Streaming Ads to Get Quieter in California
Streaming services have been a norm in modern entertainment, but they come with a downside – loud ads that can be annoying for viewers. A California law banning streaming services from showing ads louder than the video content that they accompany is set to take effect on Wednesday, July 1.
The Reason Behind the Law
The law was passed in 2025, inspired by "every exhausted parent who's finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work," said State Senator Thomas Umberg, the sponsor of the bill. This law aims to provide relief to viewers who are tired of being bombarded with loud ads.
How Will Streaming Services Comply?
While streaming services have not shared additional details about how they plan to comply with the law, it is likely that they will deploy changes more broadly, especially with a similar bill set to take effect in Illinois next year.
Industry Opposition
Industry groups including the Motion Picture Association of America and the Streaming Innovation Alliance opposed the bill, claiming that streamers were already working to address the issue. They noted that streamers have to deal with a variety of output devices, including TVs, tablets, and phones.
What This Means for Viewers
This law is a step towards a better viewing experience for Californians. While it only applies to California for now, it is likely to set a precedent for other states to follow suit. As a result, viewers can expect to see a reduction in loud ads, making streaming services more enjoyable.
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