California: Ads no Louder than the Program

California Governor Gavin Newsom has signed SB 576, aimed at ending commercials that are louder than the shows they accompany—specifically on streaming platforms. The state measure mirrors the spirit of the federal CALM Act (2010), already applied to broadcast and cable, and extends similar expectations to streaming, now a major source of viewing and of complaints about jarring volume jumps.

What the law actually says

Starting July 1, 2026, any “video streaming service” serving consumers in California may not deliver advertisements that are louder than the content they accompany. The statute also clarifies that it does not create a private right of action—so individual viewers won’t be suing directly under this law.

In practice, the law aligns streaming with the FCC’s approach under the CALM Act: it’s not about peak levels but about matching the average perceived loudness between the ad and the program.

The technical frame: loudness, not simple volume

The CALM Act relies on ATSC A/85 (“Techniques for Establishing and Maintaining Audio Loudness for Digital Television”), which specifies how to measure and normalize perceived loudness rather than just controlling peak level. California’s legislative analysis underscores that compliance rests on equalizing average loudness between programming and advertising.

In other words, a spot may still include dynamic moments, provided its integrated loudness does not exceed that of the surrounding content. This reflects long-standing broadcast practices used for more than a decade.

Who’s covered, who’s exempt

The term “video streaming service” covers platforms that make programs or video content available to users via the internet. Explicitly excluded are broadcast stations, cable operators, and multichannel distributors already governed by the CALM Act, as well as ad-free services.

For viewers, the key point is that the rule has existed for linear TV since 2010; the California novelty is its extension to ad-supported streaming (AVOD and ad tiers).

Enforcement and limits

The law creates no private right of action. According to the legislative record and press coverage, enforcement will rest with the state (rather than individual complaints), with the attorney general playing a central role. Industry groups (including MPA and the Streaming Innovation Alliance) have noted the complexity of streaming ad insertion—multiple suppliers, diverse devices, server-side insertion—which makes uniform normalization more challenging than in linear broadcast.

What it means for audio pros and advertisers

For mixers, studios, and advertisers, SB 576 means ensuring that a spot’s integrated loudness is aligned with that of the host program. In practice: routine loudness metering, harmonized delivery workflows (master files, metadata, normalization pre-insertion), and QA audits on ad servers to prevent mismatches introduced during dynamic assembly of streams. These best practices mirror established broadcast norms under ATSC A/85; California now nudges the streaming ecosystem to adopt them consistently.

Why this improves the listening experience

The goal is simple: fewer “jump scares” when an ad starts. Extending the rule to streaming addresses a well-known gap acknowledged by California authorities. While day-to-day enforcement will require engineering effort across platforms and ad tech, the technical playbook already exists and has proven effective in television.

Timeline and what’s next

Compliance is expected by July 1, 2026. Between now and then, platforms operating in California should strengthen loudness normalization across their ad chains and document procedures to demonstrate CALM-style conformity.

What’s your take on extending loudness rules to streaming: welcome relief for viewers or an extra constraint for creatives and audio engineers?