Aug 24, 2026

ADA Compliance for Video: A 2026 Marketing Team's Checklist

Audio description refers to narration that describes important visual details that cannot be gotten from the main soundtrack. Things like an on-screen chart, a product being used or what a speaker on-screen is named. Where most marketing teams should start is basic: plan captions, audio description, a useful transcript, and a usable player before the edit is locked.

That’s operational guidance; it’s not legal counsel. State and local governments really do have that Title II web rule: their web content including video needs to be WCAG 2.1 Level AA. As of September 2026, DOJ lists compliance dates: state and local governments have until April 26, 2027 if their population is 50,000 or more or April 26, 2028 if they serve smaller populations and special district governments. Private organizations fall under Title III; DOJ’s guidance says businesses open to the public must provide effective communication, but it doesn’t set the same technical rule or deadline for every private website. Have your counsel advise on how the law applies to your organization and jurisdiction. 1

Key Takeaways

Plan captioning, audio description, transcripts, and player testing into your production schedule as deliverables, not afterthoughts.

This is the technical standard state and local governments are required to meet under DOJ’s current Title II rule regarding their web content. 1 WCAG 2.1 Level AA

Captions are required on pre-recorded synchronized media. Audio description is required at Level AA when important visual information isn't already described in the audio. 3

Run automated tests on both the page and player, then manually test captions and controls. Just because your automated report is clean doesn’t mean the experience will be accessible. 2

Set the right compliance target
Plan accessibility before production
Build the video page and files
Test the full viewing experience
Prepare for live streams and webinars
Keep useful records
FAQ
Sources

Set the right compliance target

Begin with who is publishing the video and where it will appear. Use the DOJ Title II rule and referenced WCAG 2.1 Level AA standard if your client is a state or local government. Don’t let a private marketing team describe WCAG conformance as a guaranteed legal safe harbor. It is a popular accessibility standard and the applicable Title III analysis may vary by service, facts, and jurisdiction. 1

But that doesn’t change the work. Captions, text alternatives, keyboard access, and visible focus are helpful ways to open your video content to a wider audience. DOJ specifically calls out videos that lack captions and mouse-only navigation as examples of website barriers. 2

Include broadcast television or some cable or satellite programs and you may need to consider separate FCC rules on video descriptions. They have separate coverage and distribution obligations, so verify the delivery channel before assuming a web video checklist is sufficient. 9

Plan accessibility before production

Accessibility is a lot easier to ensure when it has an owner, a line on the brief, and a deadline. W3C also recommends planning for it from the start. Especially since description added as part of a video production can be scripted before filming begins. 7

Add an accessibility pass to the creative brief

Regardless of format or channel, designate one team member to confirm the following before picture lock for each video:

Audience and channel. Create a list of every destination where the video will be published. This includes the campaign landing page, YouTube, LinkedIn, webinar platform, LMS, and broadcast distribution if applicable.
Audio dependent information. Identify dialogue, speakers, music, alarms, audience response, and any other sound that a viewer needs to know about to understand what is happening in the scene.
Visual-only information. Identify charts, demonstrations, lower thirds, slides, gestures, scene changes, and on-screen text that the soundtrack does not describe.
Caption, transcript and description owners. Identify who writes the first draft, who checks it against the final cut, and who approves the content.
Player and page owner. Assign one individual responsibility for testing player controls, focus, captions, transcripts and the page it will be published on before going live.

Write space for audio description

Audio description is more effective when scripted in advance to say what needs to be understood, rather than trying to slip in a description of every camera move after the video is edited. The W3C describes audio description as narration of important visual details, ordinarily placed in pauses in dialogue. It can cover actions, scene changes, on-screen text, and other visual content not available in the main audio. 4

Put your video through a product demo test. If the narrator says, "Select the blue filter, then export the report," the visual action he or she is referring to has likely already been described. If there is a silent flash of a performance chart or an error state screen, make a note to add that description to the script, to the audio description track or to a descriptive transcript. When all important visual information is already contained in the main audio, then according to WCAG, additional audio description is not required. 4

Build the video page and files

Deliverables will vary depending on the media, but most marketing pages including synchronized video require more than just an exported MP4 file. Use this checklist to help determine what should be included in your production scope.

1. Provide captions for prerecorded video

WCAG 2.2 Success Criterion 1.2.2 requires captions for prerecorded audio that is synchronized with media, unless the media is a clearly labeled alternative to text that provides no additional information. Captions include dialogue and meaningful non-speech audio, not just spoken words. 3

Caption files should be saved in a format your player supports. Keep the timed caption file with your final master and proof against the finished edit. Insert speaker identification when it adds value for the viewer. Include relevant sound cues and avoid captioning as if they are subtitles focused only on dialogue. Closed captions can be turned on or off by the viewer if supported by the player; open captions are always visible. 3

2. Provide audio description when the visuals add meaning

WCAG 2.2 Success Criterion 1.2.5 at Level AA requires audio description for prerecorded synchronized media. The audio description should give viewers access to essential visual information that the main soundtrack does not communicate. 4

Description can be added to the main soundtrack during natural breaks, available to the user as a selectable version or track, or paired with an extended-description version if regular breaks do not provide enough time. Determine which option works best with your platform and volume of visual cues. 4

3. Publish a transcript that is useful on its own

Provide a transcript so people can read a text version of the audio. Describe important visual details in a descriptive transcript. W3C identifies descriptive transcripts as an effective method to increase media usability, particularly useful for audiences who need access to both the audio and visual information in text format. 7

Put the transcript on the same page as (or link to right beside) the player and label it clearly. Keep it easy to find, search it, and update it whenever you change the video. While transcripts are useful, they do not replace captions for someone watching synchronized media.

4. Use an accessible player

Test the player, not just the file. The WCAG criterion needing functionality to be available from a keyboard interface also requires that keyboard-accessible controls have a visible focus indicator. 5

Verify that a user can tab to and operate play, pause, volume, mute, seek, fullscreen, captions, and audio-description controls without using a mouse. Test that controls have accessible names and focus does not become trapped behind a custom player interface. If your video player or platform cannot expose captions or description controls in a way someone can use, reconsider how you will deliver your video before going live.

Sign language interpreter hands mid-gesture

Sometimes a sign-language interpretation feed is useful when your audience requires it. This is a separate scope decision from including captions and audio description. If you include sign-language interpretation, test with the interpreter on so they are not moved off-screen by slides, lower-thirds, or platform controls that adjust with screen size.

Test the full viewing experience

Automated testing catches some markup and contrast errors. It can't tell if a caption alters the meaning of a line, if the audio description covers the key visual, or if the video player logic makes sense to someone using a keyboard. DOJ recommends using automated checking in combination with a manual pass. 2

Complete this release checklist on the page as it will actually be hosted, not just on a staging version you plan to export to:

Turn on captions and play the video. Watch the dialogue, speaker labels and meaningful sound information against the final cut.
Play through the audio description track or version. Ensure it reads out visual-only information, but does not replace dialogue needed to understand the content.
Read through the transcript while the video is paused. Does it tell you who is speaking, and describe any visual information required to understand what is being communicated?
Navigate through the player and its menus using only a keyboard. Ensure there is a visible focus indicator on every interactive control. 5
Test the page using the browser and device combinations you expect people to use when accessing your campaign. Make sure the embedded player, transcript link and any registration or contact controls surrounding your video are all accessible.
Repair problems at the source and then retest in the published player. If your captions have been corrected, for example, but the live player won't load or display them correctly, then there is still a problem.

What Compliant Video Actually Looks Like in Practice overview diagram

Prepare for live streams and webinars

WCAG 2.2 Success Criterion 1.2.4 Captions (Live): Provide captions for live audio content in synchronized media (Level AA). W3C clarifies that live captions can be provided using a real-time text translation service. 8

Book and test captioning on your event platform. Rehearse, checking presenter audio, handoffs, polls, screen shares, Q&A, caption control and path to corrected replay. Designate a producer to watch captions during the event. Give that person a backup contact or method if your primary caption service fails.

During replay, publish corrected captions and transcript with your post-event package. If your presentation relies on charts, demonstrations, or slides without audio explanation, evaluate your replay for audio description or a descriptive transcript just as you would review a prerecorded campaign video.

Keep useful records

Document your workflow. Keep a simple record of what was provided. This allows a marketing team to repeat the process for new content and gives accessibility, web, and legal stakeholders a shared view of what was delivered. This record does not replace legal advice or the remediation of an access issue that is discovered.

For future reference, keep all elements of the workflow together. Include the final video master, caption file, transcript, audio-description script or track, player test notes, page URL, reviewer name and date inside the project folder. Document which channels received which files, especially when a campaign is published across platforms with different caption or audio-track support.

For existing libraries, begin with content that shares active public information, generates leads, or supports essential services. Create a remediation queue and publish an accessible way to self-report an access problem. Provide contact information that routes these reports to someone who can respond. The DOJ includes this in their list of website practices organizations may want to consider.2 2

FAQ

What is audio description in a marketing video?

Audio description provides supplementary narration that conveys important visual information not contained in the main soundtrack. It can describe action, on-screen text, charts, scene changes or a person using a product. Audio description isn't necessary when the important visual details are already described in the main audio.4 4

Do captions and a transcript do the same job?

No. Captions are displayed as text while the video plays, so they line up with the spoken words and other audio information. A transcript is a text version of the content that a person can read independently. A fully descriptive transcript would include descriptions of important visual content as well.3 3

Does every private-company video have the same ADA deadline?

No. The current DOJ Title II rule sets WCAG 2.1 Level AA and specified dates for state and local government web content. DOJ's general Title III guidance document for businesses that serve the public spells out the effective-communication obligation but does not provide a specific rule and timeline that applies to all private websites and online content. You should speak with qualified counsel about what standards apply to your organization.1 1

Can automated captions be the final deliverable?

You can absolutely automate part of the process if your workflow allows for it. However, if you use automation to generate captions, you'll still need to check the captions against the final cut to verify the timing is correct and no content was missed. Also, WCAG captions require both speech and meaningful non-speech sounds that are necessary for understanding the media. If your automated file doesn't include those elements, it will not meet that need.3 3

Plan the accessible version before production starts

Kinter can scope out captions, audio description, transcripts and accessible delivery right along with your creative and post-production plan when you begin planning a corporate video or campaign. Contact Kinter or visit our corporate video production page to learn more about which formats, platforms and accessibility deliverables your next production needs.