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The EBU standard (which is slightly superior to ReplayGain) was released in 2010. Though ReplayGain was created in 2001 and was seen as best practice by audio enthusiasts, rational ways of normalizing levels didn't hit the mainstream until the 2010s. In the broadcast world, it resulted in overcompressed, overly loud channels, as well as ANNOYING COMMERCIALS WHICH ARE MUCH LOUDER THAN THE PROGRAM MATERIAL TO GRAB YOUR ATTENTION.
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In the world of CDs it led to the loudness war (see wikipedia). Part of the idea is that without a standard for loudness, people try to get more attention by making their material louder than everyone else's using dynamic range compression. It has extremely poor correlation with human-perceived loudness. Peak signal normalization is NOT a reasonable way to standardize levels. But there is no real disagreement that setting a LUFS target is the proper way to normalize and that the target should be relatively low. Some people recommend ReplayGain's target of -18, or something in between. The EBU standard of -23 seems to some to be overly affected by broadcast needs and too much of an adjustment for other audio. There is some difference of opinion about what the target level should be. It defines an algorithmic measure (LUFS) which very closely matches human-perceived loudness and gives a standard loudness level for recorded works. If you've ever heard of ReplayGain, the standard does much the same thing.
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Though the EBU and the BS series at ITU are broadcast-related, the standard isn't just intended for broadcasts.