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ITV has committed to making closed-caption subtitles mandatory on all ads by January 2027

Sat, 19 Sep 2026 23:08:05 +0200

The company, which has around 2000 different advertisers, will now have subtitles available on all its adverts, including those made by SMEs.

In addition to asking its bigger advertisers to comply and to ensure the new mandate is achievable for all advertisers, ITV has created a new low-cost service specifically for its new-to-TV SME advertisers to provide them with subtitling on their TV ads. This supplements the existing offering from ITV’s in-house production team, which already makes around 1,000 ads a year at cost.

Best in Class Burnt-in Captions Example: Liberty Beauty Advent Calendar 2026

Thu, 10 Sep 2026 10:36:13 +0200

Best in class ad with burnt-in captions example

Captioning Key - Sound Effects and Music

Sat, 19 Sep 2026 22:54:26 +0200

Published by Described and Captioned Media Program

Clearcast Ad Audio description for reach and accessibility

Sat, 19 Sep 2026 22:53:44 +0200

Clearcast offers an audio description (AD) service: a professionally written, recorded, and mixed narration track describing on-screen action for blind and partially sighted viewers, timed into natural dialogue gaps.

Channel 4’s new subtitles rule: a CMO playbook

Thu, 09 Jul 2026 17:23:28 +0200

What’s changing: From 1 March 2026 Channel 4 will require closed‑captions on all new advertising creatives, across both linear and streaming (including sponsorship idents).

Why it matters for your brand: Subtitled ads improve reach, perception and accessibility with audiences who use captions (whether they need to or prefer to).

What to do now: Update brand/production guidelines, budget for closed captions (£200 per TVC with us) and talk to the agencies you work with.

Everyone is Watching with Captions On - 2026

Mon, 08 Jun 2026 15:33:40 +0200

In the latest report from XR they highlight a new XR study which shows captions are the new default for younger viewers

Top accessible Christmas ads 2025

Mon, 15 Dec 2025 18:08:40 +0100

Christmas ads get a lot of attention every year, but one of the most encouraging shifts has been how many brands are finally thinking about accessibility from the start. More ads now come with captions you can read, audio description that explains what’s happening on screen, and clearer visual storytelling that works even if you’re watching on mute. It’s a small change for brands but a big difference for anyone who normally gets left out of these big cultural moments.

An accessible Christmas ad is one that people can follow no matter how they watch. That usually means reliable captions, steady pacing, recognisable visual cues and narration that gives context. Some ads go further with dedicated audio-described versions or built-in descriptive voiceovers. Together, these choices make festive advertising feel more open, more thoughtful and more reflective of the audiences who see it.

Matalan Makes Every Moment Shine This Christmas With "It's Showtime"

Thu, 18 Jun 2026 17:30:18 +0200

This Christmas, Matalan takes centre stage with “It’s Showtime,” a new multi-channel campaign celebrating the joy, pride, and excitement customers feel when preparing for the festive season. After all, Christmas isn’t just any show – it’s the show and Matalan is here to help its customers make it a masterpiece. Developed in collaboration with McCann Manchester, the campaign continues to deliver on Matalan’s everyday style, quality and value showcasing collections across homeware, womenswear, menswear, and kidswear, positioning the retailer as the go-to destination for creating a show-stopping Christmas.