Streaming services' obnoxiously loud ads become illegal on July 1 in California

- A new California law (AB 2761) takes effect July 1, 2026, banning streaming services from playing ads at significantly higher volumes than the regular program content — a practice known as "loudness penalty." The law applies the same commercial loudness standards already mandated for broadcast TV (the CALM Act) to streaming platforms like Netflix, Hulu, YouTube, and Spotify. - Previously, viewers had no federal recourse for jarring volume spikes during ad breaks on streaming services; the CALM Act only covered over-the-air, cable, and satellite TV. California is the first state to close this loophole, potentially setting a precedent that could lead to federal rules or industry-wide adoption. - The law targets the common practice where streaming providers intentionally boost ad volume to grab attention, often violating the ATSC A/85 and ITU-R BS.1770 loudness standards that broadcasters must follow. Enforcement falls to the California Department of Consumer Affairs, with fines for repeat violations.