The recent introduction of ads into top streaming services over the past few years has been an interesting transition into what is almost a nostalgic viewing experience for some. Ads have been placed between episodes, during videos, and at the end of episodes, and often without much thought to their content or the product they are selling. For viewers, it can be genuinely jarring to watch a gruesome movie or documentary and then be abruptly thrust into a silly or upbeat commercial for a household cleaner or a coffee chain.
California State Senator Tom Umberg (D) has pointed out a bigger problem with the ads: when served, the volume is sometimes wildly out of sync with the program being watched. This can lead to very loud commercials being laid into quiet programming, which is problematic for the viewer and can cause issues in homes where others are trying to sleep.
Umberg Was Inspired By Parents Whose Baby Was Awakened By Loud Commercials
Umberg developed and introduced a bill that requires streaming platforms to match the volume level of the ads with the content they are serving. Umberg told the Hollywood Reporter that he began the fight after hearing a story from one of his aides.
“Zach [Keller], who’s on the phone, and more importantly, his wife, Richael, said, ‘Hey, look, this seems to be a quality of life issue that babies are being awakened.’ More specifically, [their baby] Samantha’s being awakened now and again by ads that basically get blasted well above the ambient volume of whatever program you’re watching… I do legislation concerning mental illness, a lot of public safety, that kind of thing, but this is a quality of life issue as well. So I thought, you know what? We’ll do it. And little Samantha was in agreement. And so we introduced the bill.”
Umberg has sponsored over 100 bills in his time as a state senator, but said that this was the first time a specific baby has inspired him to author one.
“Well, I’ve got to tell you, having met Samantha, she’s a very compelling both witness and advocate. So once I met her, I couldn’t say no.”
California Governor Gavin Newsom Signed The Bill Into Law
On Monday, Governor Gavin Newsom signed Umberg’s bill into law after it passed through the Senate without receiving a single “no” vote. Never one to pass up a chance at a Dad Joke, Newsom said in a statement:
“We heard Californians loud and clear, and what’s clear is that they don’t want commercials at a volume any louder than the level at which they were previously enjoying a program.”
Umberg said that the Tech Industry raised the only concerns about the bill regarding the technological feasibility of complying with the law, but he maintains faith in their abilities.
“I have great confidence in the entertainment industry. I have great confidence in California’s tech industry that if they can find a way to boost the volume, they can find a way to not boost the volume.”
The Bipartisan Bill was supported by Democrats and Republicans alike, with Republican State Sen. Roger Niello joining the bill as a co-author.
