A California law targeting loud streaming ads goes into effect July 1

Advertisement broadcasts may become quieter this week.

A California law prohibiting streaming services from displaying ads “louder than the video content” that accompanies them is set to take effect on Wednesday, July 1. (Current legislation already imposes similar limits on the size of commercials for broadcast and cable television.)

Ars Technica notes Streaming services have not shared additional details about how they plan to comply with the law. While the size restrictions only apply to California at the moment, it seems likely that any relevant changes will be rolled out more widely, especially with… Similar draft law It is scheduled to take effect in Illinois next year.

when The law was issued in 2025its sponsor, state Sen. Thomas Omberg, said it was inspired by “every exhausted parent who finally gets their child to sleep, only to get a loud, streaming announcement undoing all that hard work.”

Industry groups including the Motion Picture Association of America and the Streaming Innovation Alliance opposed the bill, claiming that streamers were already working to address the problem and noting that they would have to contend with a variety of output devices, including TVs, tablets and phones.