California Governor Gavin Newsom claimed victory just today with the signing of a new law. This legislation will end the practice of invasive, loud advertisements and commercials on Californian’s streaming platforms, providing a more enjoyable viewing experience. Next year, all that will change through a new local law. It aims to cut down on annoying ads that pop up in the middle of streamed programming. This legislation would expand the scope of the 15-year-old Commercial Advertisement Loudness Mitigation Act (CALM), enacted by Congress in 2010.
The governor’s new initiative will help address one of the most pressing problems facing residents. Millions more are angry at ads that blast their beloved programs and songs off the air. The California Governor’s website trumpets a new policy barring loud commercials on streaming services. This policy should apply to every platform and advertising firm, ensuring that audio is never louder by bringing levels in line with the rest of the content.
Background of the Legislation
The CALM Act was designed to address the volume of television commercials. It prevents ads from being louder than the shows they interrupt. As streaming services become more prominent, Governor Newsom’s administration is currently broadening these regulations to include online platforms as well. This change is especially important, as most Californians have moved their viewing time from broadcast television to streaming platforms that don’t include ads.
The law maintains a wave of consumer protection that has built with the power of the storm, due to complaints about aggressive advertising practices that ruin entertainment experiences. The state wants to make your media experience as pleasant as possible with the application of CALM Act principles to media. This will produce a more pleasant and predictable audio experience for every viewer.
Key Provisions and Implementation
Under the new law, every streaming platform and advertising agency has to follow certain volume guidelines. This means that users will no longer experience jarring increases in volume during commercial breaks, enhancing their overall enjoyment of streamed content. As it stands, the legislation makes bold moves on behalf of Californians. It makes sure they don’t have to suffer through commercials that are several decibels louder than the actual programming.
It’s still unclear exactly how this regulation will be enforced. Industry observers are no doubt watching closely to see what, if any, implication it has. Spotify, for its part, provides the same service with a free tier that intersperses ads in between songs. This feature would likely be under the knife with the new law’s provisions. How these platforms will adjust their advertising practices remains to be seen. They have to be ready to meet the new regulations coming down the pike.
Public Reception and Future Implications
On October 6, 2025, Governor Newsom announced the new law on X (aka Twitter). His announcement whipped up a firestorm of backlash from the general public and industry stakeholders. It’s clear that the majority of Californians want protected legislation or something like it. They are seeking an improved streaming environment free of jarring, obnoxious ads.
As Engadget recently pointed out, this law is significant for a number of reasons. It would have a huge impact on streaming platforms in today’s media ecosystem, which is ever more reliant on digital advertising. As the implementation date approaches, we must pay attention to how various platforms respond to these new requirements. It remains to be seen whether they can walk this fine line between relevant advertising and a good user experience.
