Committee advances bill to curb loud ads on streaming services after parent complaint

Sen. Umberg described SB 96 as inspired by a constituent, Samantha Keller, whose sleeping infant was awakened by an advertisement that played at a higher volume than program content. The sponsor said the measure applies to streaming content (including podcasts) and would require that ad volume be kept at the ambient level of the program to reduce startling amplifications.

“Anyone who’s got a baby, you know how important it is to keep that baby asleep,” Umberg said while urging an aye vote. He noted the same problem can occur across streaming platforms and podcasts, where advertisements are sometimes amplified to draw attention.

Sen. Choi asked whether the volume jump is common and whether it could be caused by a user’s device settings. Umberg and Sen. Weber Pearson replied that advertisements are frequently designed with higher amplification to attract attention and that a California requirement may prompt platforms to adopt a consistent standard nationwide.

The committee moved the bill and recorded unanimous support among members present. The clerk reported a 9-0 vote. The sponsor said he would not lose sleep if platforms had to implement changes across jurisdictions, and other members expressed sympathy for consumers frustrated by sudden ad volume changes.

SB 96 now advances from the Business, Professions and Economic Development Committee under a do-pass recommendation for further consideration in subsequent committees.