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US Ad Loudness Law Now Hits Streaming
21 Jul
Summary
- New ATSC guidance includes streamers in loudness rules.
- California legislation is driving US-wide changes for ads.
- Ads must now match program loudness levels.
The ATSC has released updated audio loudness guidance, A/85 Recommended Practice, which now encompasses streaming services. This revision mandates that advertisements on streaming platforms must not be louder than the programs they interrupt, aligning them with broadcast and cable standards. This initiative is largely propelled by California's SB 576 legislation, which became effective on July 21, 2026, and applies to services reaching consumers in the state.
The new guidance aims to establish consistency in audio loudness across all television platforms. Previously, while broadcast and cable television adhered to loudness limits established by the CALM Act of 2012, streaming services were exempt. This led to a disparity in viewer experience, with ads often being significantly louder on streaming platforms.
The ATSC's updated A/85 document provides recommendations on various audio management techniques, including measurement, monitoring, and dynamic range control. By adopting these practices, streamers are expected to deliver a more uniform audio experience, similar to what viewers already expect from traditional television formats.
