Advertising accessibility

About the project

At egta, we believe in making TV more inclusive. Broadcasters have made significant steps towards widening access to content for those with hearing or vision loss through access services like subtitles, sign language and audio description. TV advertising, however, lags behind. We are, therefore, joining forces with other industry players – advertisers, agencies, digital publishers and trade bodies – to ensure TV and video advertising is made accessible to all.

This section of egta’s Knowledge Hub aims to provide information about accessibility, access services and inclusive design practices in advertising, raising awareness and sharing best practices among egta members, TV/video companies, advertisers, agencies and all other interested parties.

What is accessibility?

Accessibility refers to the practice of ensuring that information, services and environments are accessible, usable and enjoyable for all people, regardless of ability. In advertising, accessibility means ensuring there are as few barriers as possible between all users and the media they consume. Accessible advertising content, whether broadcast or online, should be used, read, viewed, understood and enjoyed by everyone, including people who are blind, deaf or have vision/hearing loss, or people with disabilities, whether physical or cognitive. Accessibility can be understood within the wider context of creating a more inclusive society.

The vast majority of TV ads today are not designed with accessibility in mind or do not have services in place to make them accessible. Click below to learn more about access services and how they are used.

Why Accessible Advertising?

15% of the European population lives with some degree of vision loss, hearing loss or learning/cognitive disability. The European Blind Union estimates that there are around 30 million blind and partially-sighted people living in geographical Europe. According to the World Health Organization, almost 200 million people in the European region experience some degree of hearing loss, with just under 50 million adults living with disabling hearing loss.

Yet, today, most TV ads are inaccessible to many people with disabilities or vision/hearing loss, limiting their access to information about products, services and education that could enable and improve their daily lives. 45% of people with vision/hearing loss feel excluded from access to services and information because TV advertising is not accessible. Advertising content should meet the needs of diverse audiences resulting in everyone having access to the same type of information and contributing to a more inclusive society.

For more information, see our 10 reasons why TV need to prioritise accessibility today.

Testimonials

A testimonial from Thibault Trancart, Brand Manager in Responsible Beauty/Europe Hair Care, P&G

Industry Leaders on Accessibility

Prominent figures in the advertising and marketing industry are recognising the importance of accessibility in their work. Our page features insights from industry leaders who are advocating for greater accessibility and inclusion in advertising.

Accessibility Case Studies

Our library of best practice case studies showcases examples of accessible advertising campaigns and initiatives from various industry players. These case studies highlight efforts by advertisers, agencies, publishers, and other organisations to promote accessibility in TV and video advertising.

Additional Resources

Discover how TV and video advertising can be made more accessible through access services and inclusive design practices. Our page provides links to additional information and resources on this topic.