A law signed by California Governor Gavin Newsom in October aims to put a stop to excessively loud advertisements on streaming services like Hulu, Netflix, and Amazon Prime in the state. The law is a response to these platforms airing commercials at a louder volume than the shows and movies during which they play, as well as a corresponding “troubling jump” in ad noise complaints received by the Federal Communications Commission (FCC). The streaming services are required to implement the ad volume limits by July 2026.

Data from the U.S. Centers for Disease Control and Prevention (CDC) estimates that 12.5 percent of U.S. children and teens have been diagnosed with some form of noise-related hearing loss. But how loud is too loud? According to the World Health Organization (WHO), the loudest you should ever play a personal audio device is 75 decibels, or no more than 60 percent of its maximum volume.