Advertising, as a reflection of society, has the power to influence perceptions and attitudes towards different groups. However, for decades, this sector has left out a significant part of the population: people with disabilities. In this article, we will explore the current state of inclusion in advertising, the challenges faced by people with disabilities, and the steps being taken to improve accessibility in this field.
In Spain, although there were more than 2.2 million people with a visual or hearing disability in 2020, the representation of this group in advertising has been minimal. According to a report by the Spanish Comisión Nacional de los Mercados y la Competencia (CNMC),only 1% of the ads analyzed included people with disabilities, and only 8% were subtitled. This lack of representation is not only an omission, but also perpetuates stereotypes and marginalizes a group that, like any other, consumes products and services.
La guía Ilunion
For many people with disabilities, conventional advertising can be practically incomprehensible. This lack of accessibility creates an information vacuum that affects their experience as consumers, limits their ability to make informed decisions, and undoubtedly creates a disconnect between this considerable segment of the population and brands.
To promote accessibility and inclusion in marketing and communication strategies, in January 2024 Ilunion presented the “Inclusive Marketing and Communication Guide”, as a comprehensive resource that seeks to promote accessibility and inclusion in marketing and communication strategies. Below are the main points it addresses:
-
Importance of Inclusion: Adopting an inclusive approach is not only an ethical imperative, but can also open up new market opportunities and improve brand image. -
Accessibility principles: key principles are presented to ensure accessibility in communication:- Claridad y simplicidad: el contenido debe ser claro y fácil de entender.
- Estructura lógica: la información debe organizarse coherentemente con encabezados y subtítulos.
- Tamaño y contraste de fuente: se recomienda un tamaño mínimo de letra de 12 puntos y un contraste adecuado entre texto y fondo.
-
Inclusive design:- Uso moderado de emojis: colocarlos al final de las frases para no complicar la lectura.
- Hipervínculos claros: deben ser fácilmente identificables.
- Evitar el texto centrado: alinear el texto a la izquierda facilita la lectura.
-
Visual content: The importance of alternative descriptions for images and graphics is highlighted, ensuring that each image has alternative text explaining its function.
-
Inclusive language: avoid sexist or discriminatory expressions and opt for gender-neutral language. -
Communication strategies:- Capacitación del personal: es esencial formar al personal en temas de accesibilidad e inclusión.
- Feedback de la comunidad: involucrar a personas con discapacidades puede proporcionar valiosos insights.
-
Technology and accessibility: The use of tools such as QR codes and NFC technology can facilitate interaction with products and services. -
Accessibility validation: It is recommended that you use tools such as Adobe Acrobat Pro DC and WebAIM to ensure that content meets accessibility guidelines.
-
Practical examples: provides concrete examples on how to apply the recommendations in product labeling and advertising.
You can find more information at:
