Creating a fairer Britain
An advertisement includes every form of advertisement or notice or marketing material, whether aimed at members of the public or a specialised audience, including:
Most written and other material published by you is likely to count as an advertisement if its aim is to tell customers or service users about a service.
You can target advertising material at a particular group of people, including a group who share a particular protected characteristic.
But, unless your services are covered by one of the exceptions to equality law, your advertisement must not tell people that, because of a particular protected characteristic, they cannot use the service, or would not be welcome to use the service, or would receive worse terms in using the service.
However, you do not have to make reasonable adjustments in advertising your services.
If you advertise in a newspaper, you do not have to put out an equivalent advertisement on the radio just because disabled people with a visual impairment may not have been able to access the written advertisement.
Equality good practice: what you can do if you want to do more than equality law requires
Even though you do not have to make reasonable adjustments when you are advertising your services, you may want to think about advertising in ways that will be accessible to disabled people with a range of impairments, such as Easy Read information for people with a learning disability. Doing this will help more people to access your services.