Channel 4 says it is still aiming to ensure all of its adverts are subtitled, after missing targets it set for this summer’s Paralympic Games in Paris.

Speaking to Campaign magazine the broadcaster’s head of sales Victoria Appleby said it managed to ensure 60% of adverts were subtitled but dud not achieve its target of subtitling every advert surrounding the Paralympic games.

The initial announcement of the target came after the broadcaster ran subtitles across all of its sporting coverage.

According to the Royal National Institute of the Deaf (RNID) many on-demand broadcasters are still not achieving 80% subtitle coverage across platforms.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

While the broadcaster has its own subtitling team for Channel 4 programming, it requires adverts to be subtitled externally before it broadcasts them.

Speaking to Campaign, Appleby urged advertisers to “fully embrace accessibility” and said there was a “misconception” about how much it costs to subtitle. Brands can work with organisations including Clearcast to produce cost-effective subtitling.

The broadcaster has an ‘Inclusive by Design’ award which awards brands that ensure their work is inclusive £1 million worth of advertising time.

The broadcaster’s Paralympics 2024 campaign entitled ‘Considering What?’ hit back at patronising stereotypes in order to highlight that Paralympians are athletes in their own right, and subject to the same forces as any other athlete.