Understanding ADA Compliance in Online Marketing

If a business connects with customers online, accessibility matters. Today, the Americans with Disabilities Act (ADA) doesn't just apply to physical spaces—it also extends to one’s digital presence. That means, if mandated for your business, your website, social media, and online marketing materials should be accessible to everyone, including people with disabilities.

ADA compliance in online marketing focuses on ensuring that people with visual, hearing, or motor impairments can easily use your digital platforms. This mandate includes adding alt text for images, captions for videos, and easy navigation and designs that work well with screen readers and assistive devices.

In general, most businesses open to the public—such as retailers, restaurants, healthcare offices, financial institutions, and professional services—are expected to comply. Even small businesses that primarily operate online may need to meet accessibility standards if they serve the public or receive federal funding.

Healthcare organizations must comply with the Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act, requiring digital content to be accessible to people with disabilities. That means a website, patient portals, and digital marketing materials should meet Web Content Accessibility Guidelines (WCAG) 2.1 Level AA standards, which include:

• Providing alt text for images
• Adding captions and transcripts for videos and audio
• Ensuring compatibility with screen readers and assistive technologies

With one in four adults in the U.S. living with a disability, accessible design makes it easier for each of them to connect with your practice. Going beyond legal compliance and demonstrating your practice's commitment to compassionate, inclusive care, an accessible online presence also benefits SEO, improves patient satisfaction, and helps strengthen your practice's reputation.

Although the ADA is a federal law, state and local regulations can vary. Some states—like California, New York, and Florida—have stronger accessibility requirements and stricter enforcement. It's essential to know the rules in your state to ensure your marketing and website stay compliant.

Remember, every step you take to make your online presence ADA-compliant helps create a more inclusive online experience—one that welcomes every patient and reflects your commitment to offering a compassionate, sensitive, and accessible patient journey every step of the way.