Public Consultation announcement: adding audio description to TV Commercials

Post date: 
Thursday, 13 December 2018
Category: 
TV, Radio and Film

Broadcast Committee of Advertising Practice (BCAP) is consulting on the regulation of TV advertisements that include content provided by means of audio description.  The regulator for broadcast advertising is especially interested in understanding the experience of end users, and whether its current approach to this service is appropriate.

In response to this, RNIB will be recommending that all TV advertisements must endeavour to make key information clear through audio. 

Find out more and have your say

The consultation refers to both, advertisements that are already on-air and the ones under production or planning. In our response, briefly, we will be asking for:

  1. All advertisements must be comprehensible through audio only. It is up to the brand and its creative team to decide whether this achieved by adding audio description or by integrating accessibility within the creative structure of the advertisement
  2. If advertisements do not allow the inclusion of audio description because of their short duration then the audio description track can go over or replace the main soundtrack of the advertisement. It is important to note here that audio description is delivered as an alternate track and will be heard only by people who have activated audio description on their TV or other media devices.
  3. In addition to this, we will also ask for alternative means to access the text on screen such as claims and disclaimers when these cannot be included in audio because of the short duration of the advertisements. 

You can email your response to [email protected]

The consultation ends on 7 February 2019.