The Motion Picture Association and other industry groups expressed concerns about technological challenges and potential impacts on independent streaming services, but their opposition diminished after the bill was amended.

Enforcement will fall under existing California legal frameworks, with the attorney general and district attorneys empowered to pursue violations as unfair business practices.

California has passed a new law to regulate ad volume on streaming platforms, preventing commercials from being louder than the content they accompany, addressing a common viewer complaint.

Drafted by State Senator Tom Umberg, the legislation aims to fix the inconsistent control over streaming ads, which often originate from multiple sources.

This law builds on the federal CALM Act of 2010, which regulated ad loudness for TV broadcasters but did not extend to streaming services.

The bill was passed unanimously by both the California Senate and Assembly, reflecting broad legislative support and a consensus on improving user experience.

This legislation is part of ongoing efforts to regulate digital media practices and enhance consumer experience in the streaming industry.

The law seeks to align streaming ad regulations with traditional TV standards, potentially setting a national precedent and influencing broader industry practices.

It references international loudness standards, such as ATSC A/85, making its technical parameters legally binding.

The move addresses consumer grievances over inconsistent ad volume, a significant quality of life issue for many Californians.

Given California's large population, these regulations could influence nationwide practices, as companies often avoid creating different versions for different states.

While streaming services have increased ad-supported options, the issue of loud commercials remains a major concern for viewers.

Initially opposed by streaming giants like Disney and Netflix, the bill's stance shifted to neutrality after amendments were made to prevent private lawsuits against platforms.