Consumer Protection - Video Streaming Services - Loudness of Commercial Advertisements
HB 985 would prohibit video streaming services from transmitting commercial advertisements to Maryland consumers at a louder audio level than the accompanying video programming or content. The bill defines “video streaming service” as an internet protocol-based service that delivers both video content and ads directly to consumers, while excluding television broadcast stations, cable operators, and other television programming distributors.
The bill adds this requirement to Maryland’s consumer protection law by classifying a violation as an unfair, abusive, or deceptive trade practice under the Commercial Law Article. It also creates a new section in the Commercial Law Article establishing the loudness standard and provides that a streaming service is deemed compliant if it follows applicable Federal Communications Commission regulations under the federal Commercial Advertisement Loudness Mitigation Act and related TV-ad loudness rules. The bill would take effect October 1, 2026.
HB 985 would amend Maryland’s Commercial Law Article to extend consumer protection enforcement to streaming-platform advertising loudness. A violation would be treated as an unfair, abusive, or deceptive trade practice, making it enforceable under the state’s consumer protection framework and subjecting violators to the penalties and remedies available under Title 13, with certain sections excluded. The measure would affect video streaming services that serve Maryland consumers, while leaving traditional broadcast, cable, and other TV distributors outside the new requirement.
Based on the bill text and the limited available context, the bill appears to be framed as a consumer-friendly protection measure with a straightforward regulatory purpose. There is no recorded committee testimony or vote history in the provided materials, so no formal support or opposition is documented here. The overall tone of the bill is preventative and compliance-oriented, aimed at addressing a common consumer complaint about louder commercials on streaming platforms.
The main policy issue is whether Maryland should regulate ad loudness on streaming services in the same way federal rules regulate broadcast television and cable. Potential points of contention include whether the state should impose this standard on internet-based platforms, whether the definition of “video streaming service” is broad enough, and whether compliance should be tied to FCC regulations. Another possible issue is the bill’s exclusion of broadcast stations, cable operators, and other TV distributors, which could raise questions about parity among media providers.