Loud advertising will be illegal on July 1 in California

The Motion Picture Association, which includes Netflix, Disney, Amazon Prime Video, and Paramount, and the Streaming Innovation Alliance, which includes Netflix, Disney, Peacock, and Pluto TV, opposed the bill. The groups argued that “many” advertising services were already trying to control “the promotion of advertising that comes from server-based advertising that does not match the soundness of the programs,” according to the State Assembly’s investigation. (PDF) as of September 2025. Server-side ads may have different volumes due to companies using different court pipelines.

In addition, as the opposing teams have previously pointed out, advertising services must contend with multiple output devices, including TVs, tablets, and phones.

Reporting on how advertising services may comply with California law, advertising TV Tech in December it said: “Advertisers will need to incorporate file-based, in some cases, real-time processing and optimization into their server-side marketing processes, just as they do in their core software.”

The obstacles to controlling the amount of advertising are evident when considering the dissatisfaction that still exists among viewers, cable, and satellite. The FCC said it received “at least” 1,700 complaints of these in 2024, about 825 in 2023, and about 750 in 2022.