Starting on September 1st, the CRTC is requesting that Canadian digital broadcasters and distributors hit the volume controls to prevent excessively loud TV ads.

Jean-Pierre Blais, Chairman of the Canadian Radio-television and Telecommunications Commission reiterates: "Canadians will be able to enjoy their favourite television programs without having to adjust the volume during commercial breaks. We appreciate the efforts undertaken by the broadcasting industry to conform to the new standard and ensure that programs and commercials are transmitted at a similar volume."

Canadian broadcasters must now adhere to an objective international standard for measuring and controlling television audio levels to minimize fluctuations. However, since the US has until the end of the year to adopt the standard, Canadian viewers watching the over-the-air signals of American television stations may still be exposed to louder ads.

The move follows the 7,000 complaints registered with the CRTC in 2011.

Viewers are being encouraged to complain directly to broadcasters if they think advertisements are still too noisy, and follow up with the CRTC if the problem continues.

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