RMB Releases Its Accessibility White Paper
On its 40th anniversary, RMB unveils a White Paper dedicated to subtitled and audio-described advertising. This practical guide answers key questions for advertisers and shows how to easily include accessibility in TV campaigns, continuing the momentum already started with RTBF.
A major step forward for inclusive campaigns
RMB publishes a groundbreaking White Paper explaining how to integrate audio description and subtitling in TV campaigns. The goal is clear: to help brands make their ads accessible to all audiences, including visually or hearing impaired people.
This approach builds on earlier efforts this year, especially the joint technical development between RMB and RTBF that now enables airing of subtitled and audio-described spots. Want to review this national first announcement? Click here.
The White Paper answers key market questions: why make ads accessible, what is the business impact, what technical steps are required, what is each player’s role in the chain? Showing that implementation is simple and affordable, RMB aims to encourage advertisers to adapt their broadcasting practices.
A guide designed by field experts
Designed as a practical tool, the White Paper details each production step: subtitle integration, audio description track creation, technical standards, estimated costs, and best practices for optimal results. RMB shares its hands-on experience gained alongside RTBF.
Inspiring examples are also presented. P&G will become in early 2026, for its Lenor brand, the first Belgian advertiser to run an inclusive campaign simultaneously subtitled and audio described. Proof that accessibility is a differentiation lever and a strong mark of social commitment.
Alongside the White Paper, RMB offers operational support, especially through its Content teams, to assist advertisers in producing accessible spots. This will help your transition to new broadcast standards !
Technological solutions to make advertising accessible are minimal to implement compared to the impact they can have on a population too often overlooked. On the occasion of our 40th anniversary, we are publishing this White Paper as a practical guide to finally achieve accessibility nationwide, an expectation long awaited for decades.
Commit to the path of inclusion
Practicing accessibility is more than a responsible approach to audience diversity. It is a strategic opportunity that broadens your reach, strengthens the impact of your messages, and improves brand perception.
With its solution called “ Blue Access ,” RMB encourages you to start integrating subtitled and audio-described ads in your TV campaigns today, relying on proven techniques and full support.
The “ Blue Access ” initiative is part of a much larger program of solutions and guidance designed to help advertisers communicate responsibly. RMB offers dedicated services, marketing, technical, and creative expertise to produce campaigns that are both effective and better aligned with current environmental and social challenges.