The UK Advertising Standards Authority (ASA) has ruled that TV advertisers must turn down the volume on ads.
The TV sound levels rule comes into force this week and is intended to minimise the annoyance caused to viewers by TV ads either exceeding an upper sound limit or being generally perceived as too loud.
The ruling states that advertisements must not be 'excessively noisy or strident' and that 'the maximum subjective loudness of advertisements must be consistent and in line with the maximum loudness of programmes and junction material.'
The ASA says that broadcasters 'must endeavour to minimise the annoyance that perceived imbalances could cause, with the aim that the audience need not adjust the volume of their television sets during programme breaks.'
The maximum permitted level of advertisements must also be at least 6dB less than the maximum level of the programme to take account of the limited dynamic range exhibited by most advertisements. X
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