BAT : Accessibility made easy

| April 1, 2022

A well written accessibility statement, free from ‘corporate-speak’

Website screen shot

The feature

BAT, the UK-based tobacco company, has an accessibility page on its corporate website, which is signposted from the universal footer. The page is a text-only explanation of the standard to which the website is currently operating, its future aspirations, and areas where accessibility features are lacking. It also includes a contact link for visitors that require assistance.

The takeaway

Accessibility pages are rarely exciting to read, but BAT’s simple yet informative approach is appropriate. It is also an example for companies who want to add an accessibility page without taking up too much development time or money.
 
In recent years we have noticed corporate messaging around wider responsibility related topics creeping into accessibility statements. When done well, the addition of some corporate messaging can help to add context and support claims of a genuine commitment to online accessibility. When done poorly however, it undermines transparency, potentially damaging goodwill among visitors.
 
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Our Bowen Craggs Club membership has enabled us to benchmark all aspects of our digital presence against global all-sector best practice, share lessons and ideas with peers, and get both quick-win and longer term recommendations for improvement. Bowen Craggs is also providing us with valuable advice on our approach to online communications following the acquisition of G4S by Allied Universal.”
 

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