New ITV subtitling rules to be introduced in January

ITV will be required to broadcast subtitles on 100% of advertisements network-wide from January 2027. The rules cover all of ITV’s linear broadcast channels as well as streaming, and region specific advertisements.

Similar rules were introduced across the Channel 4 portfolio earlier this year to coincide with the Winter Paralympics. It comes after hard campaigning for deaf rights activists who complained of a lack of subtitles during advert breaks. Until now it was a choice for advertisers to use subtitles during their adverts rather than an obligation.

However, unlike almost every other broadcaster in the UK, ITV often broadcasts exclusive advertising for certain regional audiences, and many of the companies that advertise to these specific demographics lack the money and resources to subtitle their campaigns.

Speaking on the new rules, ITV’s director of business development said “Reaching 100% subtitled advertising has been a long-term goal, but has been a unique challenge due to the number of small brands that we work with regionally. We’re proud that not only are we mandating subtitles across our advertising, but that we’re ensuring that it is also available at a low cost point for our smaller advertisers that we work with, marking a milestone for both our advertisers and viewers.”

Channel 5 and Sky have yet to publicly disclose plans to mandate subtitles during ad breaks.