The long arm of the CRTC has reached out into Canada’s living rooms, asking broadcasters to turn down the volume on loud TV commercials in response to viewer complaints.

The idea is that Canadian TV viewers will no longer have to reach for their remotes to control the volume when regular TV programming cuts to commercials.

The regulator is instead compelling broadcasters to ensure that programs and ads remain at the same volume.

“Over the years, we have seen a steady increase in consumer complaints about loud ads,” CRTC chair Konrad von Finckenstein said Tuesday.

“Broadcasters have allowed ear-splitting ads to disturb viewers and have left us little choice but to set out clear rules that will put an end to excessively loud ads. The technology exists, let’s use it,” he said.