It's not just the ads. The shows are louder too. This is in large part due to the poor quality of speakers in many modern TVs. Same reason for the loudness war

It's not just the ads. The shows are louder too. This is in large part due to the poor quality of speakers in many modern TVs. Same reason for the loudness war in music. The audio is mastered to sound good on bad speakers. It's more dramatic / noticeable in ads because you're watching a bunch of spots run back-to-back in a a relatively short period of time. The content of the ads are produced to be more attention grabbing and clearly define the start/end of each spot. IMO trying to regulate something like this is pointless. They'll just find new ways to be irritating until that model stops working for them.