The benefits far outweigh the costs, and you may be surprised to learn how cost efficiently accessibility can be delivered for your advertising on digital platforms and broadcast television. Many large organisations are committing to delivering accessible ads as they have measured the impacts. Soon, it may even be a legal requirement in your region.
It's not only the right thing to do - there is a clear business case too.
A business case is strongest when it’s tailored to your organisation’s purpose and goals, but there are some factors that are relevant for every organisation.
As a society, we have a responsibility to create a world in which everyone can access and benefit from the same services and experiences, regardless of having a disability. For too long, people with disabilities have been excluded. Accessibility is about making sure everyone can participate equally, confidently and independently in everyday activities.
The European Blind Union estimates that there are around 30 million people with blindness and low vision living in geographical Europe, with an average of 1 in 30 Europeans experiencing some form of low vision. According to the World Health Organisation (WHO), almost 200 million people in the European region experience some degree of deafness or hearing loss. Access services allow media companies and advertisers to expand their audiences and reach those who have traditionally been excluded.
Accessibility features allow people with disabilities to enjoy the advertising that informs their consumer choices. According to the WHO, people with disabilities make up over 1 billion people globally– this figure is set to increase due to ageing populations and other demographic trends. People with disabilities, therefore, represent a sizeable market. One study estimates that the total disability market influences over $13 trillion USD in annual disposable income – a market larger than China.
Over 3.3 billion people globally have a friend or family member with a disability and almost everyone is likely to experience some form of disability – either temporary or permanent – at some point in life. As disability affects almost all of us in one way or another, greater accessibility is positively viewed by the wider population. In fact, one study found that purpose-driven companies, such as those with commitments to inclusion and accessibility, have a distinct advantage in the marketplace.
Ofcom found that 18% of the UK population (7.5 million people) use closed captions while only 1.5 million of those people are deaf or have hearing loss. 80% of those television viewers, therefore, are using closed captions for reasons other than an auditory disability – they could be non-native speakers or watching in noisy environments. TV content is now available anywhere, anytime and on any device, and users are increasingly watching TV on the go, with subtitles activated. In fact, young people today are almost four times more likely than older viewers to watch TV shows with subtitles, despite being less likely to have hearing loss.
Global advertisers are making commitments to ensure their campaign messaging across all channels is more accessible, with accessibility increasingly considered within the context of wider diversity and inclusion objectives. P&G, for example, aim to make 100% of their advertising accessible by 2025, an important first move that is being supported by other advertisers such as Unilever, Mastercard, Diageo and others as well as the World Federation of Advertisers and the European Association of Communication Agencies. In this guide, you will find some examples of accessible ads made by organisations who have made progress on their accessibility journey.
Organisations such as the RNID & RNIB who champion audiences with disabilities have been campaigning for years on this topic and legislation is soon to be in place that will help to drive better accessibility. The European Accessibility Act (2025) will be rolled out across all EU countries to make products and services more accessible. Learn more about what this means for global organisations.
The technical infrastructure required to deliver access services on TV already exists and is already being used for TV programming, where subtitles and audio description is more readily available. For broadcasters, extending this capability to commercial breaks on their live linear broadcast is not difficult. On digital platforms, many access services are already supported, such as subtitles and alt text, and wider support is being developed.
Photo by Alyza Enriquez for VICE Gender Spectrum CollectionMaking advertising accessible to everyone benefits us all. Accessibility is a large spectrum and includes a variety of individuals from being born with a disability to experiencing disability later in life. At some point, it is highly likely that we (or someone we know) will have the need for accessible products and services or have the need for accessibility day to day.
Research audiences in your local market to understand the potential impact and reach of your advertising accessibility efforts.
For example, in the UK:
1 in 3 adults are d/Deaf, have hearing loss or tinnitus (RNID).
3% of people are blind or partially sighted (RNIB).
15% of people have a neurodiverse condition (ADHDaware).
42% of people use subtitling to aid concentration (StageTEXT).
3 in 5 18-24 year olds prefer to use subtitles (YouGov).
Brands that leverage accessibility, such as P&G, Unilever, Mastercard and Diageo, have started and progressed their journey in expanding their reach to potential customers, growing their businesses, and having a positive impact on their audience and in their markets. In a recent study conducted by Clearcast (Accessible Ads For All), 98% of respondents working in marketing said that accessible TV advertising is important.
As more case studies and research become available, we aim to include links to content within this resource.
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Accessible advertising is important as we look to effectively reach all consumers. Features such as audio description and captions allow those who rely on access services to experience your brand communication as intended.
15% of people have disabilities (source), and your advertising will be playing out to these consumers regardless of whether the assets were developed with accessibility in mind.
Accessible advertising reduces the risk of wastage within your existing media buy because you reach a greater proportion of consumers with your brand messaging as intended. Accessible advertising is critical where aiming for 100% effective reach.
Also consider your consumers and target audiences and look at their characteristics. You may find that certain groups over-index on access needs, and highlighting these aspects can help bolster your business case and identify where your business can make a big impact.
