California has taken a significant step to address concerns over loud advertisements during streaming services. The state has enacted a new law that requires commercials on platforms like Netflix and Disney+ to match the audio levels of the accompanying content.
New Legislation Details
Governor Gavin Newsom signed the bill, identified as SB 576, which was guided through the legislative process by Senator Thomas Umberg from Santa Ana. The bill passed unanimously in both the Senate and Assembly earlier this month, reflecting widespread support among lawmakers.
Key Provisions of SB 576
- The law mandates streaming services to regulate commercial audio to match the volume of the content being streamed.
- Starting July 1, 2024, platforms must comply with this requirement.
- This aligns with the Federal Communications Commission’s Commercial Advertisement Loudness Mitigation (CALM) Act, which regulates loud advertisements for linear TV and radio since 2012.
The bill gained traction after the FCC received over 130,000 complaints in 2010, primarily focused on the disruptive volume of commercials. With the advent of tiered subscription models, many consumers now face the return of ad-supported viewing, similar to traditional television programming.
Industry Response
Despite the law’s approval, the Motion Picture Association, which represents major entertainment companies including Disney, Netflix, and Warner Bros. Discovery, opposed the measure. The association argued that streaming services were already voluntarily addressing the issue of loud ads, making the new legislation unnecessary.
Governor’s Remarks
Upon signing the bill on October 6, Governor Newsom emphasized the volume-lowering benefit of the legislation. He stated that it reflects the clear wishes of Californians who prefer a more consistent audio experience while watching their favorite shows.
The enactment of SB 576 marks an important development in addressing noise pollution from advertisements across popular streaming platforms, ensuring a more enjoyable viewing experience for consumers.
