Canadian regulator orders quieter TV ads

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OTTAWA, May 8 (UPI) -- Canadian broadcasters have until Sept. 1 to ensure television commercials are the same volume as regular programming, the federal regulator ruled Tuesday.

After receiving thousands of complaints in recent years, the Canadian Radio-television and Telecommunications Commission ordered an end to loud commercials that lead to viewers reaching for mute or volume buttons, Postmedia News reported from Ottawa.

In two months of public hearings earlier this year, more than 7,000 Canadians "overwhelmingly" opposed the blaring volume discrepancy, the CRTC said.

By Sept. 1, all Canadian broadcasters will have to conform to the international regulatory Advanced Television Systems Committee's guidelines for volume "smoothing."

CRTC acting Chairman Leonard Katz said he didn't expect resistance from broadcasters.

"We have every expectation that the industry will take the necessary steps to meet our deadline and provide relief to viewers," he said.

Similar volume measures are being implemented in other countries, including the United States.