Most manufacturers are trying to advance an industry standard of dB(A) at 7 meters (23 feet) with measurements for zero load, 1/4 load, 1/2 load or full load.
The European Economic Community has a product standards for generators which allow for a maximum sound level of 71 dBA at 50 feet for low rated electrical output and 73 dBA at 50 feet for high rated electrical output.
The National Park Service prohibits devices and equipment which exhibit noise greater than 60 dBA at 50 feet.
Cummins/Onan uses a dBA at 10 feet rating.
Here is an interesting study by an RVer on generator noise:
http://www.klenger.net/RVing/Electrical_Generator_Noise/index.html