05/08/2012 02:17 EDT | Updated 07/08/2012 05:12 EDT

CRTC orders TV ads to turn down the volume

The CRTC published today its final set of regulations requiring television advertisers to tone down the loudness of their TV ads.

The Canadian Radio-television and Telecommunications Commission now says that companies must adhere to the Advanced Television Systems Committee’s (ATSC) standard for measuring and controlling television signals in order to maintain their broadcasting licences.

"The rules we published bring us a step closer to our goal of eliminating loud TV ads," said Leonard Katz, the CRTC's acting chair.

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

The agency published draft guidelines in December and gave broadcasters a chance to respond. With the new rules published Tuesday, broadcasters will have until Sept. 1 to comply.

The CRTC says it has been flooded with complaints from consumers about abrasively loud television ads.

Other countries, including the United States, are also dealing with the issue.