H.R. 7308: Turn It Down Act

This bill, known as the Turn It Down Act, aims to modify the existing CALM Act, which regulates the volume levels of commercial advertisements broadcasted on television, by extending those regulations to video programming delivered over the internet using internet protocol (IP). Here’s an outline of what the bill entails:

Key Provisions

• Volume Regulation for Internet Protocol Ads: The bill requires the Federal Communications Commission (FCC) to create regulations within 18 months of the bill's enactment that will ensure the volume levels of commercial advertisements accompanying video programming over the internet will be comparable to those for ads aired on traditional television broadcasts.
• Definition of Video Programming: The bill defines "video programming" as content typically provided by a television broadcast station, including shows and films, but explicitly excludes consumer-generated media, such as videos uploaded by individuals on platforms like YouTube.
• Applicability: This requirement will apply to all forms of commercial video programming transmitted via internet protocol, which includes streaming services and other online platforms that deliver video content to viewers.

Impact on Advertisements

The goal of this legislation is to address consumer complaints regarding the often loud volume of advertisements that play during online video content. By creating similar volume controls for internet-delivered ads that already exist for television ads, the bill seeks to create a more uniform standard across different media platforms, thereby enhancing the viewing experience for consumers.

Regulatory Process

Once the bill is enacted, the FCC will be tasked with establishing regulations that align with this new requirement. This includes determining the specific volume standards and ensuring enforcement mechanisms are in place to monitor compliance by streaming services and other providers of video programming delivered via the internet.

Exclusions

As noted in the bill, it does not cover consumer-generated content, meaning that videos uploaded by individuals or non-commercial creators will not be subject to these volume regulations. This is significant as it maintains a distinction between professional and amateur content production.

Objective of the Bill

The primary objective behind the Turn It Down Act is to improve viewer satisfaction by reducing instances where advertisements disrupt the viewing experience due to abrupt changes in volume, ensuring a more consistent audio experience across different media formats.

Relevant Companies

• AMZN (Amazon.com, Inc.): Amazon Prime Video may be affected by this legislation as it provides streaming video content. The company will need to adjust the volume levels of advertisements to comply with the new standards.
• GOOGL (Alphabet Inc.): YouTube, as a major platform for video content, will also need to comply with the new regulations regarding advertisement volume levels.
• NFLX (Netflix, Inc.): While primarily a subscription service without traditional advertisements, Netflix may be indirectly impacted if it considers introducing ad-supported content in the future.