The volume is being turned down on television advertisements.
Television New Zealand is decreasing the decibel limit from Sunday, with other networks following suit from next year.
Television viewers have complained for years that advertisements sound louder than the programmes.
A study commissioned by Television New Zealand found 94% of the viewers surveyed noticed a difference in volumes, and a third said it was a big problem for their viewing experience.
As a result it is introducing a lower maximum decibel standard for ads this week.
The Communications Associations Agency, which represents advertising agencies, says agencies will now have to be more creative and witty to attract attention.