Streaming services such as Netflix, Hulu and Amazon Prime Video will no longer be permitted to raise the volume on advertisements in California, a move that could inspire other states to take up similar legislation.
The new state law, which will take effect in July 2026, requires that streaming platforms comply with a 2010 federal law that prevents ads from playing louder than the program they accompany on cable and broadcast operators nationwide. But that law does not apply to streaming platforms.
