No More Jumpscare Ads: Amended California Law Prohibits Noisy Streaming Commercials
An amendment to a California law that takes effect on July 1 requires streaming platforms to maintain a consistent volume across their entertainment and advertising content.
SB 576 adds contingencies for streaming platforms to Division 8 of California's Business and Professions Code, which currently prohibits traditional TV networks from making their commercials louder than their primary content. Under the amended code, streaming platforms will be subject to the same rule. That said, viewers cannot sue platforms directly under SB 576, and enforcement will depend on state authorities, who can act on complaints and require companies to fix volume discrepancies.
Streaming services now need to adjust their ad pipelines for California viewers so that volume remains consistent across all content. These platforms will probably use the same technical standards that TV providers use today, normalizing audio levels across large ad libraries and programmatic campaigns.
Division 8 restricts an ad's overall volume,...
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