Gill Seeks to Regulate Advertising Volume on Streamed Shows

SPRINGFIELD, Ill.—State Rep. Mary Gill, D-Chicago, is trying to protect consumer experiences by prohibiting streaming services and the companies that manage their advertisements from showing ads that are louder than the show that a viewer is watching.

“It can be very jarring to be in the middle of watching a show and then experience an ad that comes through the screen at a much louder volume than what you’ve set your controls to,” Gill said. “This isn’t fair to viewers at all.”

Senate Bill 3222 would require streaming services and third-party ad managers to take “reasonable care” to ensure that the audio of ads shown match the volume of the show. An already existing federal law sets this requirement for broadcast TV. Streaming services and ad management companies can follow these same guidelines to be in compliance. If passed, this law would take effect on July 1, 2027.

“This not only makes the viewing experience more stable and smoother for all audiences,” Gill said. “But it could help specific groups feel safer while watching shows. Older people won’t have to worry about being blasted with uncomfortably high audios or unexpected noise levels.”

The bill passed unanimously in the Senate and is awaiting further review in the House.