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Streaming services such as Netflix, Hulu And Amazon Prime Video Now the amount of advertisements will not be allowed to increase California, A step that can motivate other states to adopt a similar law.
The new state law, which will be effective in July 2026, comply with the streaming platform for the streaming platform 2010 federal law This prevents advertisements from walking in a loud voice compared to the program running on cables and broadcasting operators across the country. But that law does not apply to streaming platforms.
California is the first state to pass a law that clearly binds streaming services to follow the federal rules on advertising quantities.
After signing the bill, Governor Gavin Nusom said in a press release on Monday, “We heard the Californians loudly and clearly, and what is clear is that they do not want advertising in a loud voice that they were enjoying a program earlier.”
The bill was introduced in February by the California state Senator Thomas Gorde, which represents parts of the Northern Orange County. G -Gord said that it was inspired by his legislative director, Zack Keller, who complained that his newborn daughter Samantha was awake due to fast advertisements.
“This bill was inspired by Baby Samantha and every tired parents who finally put a child to sleep, but a bang streaming advertisement turned all the hard work.”
Rachel Keller, mother of Samantha, Told CBS News: “Many times, we have so low the volume that we just have to run a subtitle and yet, the commercial advertising volume is so ear-piercing that it wakes it up.”
Bill initially faced opposition from Motion Picture Association Streaming innovators allianceWhich represents more than 20 streaming platforms including Max, Netflix and Peacock.
He argued that platforms cannot directly control the sound on advertisements because unlike broadcasts or cables, they are not necessarily sold directly on the platform.
The two groups stopped their protest after Umbarg added a provision, which stops private parties, any non-government group or individual. From the trial for the case, As Los angeles time,
In 2023, Democrat Senator Sheldon Whitehouse and Representative Anna Ishu Pur: A “modernized” version of the law was also created to cover streaming services, but it could never land on the ground. It is not clear whether the California law may promote a fresh national effort.
Independent Amazon, Warner Brothers, Netflix, HBO and Streaming have been asked to comment from Innovation Alliance. The Motion Picture Association refused to comment on the story.