4.6 Web Content Accessibility Guidelines Legal Compliance Suggestions

About WCAG 2.0

The Web Content Accessibility Guidelines establish a set of standards to help websites conform to the Guidelines so that people with disabilities can still interact with and use those websites. These are important for any customers who may have accessibility needs, and may want to purchase from your Web Store. 

Why Implement?

The WCAG help customers with accessibility needs shop online and use the Internet freely. 

Though there are currently no strict legal repercussions for websites that do not adhere to these standards, in January 2017 the Department of Justice adopted WCAG 2.0 Levels A and AA as their accessibility standard across DOJ websites. The DOJ stated that they were working on a proposed list of rules for public websites that they might release in 2018. This information in conjunction with their adoption of the WCAG Levels A and AA may be indicative of their future intentions. 

Taking measures to implement WCAG before a Federal standard for accessibility guidelines is put into effect is advised. To directly read the United States laws in regards to accessibility, please click here.

Levels of Conformance

There are three different levels of conformance, beginning with Level A as the minimum. That is the only level required to assist any customer that might visit the website to complete a purchase seamlessly, even if they are using an accessibility tool such as a voice control software. It also helps to avoid any unnecessary legal pressure because your website already conforms to the same requirements being met by the Department of Justice on their websites. 

Suggested Methods For WCAG Conformance

The following information will help you create website content that will fall in line with the rest of the website's structure, which has been adjusted to comply with WCAG Level A standards. 

Regarding Page Titles (Text Content)

It is crucial to have clear page titles that designate exactly where the customer currently is, and share some kind of topic or purpose for that page.

For example, if you have built a page on the grooming options available in XYZ stores, you could name the page "XYZ Grooming Services and Participating Locations." This makes it explicitly clear to any assistive software and visiting customers. 

Tip: Keep this in mind when you are building Category or Content pages for your Web Store. 

Goals? This helps to tell the website user where they are, or enable them to go somewhere else. 

Regarding Labels and Instructions (Text Content)

In any form, every field must be provided with clear instructions that explain the context of the input field and its purpose. 

For example, if you have an employment application on your website you may want to ensure that each and every field is accompanied by explicit instructions as to how it must be filled out. 

Goals? People with some disabilities may have difficulty with input. This helps ease the use of input fields. 

Regarding The Use of Color (Text or Media Content)

Color must not ever be used as the only way to indicate information, a necessary action, prompt a response, or distinguish an element from the rest of the page. 

For example, a form that has required fields should not use color to convey that requirement. Instead, the form could use an asterisk to indicate the required fields. 

Goals? To help customers with partial sight or limited color vision, older customers, customers with text-only or monochrome displays, or customers using Braille displays understand important information on the page regardless of the use of color. 

Regarding The "Three Flashes or Below" Threshold (Media Content)

Web pages cannot contain anything that flashes more than three times in any one second period. 

For example, an animated GIF does not have to contain any quick flashes of light.

Goals? This is the lowest threshold for people with seizure disorders. Not everyone with a seizure disorder is aware that they have the disorder until it strikes. Warnings do not work well, as children may not be able to read them. 

Regarding "Non-Text Content" (Media Content)

There must be text alternatives for any non-text content. Examples include a CAPTCHA, an animation, a data chart, or time-based media. 

Tip: Include a caption with any non-text item on a web page.

Goals? To ensure that anyone who is blind, with low vision, or other visual impairments may still be able to understand the content on the web page.

Regarding Time-Based Media (Media Content)

Time-based media must have its own text alternative, captions, or an equivalent text descriptor. Time-based media could include: prerecorded audio-only or video-only content, or live audio-only or video-only content. 

For example, a video ad could have its own captions, an audio-recording of a speech could include a transcript, or an animation with sound might have a description below it. These would all be acceptable substitutes. 

Goals? To ensure that anyone with visual impairments, or someone using an assistive software or device, will be able to consume the available media.

Regarding the Purpose of a Link in Context (Text Content)

The purpose of every link must be capable of being determined from the link text alone, or the link text and its context. 

Example: The link for dry dog food says "Dry Dog Food"

Goals? To ensure that any user can easily determine the purpose of a link and where it might lead.