Have you ever been watching a show when bam!! a commercial suddenly blares twice as loud as the dialogue you were just enjoying? Well, California has a bill for that.
Streaming has reshaped how we watch and how we’re advertised to, but one thing has stayed maddeningly consistent: the jump-scare of an overly loud ad. This week, California turned that frustration into law.
Governor Gavin Newsom has signed a first-of-its-kind measure applying “quiet ad” standards to streaming services, ensuring ads can’t play louder than the programs they interrupt. Modeled on the federal CALM Act, the law aims to make streaming smoother (and a little less startling) for everyone.
And California isn’t alone in reining in the chaos. New Jersey is cracking down on hidden fees, the FCC is pushing “all-in” pricing rules, and Congress is considering national loudness standards for streaming. Even within California, new pricing laws are working to make costs as transparent as the ads that sell them. Together, these efforts mark a broader shift toward a digital marketplace that’s simpler, fairer, and easier to trust. Let’s dive in!
The Background: From Broadcast to Buffering
When Congress passed the CALM Act in 2010, it made a simple promise: no commercial should be louder than the show it interrupts. The Federal Communications Commission (FCC) enforced that rule across broadcast and cable television by adopting audio-level standards to keep viewing comfortable.
But the law was written before the streaming revolution. Platforms like Hulu, YouTube, Disney+ weren’t yet dominant, and streaming ads (often served dynamically through online ad networks) were exempt. As viewing shifted, the old problem resurfaced. Some viewers began muting more, others left ad-tier plans altogether.
We were seemingly all promised on demand without ads, but by 2024, ad-supported streaming had become the industry’s growth engine. Major platforms rolled out ad-tier subscriptions to attract price-sensitive users. But the return of loudness spikes exposed the regulatory gap: state legislators and consumer advocates renewed pressure for reform.
National Ambitions: The CALM Modernization Act
At the federal level, Congress has been looking to extend the “quiet ad” rules that once applied to television into the streaming era through the CALM Modernization Act (S 1127 ). The bill would have updated the original Commercial Advertisement Loudness Mitigation (CALM) Act of 2010, ensuring that ad-supported streaming services follow the same loudness standards as broadcasters and cable operators.
If passed, the measure would have empowered the Federal Communications Commission (FCC) to regulate and enforce ad volume across all major platforms. Key provisions included:
- Extending CALM standards to streaming: The FCC would set rules prohibiting streaming ads from playing louder than the surrounding content, with a one-year compliance extension for smaller or financially burdened services.
- Compliance presumption: Broadcasters, cable operators, and streaming providers would be presumed compliant if they use approved loudness-control equipment and software, though the FCC could review complaints and revoke that presumption if necessary.
- Accountability review: The Government Accountability Office (GAO) would report on the CALM Act’s effectiveness in reducing loudness discrepancies between ads and programming.
- Expanded enforcement: Violations would fall under the Communications Act, giving the FCC stronger tools to address noncompliance.
The CALM Modernization Act stalled in Congress earlier this year, but its intent remains clear: to make ad loudness regulation platform-agnostic. With no revival this year, California decided to take this into their own hands.
California’s “No More Loud Commercials” Law
While Washington debated, California acted. Senator Nancy Skinner’s SB 576, signed into law by Governor Gavin Newsom on October 6, 2025, closes the loophole that exempted streaming platforms from loudness controls.
Key Provisions
- Applies CALM standards to streaming: Ads on streaming platforms must not exceed the loudness of the surrounding program content.
- Compliance deadline: Enforcement begins July 1, 2026, giving companies time to adjust ad delivery systems and sound mastering.
- Oversight and complaints: The California Energy Commission and the Attorney General’s Office will handle enforcement and consumer complaints.
- Technical alignment: Streaming platforms must implement audio-normalization tools or other loudness-control systems similar to those already used in broadcast.
Supporters argue that SB 576 brings long-overdue consumer protections to the modern media landscape, especially as streaming becomes the primary way Californians watch TV. Critics warn that compliance could be costly for smaller platforms and ad-tech companies that must retrofit their systems for dynamic loudness measurement.
Still, the goal is simple: to ensure streaming ads play by the same rules as traditional television. Between the stalled federal effort and California’s decisive move, the writing is on the wall:streaming ads are expected to play by the same rules traditional TV ads have long followed.
Beyond Loudness: The “All-In” Pricing Movement
While California’s SB 576 quiets down the ads, another policy trend is turning down the noise in pricing. Across states and federal agencies, lawmakers are taking aim at hidden fees and misleading price displays; pushing for transparency not just in how ads sound, but in how services are sold.
California’s Honest Pricing Law
California’s SB 478, which took effect July 1, 2024, targets so-called “drip pricing”—the practice of advertising one price, then tacking on mandatory fees at checkout. The law requires that any advertised price include all mandatory charges (excluding taxes and certain shipping costs), so the number consumers see is the number they actually pay.
Key Points:
- Adds “advertising a price that omits mandatory fees” to the list of unfair or deceptive acts under the California Consumer Legal Remedies Act (CLRA).
- Does not control prices—only how they’re presented.
- Businesses can still itemize costs, but the listed price must reflect the total due.
- Includes limited exemptions (for example, restaurant menu fees under SB 1524, if clearly disclosed).
Enforcement is already underway, with early lawsuits and investigations surfacing in sectors like ticketing, lodging, and live events.
New Jersey’s “All-In” Price Transparency Law
Following a similar path, New Jersey’s S 1225, enacted in 2025, requires cable, satellite, and streaming television providers to advertise “all-in” prices. The law covers everything from broadcast programming and regional sports fees to equipment costs; ensuring the advertised price is the real price. Only taxes and government-imposed fees can be listed separately.
FCC “All-In” Pricing Rules for Video Services
At the federal level, the Federal Communications Commission (FCC) adopted “all-in” pricing rules in April 2024 for cable and satellite video providers. These rules require one transparent, total price rather than separating costs into confusing line items. While the policy doesn’t yet cover streaming services, it signals a growing appetite for national consistency in how video providers display costs.
Turning Down the Noise, Turning Up Transparency
From loud commercials to hidden fees, the streaming era has introduced new versions of old frustrations, and lawmakers are finally catching up. California’s SB 576 turns down the noise, New Jersey’s S 1225 and California’s SB 478 turn up the transparency, and federal efforts like the CALM Modernization Act and FCC “all-in” pricing rules suggest national standards aren’t far behind.
At first glance, these bills seem to tackle different pain points (volume, pricing, disclosure) but they share a common goal: making the digital media marketplace clearer, fairer, and easier to navigate.
Why it matters:
- For consumers: No more mid-show jump scares or surprise charges.
- For regulators: Streaming is now the norm, and policy is catching up to reflect that.
- For industry: California’s influence means these standards could soon spread nationwide, simplifying compliance through clearer, unified rules.
Together, these laws form a broader philosophy. One that prizes transparency in every sense. Whether it’s the sound that hits your ears or the price that hits your wallet, the message is consistent: fairness and clarity should be part of the experience.
And for the rest of us? Maybe, just maybe, the next time a commercial comes on, we can stay on the couch instead of diving for the remote.
Image by ChatGPT
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