A new 'noise' law is set to revolutionize the way Americans stream TV, and it's all thanks to a decision taken out of viewers' hands. California has recently passed legislation that will regulate the volume of advertisements on streaming platforms, marking a significant shift in the streaming experience.
The Golden State is introducing over 900 legislative changes, impacting how viewers engage with movies and shows on streaming services. One of these changes will specifically address the volume of ads. Currently, streaming services often include advertisements at the beginning or during the playback of movies and shows. However, from July 1, companies will no longer be permitted to play ads with a volume louder than the primary show or movie.
This regulation mirrors a previous law passed by Congress in 2010, the Commercial Advertisement Loudness Mitigation Act, which prohibited loud ads during television broadcasts. Now, California Governor Gavin Newsom has signed a bill that extends this regulation to streaming services, ensuring a more balanced and viewer-friendly experience.
Newsom emphasized, 'We heard Californians loud and clear, and what's clear is that they don't want commercials at a volume any louder than the level at which they were previously enjoying a program.' This move has sparked debate, with critics arguing that streaming services face unique challenges in controlling ad volume compared to traditional broadcasters.
Despite opposition from groups like the Motion Picture Association and the Streaming Innovation Alliance, the bill was amended to prevent lawsuits against streaming services for violating the new law. This development highlights the ongoing tension between regulatory bodies and the entertainment industry, as they strive to balance consumer expectations with practical implementation.
