A new California law takes effect today banning streaming services from playing louder ads than the content they’re showing. This means no more jarring interruptions for tired parents trying to keep their children asleep.

While this legislation only applies in California for now, industry insiders predict it could spread as a similar bill is being considered in Illinois next year.

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.”

Industry groups like the Motion Picture Association of America and the Streaming Innovation Alliance opposed the bill. They argued they were already working on solutions and had to deal with various output devices, from TVs to tablets.