Disabled Brits 50% More Likely to Struggle Accessing Digital Services

Cross-agency Ad Accessibility Taskforce led by the European Association of Communication Agencies (EACA) has released a new guide to improve accessibility across the ad industry. According to Scope, disabled people in the UK are 50% more likely to face obstacles in accessing digital and online services compared to non-disabled individuals.

One in four Europeans live with a disability, yet accessible content appears in only 17% of ads. To improve accessibility across the industry, Europe’s leading advertisers have come together to bring about industry-wide change.

The guide offers practical steps for agencies to improve their accessibility at a strategic level and Bertille Calinaud, regional DE&I director at McCann Worldgroup and chair of the Ad Accessibility Taskforce, said, “Accessible advertising goes beyond compliance – it’s about creating meaningful connections and ensuring everyone is included. With this dedicated guide, we are empowering agencies to proactively lead the charge, giving them the tools and commitment needed to guarantee accessibility is embedded in every ad. If you are unsure where to begin, this is a fantastic starting point. I look forward to continuing to push the charge on disability and neurodiversity inclusion, and I feel very privileged to collaborate with so many inspirational people along the way.

The mini guide builds on ISBA’s Ad Accessibility Network Hub to offer practical steps for agencies to improve their accessibility at a strategic level. The guide is centred around three gold standards:

- Providing accessible multimedia contents

- Ensuring visual accessibility

- Making the content keyboard and screen reader friendly

Bobi Carley, director of Industry relations and inclusion lead at ISBA, said, “ISBA is committed to future-proofing the industry by making media safer, more sustainable, inclusive, and accessible for all. Accessibility has always been at the centre of our work with the Ad Accessibility Network, and I am happy to see industry leaders like Procter & Gamble and Diageo setting the example. Now, EACA is pushing these efforts further by equipping agencies with the tools and confidence to embed accessibility into every ad. Proud to support this dedicated guide – it will inspire more brands to make accessibility a standard part of their business strategy.”

The Ad Accessibility Taskforce is a dynamic cross-agency working group of 20 peers from agencies across UK and Europe who want to make advertising accessible to all. Lead by the EACA, in collaboration with ISBA and the IPA, the group includes DE&I leaders from adam&eve/ DDB, AMV-BBDO, Dentsu, Digitas, McCann Wordlgroup, Ogilvy, PHD Global, Publicis, Recipe, Sixteen by Nine, TBWA, The Bloc, VML and WPP.

Nannette Lafond DuFour, Publicis Groupe chief impact officer, said, “This mini-guide is a great step towards ensuring that all audiences can engage and connect. At Publicis, we believe that accessibility is crucial for executing effective advertising campaigns, and we are happy to empower teams to make it the norm, not the exception. We are optimistic that the mini-guide will result in more accessible content being made available to everyone.”

Jake Bogert, global co-creation director at PHD and client lead for Diageo Future of Media Division, added, “When our messages are truly accessible. we reach more people, communicate more effectively, and build stronger brand trust. Guides like this one play a crucial role in this journey, offering clear, actionable steps to help create content that resonates with all audiences.”

Read more about the guide here.