California has officially made it illegal for streaming services like Netflix, Hulu, and Amazon Prime to blast commercials louder than the shows they accompany.
Governor Gavin Newsom signed the measure into law on Monday, October 6, establishing what could become a nationwide standard for ad volume control.
The law targets what the Federal Communications Commission called a “troubling jump” in noise complaints as streaming platforms increasingly air commercials louder than the content they follow. It mirrors a 2010 federal rule that limits ad volumes on cable and broadcast television but extends the policy to digital platforms for the first time.
Given California’s influence in the entertainment industry, the new rule could effectively set a national precedent. Streamers have until July 2026 to comply.
A baby inspired the bill
State Sen. Tom Umberg, who authored SB 576, said the idea was sparked by his legislative director, Zach Keller, after loud ads repeatedly woke up his infant daughter, Samantha.
“This bill was inspired by baby Samantha and every exhausted parent who’s finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work,” Umberg said.
The legislation initially faced resistance from major entertainment groups, including the Motion Picture Association and the Streaming Innovators Alliance, which represent companies such as Disney, Paramount, Amazon, and Netflix. They argued that ad audio comes from various sources and can be difficult to regulate.
That opposition faded once lawmakers added legal protections shielding streamers from private lawsuits, leaving enforcement to California’s attorney general. The bill ultimately passed with bipartisan support, setting the stage for quieter nights and fewer startled babies across the state.
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