many viewers complain occur when streaming platforms cut to advertisements, signing SB 576 into law on Monday. The measure requires ads on services such as Netflix, Hulu, Amazon Prime Video and YouTube to be aired at the same average volume as the programming users are watching, with the new standard taking effect in July 2026.

Senator Tom Umberg, who introduced the bill in February, framed the measure as a response to a commonplace nuisance with real-world consequences. Umberg cited a complaint from a staffer whose newborn was repeatedly awakened by loud commercial breaks. “By signing SB 576, California is dialing down this inconvenience across streaming platforms, which had previously not been subject to commercial volume regulations passed by Congress in 2010,” he said, referencing the federal Commercial Advertisement Loudness Mitigation Act (CALM Act) that standardized ad loudness for broadcast and cable but did not encompass over-the-top streaming services.

The law plugs an enforcement gap that existed after the CALM Act, which tasked the Federal Communications Commission with keeping television commercials at consistent levels but left the faster-growing streaming ecosystem largely unregulated. California’s move makes it the first major state to impose explicit loudness parity requirements on internet-delivered advertising at scale.

Industry observers say the measure will require technical updates to ad-delivery systems, many of which rely on separate mastering and compression chains for ads and program content. Audio engineers can use loudness normalization and metadata to align levels, but doing so across the fragmented digital-ad ecosystem — which includes programmatic exchanges, third-party ad servers and content delivery networks — presents logistical and commercial challenges. Platforms will need to alter ad insertion technologies and potentially renegotiate terms with advertisers and ad tech vendors.

The law’s 18-month lead time gives providers room to adapt, but legal and political questions remain. California regulators will oversee compliance procedures and penalties, though the statute’s exact enforcement mechanisms and fine structure were not specified in detail in the bill’s text. Legal scholars say the state regulation could invite industry challenges, including claims that state mandates conflict with interstate commerce or federal authority over broadcast standards.

For advertisers and media buyers, the change could lead to higher production costs and revised creative strategies. Louder audio has long been used as an attention-grabbing tactic; with that option constrained, marketers may shift toward visual intensity, creative targeting, or bidding adjustments to achieve impact. Smaller streaming services and independent publishers may face a steeper compliance burden relative to large platforms with robust engineering teams.

Advocates for consumer protections applauded the law as a pragmatic fix for an irritating and sometimes disruptive problem. The bill’s origin in a routine constituent grievance highlights how everyday complaints can translate into state-level regulation, underscoring the role of civic engagement in shaping digital policy.

As the July 2026 deadline approaches, the streaming industry will be watching how California implements and enforces SB 576. The outcome may establish precedents that other states or Congress could follow, potentially forcing a national conversation about how traditional consumer protections apply in a digitally transformed media landscape.