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