California law targeting loud streaming ads takes effect on July 1
California law targeting loud streaming ads takes effect on July 1
加州针对流媒体广告音量过大的法律将于 7 月 1 日生效
Streaming ads might be getting a lot quieter this week. A California law banning streaming services from showing ads “louder than the video content” that they accompany is set to take effect on Wednesday, July 1. (Existing legislation already imposes similar volume restrictions on broadcast and cable TV commercials.)
本周，流媒体广告的声音可能会变得安静许多。加州一项禁止流媒体服务播放“音量高于视频内容”广告的法律将于 7 月 1 日（周三）正式生效。（现行法规已对广播和有线电视广告实施了类似的音量限制。）
Ars Technica notes that streaming services have not shared additional details about how they plan to comply with the law. While the volume limitations only apply to California for now, it seems likely that any relevant changes would be deployed more broadly, especially with a similar bill set to take effect in Illinois next year.
据 Ars Technica 报道，流媒体服务商尚未透露他们计划如何遵守该法律的更多细节。虽然目前这些音量限制仅适用于加州，但相关调整很可能会在更广泛的范围内推行，尤其是考虑到伊利诺伊州的一项类似法案也定于明年实施。
When the law was passed in 2025, its sponsor, State Senator Thomas Umberg, said it was inspired by “every exhausted parent who’s finally gotten a baby to sleep, only to have a blaring streaming ad undo all that hard work.”
当该法案于 2025 年通过时，其发起人、州参议员托马斯·昂伯格（Thomas Umberg）表示，该法案的灵感来自于“每一位筋疲力尽的父母，他们好不容易哄睡了孩子，却被震耳欲聋的流媒体广告吵醒，导致前功尽弃。”
Industry groups including the Motion Picture Association of America and the Streaming Innovation Alliance opposed the bill, claiming streamers were already working to address the issue, and noting that they have to deal with a variety of output devices, including TVs, tablets, and phones.
包括美国电影协会（Motion Picture Association of America）和流媒体创新联盟（Streaming Innovation Alliance）在内的行业组织曾反对该法案，声称流媒体平台已经在努力解决这一问题，并指出他们需要应对包括电视、平板电脑和手机在内的多种输出设备。