Make the case for accessible advertising

It’s the right thing to do, for society and business. 

Accessibility can help businesses to expand their reach, communicate more effectively and improve public perception. 

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.

8 reasons to prioritise accessibility

Understanding audiences

The evidence for effectiveness

Building the case for your business

A smiling disabled woman is holding a remote while sitting with female friends on a sofa while holding a bowl of snacks.

Photo by Morsa Images for Getty Images

Konstantina Bandutova: “The more accessible an ad is, the greater the number of people who see it. Everyone is a consumer; everyone has interests and needs. There is no reason to exclude people with disabilities.” Konstantina is Market Insights & B2B Communications Manager at bTV Media Group
June Johnson: “It is vital that advertisers see audiences with disabilities as potential consumers of their products or services. Adopting accessible advertising means, not only reaching more people, but also demonstrating that their custom is valued.” June is Managing Director at Adtext
Samantha Stetson: “At Meta, we believe that accessibility is essential to creating inclusive and effective advertising platforms. By prioritizing accessibility, we're not only doing what's best for our users, but we're also unlocking new opportunities for businesses to reach a wider audience and drive growth.” Samantha is VP Client Council and Industry Trade Relations at Meta
Sonali Rai: “Accessibility in all areas of life and technology makes a huge difference for blind and partially sighted people, including advertising. Having it included is the difference between someone with sight loss being able to enjoy the same content as their sighted peers, and being excluded from what their friends and family are enjoying. As an organisation, RNIB is passionate about making the world a more accessible place for blind and partially sighted people, so that everyone feels welcome when it comes to engaging with advertising.” Sonali is Media, Culture and Immersive Technologies Manager at Royal National Institute of Blind People (RNIB)
Taide Guajardo: “Simply put, inclusive design isn’t just a nice to have – it’s essential if we’re to continue to serve the needs of all consumers. Designing for people with disabilities inspires us to continue to raise the bar, creating superior solutions that benefit all consumers.” Taide is Chief Brand Officer Europe at P&G
Josh Loebner: “When I see people with disabilities represented in the media, I see somebody else wonderfully gets it. They know that people with disabilities are part of the fabric of our society. Putting them on-screen shows me that people are listening, people are taking action, and people are authentically welcoming them.” Josh is Global Head of Inclusive Design at VML
Teri Devine: “For the millions of people who are deaf, have hearing loss or tinnitus, subtitles and signing are vital services that provide accessibility for video content, including television adverts. Any efforts to improve the awareness of the importance of subtitles and signing in the advertising industry are hugely welcomed by RNID. We hope that it leads to greater provision of accessible adverts for all.” Teri is Associate Director for Inclusion and Employment at RNID

8 reasons to prioritise accessibility today

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.

01 It's simply the right thing to do

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.

02 Greater accessibility means greater reach.

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.

03 People with disabilities are a sizeable market.

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.

04 Accessibility is viewed positively by the general population.

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.

05 Access services are used by audiences without disabilities.

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.

06 Major advertisers and industry bodies are committing to accessibility.

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.

07 Ensuring greater media accessibility may soon be a requirement.

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.

08 Delivering access services for advertising is easier than you think.

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.

Four disabled people of colour gather around a table during a meeting. A Black woman sitting on a couch gestures and speaks while the three others (a South Asian person sitting in a wheelchair, a Black non-binary person sitting in a chair, and a Black non

Photo by Chona Kasinger for Disabled And Here

Understanding audiences

Making 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)

  • 69% of people watch content with subtitles/captions always, often or sometimes. (Differentology)

The evidence for effectiveness

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.


The disabled community and their family and friends are estimated to represent over $13 trillion globally in annual disposable income. Source: Forbes
Less than 10% of ads are accessible, resulting in more than half (60%) of consumers with visual and auditory disabilities missing out on information. Source: egta, P&G research
Test campaigns with subtitles/captions delivered +3% brand cut through and +3% consideration. Source: Differentology
The audio described version of the UK John Lewis Christmas Ad in 2022 achieved higher effectiveness. Source: Ipsos
70% of people in the UK agree they feel more positive towards brands that use subtitles/captions (of those who expressed an opinion). Source: Differentology
98% of respondents working in marketing say that accessible TV advertising is important. Source: Clearcast

Building the case for your business

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, 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.

A woman with a bionic hand is sitting on a coach using a laptop to shop online.

Photo by Anna Shvets for Pexels