Is RTÉ Ready to Make Ads Truly Inclusive like Channel 4?

What’s up, EqualityWorx fam? If you’ve been clocking media shifts in the UK, you probably saw Channel 4’s bold new move. From spring 2026, every single ad – whether it airs on old-school telly or streaming – will have to include closed captions, subtitles, and meet proper accessibility standards. This isn’t just performative progress; they’re backing it with £10 million in free ad space and direct support to help brands walk the walk.

So… what about Ireland? RTÉ, our national broadcaster, plays by a different set of rules. Funded partly by the public and partly by commercial revenue (yes, ads), RTÉ’s job is to balance public service with attracting advertisers. But with Gen Z and second-gen Irish communities demanding real visibility and access, we have to ask: Is RTÉ ready to raise the bar?

RTÉ’s Double Life: Public Mission, Commercial Hustle

Let’s break it down. RTÉ gets around 55% of its income from the €160 annual TV licence fee. For 2025, that’s expected to total €225 million, including new government funding. Sounds solid, right? Not quite. That public cash doesn’t cover everything. So RTÉ runs a commercial arm – think ads, sponsorships, branded content – to fill the gap. And that means the type of ads it runs, and how accessible they are, matters a lot. Because when inclusion in ads is optional, marginalised voices stay just that – marginal.

Meanwhile, Channel 4 Is Setting the Pace

Channel 4 is not here to mess around. Their Inclusive by Design standard will make captions, subtitles, and audio descriptions mandatory across all ads. Sponsorships, brand deals – everything will need to meet inclusion guidelines, including how disability is portrayed. They’re even releasing a digital handbook to guide agencies and brands. This is inclusion done right – not just who’s in the ad, but how everyone can experience it.

Ireland’s Ad Space: Progress, But Patchy

RTÉ isn’t ignoring inclusion. It’s made real strides with programming, and initiatives like Creative Futures aim to amplify underrepresented voices. Mental health, gender equity, and social justice campaigns? They’re happening. But when it comes to ads – not content – the landscape is murkier.

There’s no system-wide requirement for captions or audio descriptions. Virgin Media Television has experimented with accessible ad breaks (shoutout to their Six Nations partnership with Guinness), but these are isolated wins, not industry standards. And while Ireland’s regulators are starting to move, the rules are still soft. The European Accessibility Act kicks in mid-2025 but won’t fully cover broadcast advertising. Ireland’s media watchdog, Coimisiún na Meán, has released diversity guidelines – but they’re not binding.

Why This Really Matters for Gen Z and Second-Gen Ireland

For Gen Z – especially kids of immigrants – media isn’t just about being seen. It’s about belonging. When captions are missing or diversity is tokenistic, it’s a clear signal: “You’re not who we made this for.” That doesn’t fly any more. More than 20% of Dubliners now have migrant roots. Our media needs to evolve with us. Inclusion isn’t just about visibility – it’s about access, nuance, and actual respect. Channel 4 gets that. RTÉ should, too.

What RTÉ Can (and Should) Do Next

If RTÉ wants to lead, here’s the starter pack:

• Make accessibility mandatory – captions, subtitles, and audio descriptions across all ads.

• Set standards for inclusive brand partnerships – not just in programming, but advertising too.

• Push regulators to enforce accessibility, not just “suggest” it.

• Upgrade tech so streaming and broadcast platforms can actually support inclusive formats.

• Co-create with the community – involve Gen Z, disability advocates, and multicultural groups in setting the bar.

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