California has introduced a groundbreaking law targeting the volume of commercials on streaming services, ensuring they are no louder than the primary video content being viewed. This legislation extends the scope of the federal Commercial Advertisement Loudness Mitigation (CALM) Act, which originally regulated ad volumes on broadcast TV and cable stations, to now include streaming platforms. Governor Gavin Newsom signed the bill into law on Monday, marking a significant step in addressing consumer complaints about excessively loud streaming ads. The law, set to take effect from July 1, 2026, mandates that streaming services comply with the same volume standards as traditional broadcasters. Critics, including major players in the entertainment industry, argued that implementing such controls on streaming platforms would be challenging due to the diverse sources of ads and lack of direct control over device volume settings. However, the bill was amended to include a provision preventing private lawsuits against streaming services for violations, leading industry groups to adopt a neutral stance. The legislation was inspired by personal anecdotes, such as that of State Senator Thomas Umberg’s legislative director, whose infant daughter was awakened by a loud streaming ad. This law aims to protect consumers from disruptive advertising practices, reflecting California’s role as a hub for streaming giants like Netflix, Hulu, and Amazon Prime Video.