California has passed a new law targeting excessively loud advertisements on streaming services. Governor Gavin Newsom signed the bipartisan bill on Monday. It mandates that commercials on platforms like Netflix and Paramount+ must match the volume of the programs they interrupt.

The legislation aims to end a common frustration for viewers. It received unanimous support in the state Senate. According to Reuters, this is one of the first laws of its kind in the United States.

Bipartisan Effort Ends Viewer Frustration

The bill was inspired by a real-life incident involving a staffer’s baby. The infant was reportedly awakened by a suddenly loud commercial. This personal story highlighted a widespread quality-of-life issue for many Californians.

State Senator Tom Umberg, a Democrat, authored the bill. He was joined by Republican Senator Roger Niello as a co-author. The proposal faced no opposition votes on the Senate floor, showing rare political unity.

Streaming Services Must Now Find Technical Solutions

The law presents a new challenge for the streaming industry. Companies must now develop technical solutions to normalize ad volume. The Motion Picture Association initially opposed the bill, citing technological feasibility concerns.

They later moved to a neutral stance after amendments were made. Enforcement will be handled by state and local attorneys. This means streamers could face legal action if they fail to comply with the new standards.

The new law promises a quieter, more consistent viewing experience for millions. It directly addresses the jarring volume shifts that plague modern streaming. This legislative action sets a significant precedent for consumer protection in the digital age.

Thought you’d like to know

When does the new streaming ad volume law take effect?

The law is now active after the governor’s signature. Streaming services are expected to comply immediately. Enforcement can begin now that it is officially state law.

Which streaming services does this California law affect?

It applies to all streaming platforms operating in California. This includes major services like Netflix, Hulu, and Disney+. The rule covers any service showing ads within the state.

How will the state enforce this new advertising volume rule?

Enforcement will come from district attorneys and the state attorney general. Consumers can file complaints with these offices. Legal action can be taken against services that violate the law.

Did the streaming industry support this legislation?

The Motion Picture Association initially opposed the bill. They argued it was technologically difficult to implement. The group later remained neutral after amendments were made.

Can other states adopt similar streaming ad regulations?

Yes, other states can now use California’s law as a model. This often happens with consumer protection legislation. Many states follow California’s lead on tech and media regulations.

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