Key facts
- A California law banning streaming services from showing ads louder than accompanying video content takes effect July 1.
- The law applies to streaming ads and is similar to existing legislation for broadcast and cable TV commercials.
- State Senator Thomas Umberg sponsored the bill, inspired by parental complaints about disruptive ad volumes.
- Industry groups like the Motion Picture Association of America and the Streaming Innovation Alliance opposed the bill.
- Similar legislation is expected to take effect in Illinois next year.
A California law designed to curb excessively loud advertisements on streaming services is set to take effect on Wednesday, July 1. The legislation prohibits streaming platforms from broadcasting commercials that are louder than the video content they accompany. Similar volume restrictions are already in place for traditional broadcast and cable television commercials.