tl;dr: Starting July 1, California law extends the federal CALM Act's ad-volume rules to streaming services, banning obnoxiously loud ads. The MPA and Streaming Innovation Alliance opposed the bill, citing technical challenges with server-side ad insertion across varied encoding pipelines and output devices like TVs, tablets, and phones. Compliance will likely require streamers to integrate file-based and real-time loudness controls into their ad workflows—similar to existing broadcast practices, which still drew 1,700 FCC complaints in 2024.