Consumers who are blind or visually impaired face greater risks of injury from deceptive or fraudulent online advertising practices that may be difficult to define as unlawful or misleading under the Federal Trade Commission (FTC) Act. The FTC's clear and conspicuous requirements are not adequate to ensure effective communication with blind or visually impaired consumers. This article suggests that the Americans with Disabilities Act needs to be expanded to include commercial Web sites and more specific definitions of disabilities. Disability-specific accessibility guidelines should also be incorporated into the FTC's clear and conspicuous requirement in order for online advertisements to minimize visually impaired consumers’ risk of injury. The author discusses technological barriers to Internet access and their implications for marketing operations and policy reform.
Get full access to this article
View all access options for this article.
References
1.
Access Now Inc. et al. v. Southwest Airlines Co. (2002), Case No. 02-21734-CIV-Seitz/Bandstra (S.D. Fla., October 18).
2.
ApplegateJane (1998), “Don't Forget $188 Billion Disabled Shoppers Market,”San Diego Business Journal, 19(13), 12.
3.
BakerStacey Menzel, and Kaufman-ScarboroughCarol (2001), “Marketing and Public Accommodation: A Retrospective on Title III of the Americans with Disabilities Act,”Journal of Public Policy & Marketing, 20(Fall), 297–304.
4.
BakerStacey Menzel, StephensDebra Lynn, and HillRonald Paul (2001), “Marketplace Experiences of Consumers with Visual Impairments: Beyond the Americans with Disabilities Act,”Journal of Public Policy & Marketing, 20(Fall), 215–24.
5.
BakerStacey Menzel, StephensDebra Lynn, and HillRonald Paul (2002), “How Can Retailers Enhance Accessibility? Giving Consumers with Visual Impairments a Voice in the Marketplace,”Journal of Retailing and Consumer Services, 9(4), 227–39.
6.
BlackwellRoger, MiniardPaul W., and EngelJames F. (2001), Consumer Behavior, 9th ed.Fort Worth, TX: Harcourt College Publishers.
7.
CendaliDale M., and EllnerBrian V. (2002), “How to Ensure That Your Web Site Complies with Consumer Protection Laws,”The Computer and Internet Lawyer, 19(12), 1–11.
8.
DonatelleRebecca J., DavisLorraine G., HooverC.F., and HardingA. (1991), Access to Aging.Englewood Cliffs, NJ: Prentice Hall.
9.
FTC (1983), “Policy Statement on Deception.”Washington, DC: FTC.
10.
FTC (2000), “Dot Com Disclosures: Information About Online Advertising.”Washington, DC: FTC.
11.
GummessonEvert (1997), “Relationship Marketing: The Emperor's New Clothes or a Paradigm Shift?”Marketing and Research Today, 25(1), 53–60.
12.
Intermarket Group (2002), The Internet Population and Online Activities Report.San Diego: Intermarket Group.
13.
KahnH.A., LeibowitzHoward M., GangleyJ.P., KiniM.M., ColtonT., NickersonR.S., and DawberT.R. (1977), “The Framingham Eye Study: Outline and Major Prevalence Findings,”American Journal of Epidemiology, 106(1), 17–32.
14.
KavaliStella G., TzokasNikolaos X., and SarenMichael J. (1999), “Relationship Marketing as an Ethical Approach: Philosophical and Managerial Considerations,”Management Decision, 37(7), 573–81.
15.
LohseGerald L., and SpillerPeter (1998), “Electronic Shopping,”Communications of the ACM, 41(7), 81–87.
16.
National Federation of the Blind v. America Online Inc. (1999), 99 CV 12303 EFH (D. Mass. November 4).
17.
National Institute on Disability and Rehabilitation Research (1998), “Notice of Proposed Long-Range Plan for Fiscal Years 1999–2004,”Federal Register, 63(206), 57, 192.
18.
O'KeefeRobert M., and McEachernTim (1998), “Web Based Customer Support Systems,”Communications of the ACM, 41(3), 71–78.
19.
OrrAlberta L. (1998), Issues in Aging and Vision: A Curriculum for University Programs and In-Service Training.New York: American Foundation for the Blind Press.
20.
PayneW.A., and HahnDale B. (1998), Understanding Your Health.St. Louis: WCB/McGraw-Hill.
21.
QuillenDavid A. (1999), “Common Causes of Vision Loss in Elderly Patients,”American Family Physician, 60(July 1), 99.
22.
RudbergMark A., FurnerSylvia E., DunnJulia E., and CasselChristine K. (1993), “The Relationship of Visual and Hearing Impairments to Disability: An Analysis Using the Longitudinal Study of Aging,”Journal of Gerontology, 48(6), M261–M265.
23.
ShapiroCarl, and VarianHal R. (1999), Information Rules: A Strategic Guide to the Network Economy.Boston: Harvard Business School Press.
24.
StephensDebra Lynn, and BergmanKaryn (1995), “The Americans with Disabilities Act: A Mandate for Marketers,”Journal of Public Policy & Marketing, 14(Spring), 164–68.
25.
TielschJames M., SommerA., WittK., KatzJoanne, and RoyallR.M. (1990), “Blindness and Visual Impairment in an American Urban Population,”Archives of Ophthalmology, 108(2), 286–90.
