Making advertising accessible to all

Inclusion, an essential responsibility

To mark its 40th anniversary, RMB, in collaboration with RTBF, has published a white paper on advertising accessibility, with a clear objective: to make audio description and subtitling the norm for all television advertising in Belgium. This initiative aligns with UBA’s values, and the organisation fully supports this step towards more inclusive communication.

Advertising is a powerful driver of social transformation. Yet 2.2 billion people worldwide experience visual impairments or blindness, and nearly one billion experience hearing difficulties (WHO, 2023). RMB emphasises that accessibility can no longer remain a blind spot. Being exposed to advertising should be a right, not a privilege. 

A technical… yet realistic mobilisation 

The white paper details the adjustments required at every level of the advertising chain, publishers, media sales houses, studios and advertisers, to make content accessible. In parallel, RMB is training its teams to support brands in creating audio-described and subtitled spots. The objective ? Removing barriers to inclusion and encouraging rapid nationwide adoption. 

Pioneering brands lead the way 

Procter & Gamble will be the first advertiser in Belgium to launch a campaign that includes both audio description and subtitling. Starting in 2026, this campaign for the Lenor brand will be broadcasted on RTBF channels and, soon, on France Télévisions. 

A call to action for the entire sector 

This white paper is not just a technical guide: it is a strong signal to the whole sector. Accessibility is not a constraint; it is an opportunity. An opportunity to reach audiences more affectively, strengthen brand reputation and embody concrete values of diversity and inclusion. 

UBA invites all stakeholders to take up this important topic. Together, let’s ensure that advertising is accessible to everyone. 

Please note that the white paper is only available in French.