Samuel Scott

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Digital accessibility might be 2020’s most important marketing trend

by | Mar 3, 2020 | Marketing Essays

My new column is live in The Drum:

A deaf man suing Pornhub for not having subtitles might lead to the internet becoming much more accessible to people with disabilities. Let’s give him a hand.

Six months from now, the European Union’s Web Accessibility Directive will take effect. It was passed in 2016 and mandates that public sector websites and mobile applications in EU member countries must be user-friendly to people who are blind, deaf or have certain other disabilities.

Websites created before September 2018 must comply by 23 September 2020. Those created after September 2018 had a deadline of September 2019. Mobile apps can wait until 23 June 2021.

The EU directive is only the beginning. Additional legislation on the continent as well as in the US and elsewhere means that marcom, product, SEO, UX, design and other teams might be very busy this year. Untold amounts of money in the form of fines and court judgements may be at risk.

One of the most important tasks for marketers in 2020 will likely be something that the industry rarely discusses – digital inclusion.

Read the rest here.

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