New state laws force streaming platforms to standardize commercial audio levels under penalty of fines.
Audio and video streaming platforms will have to adjust how they deliver advertisements to consumers in the United States. Starting July 1, legislation takes effect in California prohibiting the broadcast of commercials with volumes significantly louder than the main content. The measure aims to curb a common practice in the digital entertainment market, where commercials interrupt the playback of movies, TV shows, and music with a sudden, jarring burst of noise.
The new California rule does not operate in isolation within the U.S. regulatory landscape. The state of Illinois has approved similar legislation, increasing regulatory pressure on the industry. According to Ars Technica, the passage of measures in more than one state creates an additional incentive for tech companies to overhaul their audio delivery infrastructure, standardizing volume levels nationally rather than creating fragmented regional solutions.
State-level regulation updates historical efforts to control commercial volume, which until now have primarily focused on broadcast and cable television. With the massive shift of media consumption to the digital environment, streaming services have been operating in a legislative gray area. The new laws seek to close this loophole, requiring internet-based platforms to adhere to the same loudness control principles already applied to traditional broadcasts.
For media and tech companies, compliance will require technical investments in audio normalization before ads are aired. From a business model perspective, the change directly impacts ad-supported streaming operations (AVOD), which rely on commercial insertions to generate revenue and keep subscriptions cheaper. Compliance with the new guidelines is essential to avoid financial penalties and consumer lawsuits.
The convergence of legislation in populous states like California and Illinois signals a trend toward greater oversight of the user experience in digital products. By establishing clear limits for audio delivery, regulators are forcing the tech industry to adopt more transparent and less invasive practices, redefining quality standards for the streaming advertising market.
The new legislation in California and Illinois prohibiting commercials with volumes significantly louder than the main content takes effect on July 1.
These states are closing a legislative gray area to stop the disruptive practice of sudden, jarring bursts of noise during digital entertainment, applying the same loudness controls already mandated for traditional broadcast and cable TV.
Streaming services and ad-supported platforms (AVOD) will need to invest in audio normalization technology to standardize commercial volume levels nationally, thereby avoiding financial penalties and consumer lawsuits.