On the Internet, on
TV, on the radio – candidates
running for state office have for years competed for as many ears
as possible. Now they will have to compete for eyes as well. During
the 2008 legislative session, Minnesota became the fourth state to
pass a captioning law for campaign ads.
Effective July 1, all
candidates running for state-level office in Minnesota must include
closed captioning on their television and website ads. Transcripts
of website ads must be placed on a campaign’s
website. The law also requires written transcripts of radio ads on
campaign websites.
This law benefits everyone, not just the 10% of Minnesotans who are
deaf, hard of hearing, and/or deafblind. Many people find themselves
in places like gyms where the sound is turned off but a TV is on. Other
people simply understand things better if they can see information
in text form.
But you might not see
captions on ads for Minnesota’s United
States Senate race this year – because the captioning law doesn’t
apply to them. Captioning of campaign ads remains voluntary for county-
and federal-level Minnesota candidates. It also doesn’t apply
to presidential candidates, who are covered by a separate federal
law.
Rhode Island, California, and Florida have had their state campaign
ads captioned for years. Their example shows that it is easy to do
and is not rocket science. It just takes a little education.
The law took effect July 1, and the Commission of Deaf, DeafBlind,
and Hard of Hearing Minnesotans (MCDHH) is ready to educate prospective
viewers and voters. CDs will be ready and waiting for all candidates
to watch and learn what to do. Presentations on how to caption their
ads will be made. For candidates who like to get hands-on experience
will be provided on how to caption political ads.
With all of the available
resources there simply will be no excuse not to caption their campaign
ads. But for candidates who don’t
want to caption their ads, an opt-out option remains. Candidates
can file a statement for each ad aired with Minnesota regulators
explaining why the captions are missing.![end of story]()
Jamie Taylor is Civic Access and Technology Specialist for the Commission
of Deaf, DeafBlind, and Hard of Hearing Minnesotans (MCDHH)
