Škoda DuoBell: A bicycle bell that outsmarts even smart headphones - Škoda Storyboard

Pedestrians wearing headphones are exposed to an increased risk of accidents. In an effort to reduce collisions with cyclists, Škoda Auto, in collaboration with scientists, introduces an innovative bicycle bell whose sound can penetrate even active noise cancellation systems. In doing so, it helps prevent injuries to both pedestrians and cyclists.

Škoda Storyboard

I think it's time for some sort of a safety standard for a sound frequency to be reserved exclusively for alarm/alert use and that ANC systems have to let through.

It goes without saying, use of said frequency should be prohibited for other purposes, especially marketing.

as soon they do that all kind of companies will start abusing it, for example the sound of all smart phone notification will use exactly that frequency
I think this is a really bad idea unless paired with some regime that penalizes inappropiate use of alarms - and most societies don't treat noise pollution as a real problem. For example, people honk all the time even when there are no safety issues. Or have misconfigured home/car alarms. Outlawing using ANC for blocking "fake alarms" only makes the problem worse.

> some regime that penalizes inappropiate use of alarms

Legally, use of horns in traffic is restricted, and abuse can be punished. Doesn’t keep people from honking all the time.

No honk in Switzerland, some honk in Romania, all honk in India. There's no one rule to rule them all.

Regular alarm sounds already do that, because above 1kHz or so it's the cushioning in the device that does the majority of the cancelling. There's a dip in effectiveness before that because to cancel noise effectively it's best to have a latency lower than a quarter of the wave's period.

Also ANC works best on wide-spectrum sounds, so any kind of siren or the cries of a child will go through, as the spectrum is a series of narrow peaks.

However, deaf people are allowed to drive, cycle, walk etc. so sound won't always work anyway.
Ha, I had the same idea before I realized it’ll just be used for ads. It would be cool for pilots’ announcements on a flight, or approaching stations on the train etc. But CVS will use it to tell you to download their app and enroll in ExtraCare Rewards. Or “Did you know you may be due for more than fourteen vaccines all at no cost to you?”