California bans loud ads on streaming platforms
The state, home to Netflix and Hulu, has declared volume on adverts cannot be louder than the content people are watching.
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The law, which says adverts cannot be louder than the primary video content being watched, builds on a federal one that sets the volume of ads on broadcast TV and cable stations to include streaming platforms.
Opponents, including the influential entertainment industry, had argued it would be difficult to implement because streaming services do not have the same control over ad volume as broadcasters.
California is home to the headquarters of streaming platforms Netflix and Hulu, and Amazon produces many of its Prime Video shows and movies there.
In 2010, Congress pass the Commercial Advertisement Loudness Mitigation (CALM) Act to dial down the volume on TV and radio stations.
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