Under updated ADA Title II regulations, public universities must ensure that all digital “services, programs, and activities” are accessible. This includes digital ads, social media posts, and promotional graphics hosted on both internal and external websites. Because these ads are vital for accessing the University’s programs (admissions, financial aid, etc.), they must conform to WCAG 2.1 Level AA standards. While exceptions exist for certain archival content, active marketing campaigns are never exempt.
Scope of Coverage and Responsibility
UMB is legally responsible for the accessibility of its digital presence, regardless of the creator or the platform.
- University vs. Third-Party Design: Whether designed in-house or by an external agency, all ad created must be compliant. Contracts with agencies should explicitly mandate WCAG 2.1 AA deliverables.
- Placement Responsibility: Compliance applies to ads placed directly by the University and those placed via third-party programmatic networks, agencies, or social media platforms.
- Landing Pages: Every ad (including those on digital billboards) must link to a fully accessible landing page. An accessible ad leading to an inaccessible page is considered a compliance failure.
Requirements by Ad Format
Static Banner and Display Ads
- Alt Text: Must include descriptive alternative text that conveys the exact same information as the image for screen reader users.
- Text Over Images: Avoid embedding critical information solely within an image file. If text is “baked-in,” it must be replicated in the alt text.
- Readable Color Contrast: Text must have a contrast ratio of at least 4.5:1 against the background.
- Accessible Fonts: Use simple, legible fonts. Avoid “fancy” or highly decorative typography that is difficult for users with low vision or dyslexia to read.
Animated and GIF Ads
- Auto-Playing Motion: If a GIF or animation cannot be paused, it must not run continuously beyond five seconds. Avoid using looping GIFs for primary messaging.
- Flash Rate: To prevent seizures, animations must not flash more than three times per second.
- Content Accessibility: All essential text and information must be visible without requiring motion or repeated viewing.
Video and Audio Ads
- Captions: All video ads must have accurate, synchronized closed captions.
- Audio Descriptions: Do not rely on visuals alone to communicate essential information. Ensure that key details are conveyed through narration and/or on-screen text so the message is understandable without needing a separate audio description track. If ad platform allows, provide separate audio description track if required.
- Transcripts: Provide a full text transcript for audio-only content, such as podcast advertisements.
- Platform Features: Manually utilize native accessibility tools on Instagram, LinkedIn, Facebook, and X to add alt text and captions.
- No “Fancy” Character Generators: Do not use special character/font generators in post copy (e.g., 𝔽𝕒𝕟𝕔𝕪 𝕋𝕖𝕩𝕥). Screen readers cannot interpret these symbols, rendering the post unreadable.
- CamelCase Hashtags: Capitalize each word (e.g., #UniversityLife) so screen readers pronounce them correctly.
- Emoji Usage: Use emojis sparingly. Do not use them to replace words because the screen reader’s verbal description of the emoji can disrupt the message.
Digital Billboard Ads (Out-of-Home)
- Dwell Time: Keep the ad static long enough for all users to process the message.
- Visual Clarity: Maintain high contrast and simple compositions for legibility from a distance and for those with low vision.
- QR Codes/Links: Ensure that any QR code displays a call to action with the destination URL, and that it leads to a compliant landing page.
Compliance Checklist
- Alt Text: Does the description match the visual text and context?
- Contrast and Fonts: Is the text 4.5:1 contrast and in a simple, legible font?
- Video/Audio: Are captions synchronized and transcripts provided for audio?
- Social Copy: Is the post free of “fancy” character generators and using CamelCase hashtags?
- Landing Page: Has the destination URL been audited for WCAG 2.1 AA compliance?