They’re about to. UK broadcasters are moving towards subtitles on every TV ad, so it’s worth building them in now.
What’s changing
Channel 4 moved first. ITV is making subtitles compulsory on ads from January 2027. Expect the others to follow.
The reason is simple. Millions of people in the UK are deaf or hard of hearing, and many more watch with the sound down. An ad without subtitles misses them.
What it means for your ad
- Plan the end frame. Subtitles sit at the bottom of the screen, where phone numbers and legal text often live. Leave room for both.
- Write a tighter script. Fewer words make better subtitles. It’s good discipline anyway.
- Budget for it. Subtitle files need making, checking and delivering with the ad. It’s a small cost, but it’s another deliverable.
- Check older ads. If you’re re-running an existing ad next year, it may need a subtitled version.
The upside
Ads that work with the sound off work better everywhere. Most social video is watched muted. Subtitled TV ads cut down for social are ready to go.
We now plan subtitles into every TV ad we make, from the script stage.