When I say I love to see it, I really do mean it in this case.
Channel 4 will be ensuring that closed captions are available for all its adverts in time for the Paralympics in Spring 2026, as part of a new mandate.
I have also read that sponsorship idents will have subtitles as a standard and Channel 4 will “strive” for creative partnerships to have subtitles as well, so accessibility will be at the forefront.
When I came across this news the other week, it made me smile.
For years upon years, deaf and hard-of-hearing viewers have not been able to consume adverts in the same way as the general population.
Their viewing experience should be the same as everyone else, including in advertising.
Our guest blog writer who works in accessibility and audio description, Fern Lulham, wrote: “Any content creator, business owner or even giant corporate organisation knows how hard it can be to grab and hold people’s attention in today’s world.
“It’s no good shouting louder if your yells fall on deaf ears. It’s no good preaching to people who are bound to turn a blind eye. However, this is exactly where I see an opportunity.”
Brands are missing a trick here. They have been the whole time.
Think about it – if around 18 million people in the UK are deaf, have hearing loss or tinnitus – then that’s a hell of a chunk of the population that may not be able to fully engage with your advertisements.
Yes, it’s an extra cost. But where brands see cost, I, like Fern, see opportunity. View it as an investment in your customer base, not just a box-ticking exercise.
If brands even wanted to get ahead of the curve even further, they could
Simply supplying a BSL interpreter isn’t the sole solution for adverts. As I’ve covered previously, not everyone who is deaf knows BSL, so captions are still important.
Channel 4 is making the most of streaming as well. There are more than 30 million registered users, and in 2024, there were 6.5 billion streamed viewer minutes. So, it makes sense to invest in the user experience.
By the end of 2026, streamed content will have subtitles and text descriptions, which is another step in the right direction.
Think about it, if someone is streaming Googlebox on the train and they don’t have their headphones, so they are watching on low or no volume, subtitles enable them to actually watch and enjoy the programme.
If the advertisements don’t have subtitles, you are missing out on targeting that audience. Therefore, that might play into brands’ thinking when they are considering where to place their adverts.
It’s not the first time Channel 4 has been ahead of the curve either. In the 2024 Paralympics, around 60% of the advertisements around the Games coverage were subtitled.
At the time, former Head of Sales at Channel 4, Victoria Appleby, said: “We didn’t hit 100%, however, we are still hugely, hugely happy with that because it was actually a really big undertaking.”
Now they are set for the full monty next year.
Research by The Media Leader found that two in three Brits (66%) feel that brands using subtitles and captions are more trustworthy and engaging.
By making customers who need subtitles and captions for advertisements feel valued and like they trust you, you can build their brand loyalty.
We feel it’s important to highlight best practice when we see it, and Channel 4 is a sterling example of that.
We’re not saying you have to be perfect all of the time, but being more accessible than not is better than nothing. Remember, if you don’t have subtitles on your adverts, you are cutting out a chunk of viewers from being able to engage with your ad.
Channel 4 has set the bar high, and it’s on other broadcasters to catch up.
Take your first steps today and explore subtitles with VoiceBox.
– Hey, I’m Sophie and I’m on a mission with VoiceBox to make media accessible to everyone because if your audience can’t access your content, your message is lost. Our committed team consults, educates and builds relationships that last.