Advertising should be for everyone. Yet, 1 in 3 UK adults are deaf, have hearing loss or tinnitus - 18 million people who may struggle to access TV ads.
Adding subtitles is the simplest way to make your advertising inclusive. Subtitles help viewers understand your message, whether they have hearing loss or simply prefer captions.
UK broadcasters support subtitles across most platforms, and demand is growing. From Spring 2026, Channel 4 will require subtitles for all new ads.
Accessible advertising isn’t just the right thing to do—it expands your reach, connects with a wider audience, and reflects positively on your brand.
Find out more at https://adaccessibility.org/ and see our guide below for actionable tips:
- How to add subtitles to your TV ads
- What options are available across UK broadcasters
- Why accessibility helps you connect with more of your audience