Christmas ad accessibility: Morrisons

Our accessibility review is now in full swing! To find out more about video accessibility and to check what other adverts have already been reviewed, head over to our Advent countdown page.

Our fourth Christmas advert accessibility review is for the two Morrisons adverts, “Christmas List” and “Free from”.

Captions

This year, Morrisons have two Christmas adverts and sadly the feedback for both is the same. Auto captions have been disabled on their YouTube videos, there are no captions at all for deaf users or a transcript of the video within the video description on YouTube.

Audio description

Both adverts are incredibly visual, with no audio described track to help blind users understand what is going on. The lack of transcript within the YouTube video description means that whilst the audio description would be a great solution to make this video accessible, they have provided no alternative for blind customers.

Screenshot of Morrisons advert

‘Free from’ advert shows a boy encouraging his little sister on what she can eat

Transcript

We can’t find the video on the Morrisons website, so we’ve not been able to see if there is a transcript there. So, with no transcript on the Morrisons YouTube account, there is no text alternative to the advert.

Accessible video player

We’ve not found a video of the advert on the Morrisons website, so there is no video player to check.

The verdict

I am afraid Morrisons are excluding both blind and deaf viewers this year from enjoying their Christmas advert. Not only are their products ‘Free from’, but their marketing campaign is free from inclusion. As the big brother is whispering to his sister “Go On” to encourage her, we say, “Go on Morrisons… make some improvements for your disabled customers!”

To find out more about video accessibility and the other Christmas adverts that have already been reviewed, head over to our Advent countdown page.