SACRAMENTO — New California regulations targeting advertising on streaming services and food product date labeling took effect on Tuesday, aiming to address long-standing consumer complaints about loud commercials and confusing expiration dates.
The measures, Senate Bill 576 and Assembly Bill 660, apply to platforms and products serving the state’s market, one of the largest in the U.S.
Under SB 576, video streaming services must ensure that advertisements are not broadcast at a higher volume than the accompanying shows, movies or other content. The law extends federal rules already applicable to traditional television broadcasts to the streaming era.
Streaming platforms including Netflix, Hulu, YouTube and Amazon Prime Video that serve California viewers are required to comply starting July 1, 2026. Officials have not released immediate details on enforcement mechanisms or potential penalties.
Separately, AB 660 standardizes food date labeling to reduce consumer confusion and food waste. Manufacturers can no longer use consumer-facing “sell by” dates on most packaged foods sold in the state. Instead, labels must use “best if used by” or “best if frozen by” for quality dates, and “use by” or “use or freeze by” for safety dates.
The requirements apply to food items manufactured on or after July 1, 2026, with exceptions for eggs and infant formula. Retailers are prohibited from selling non-compliant products. The California Department of Food and Agriculture is overseeing implementation.
Industry groups have previously expressed concerns about updating packaging and supply chains, while consumer advocates welcomed the changes as steps toward clearer information for shoppers.
Both laws were signed by Governor Gavin Newsom in 2025. State officials said the regulations reflect California’s ongoing efforts to update rules for digital services and consumer products.
The impact on streaming companies and food manufacturers is being monitored, with further details on compliance expected in coming weeks as the rules take hold.
