WCAG 1.1.1: Non-text Content

Level A

Quick answer: Meaningful images, icons, and controls need text alternatives so US shoppers using assistive technology get the same information.

This criterion is frequently cited in US ADA lawsuits. This criterion is frequently cited in US ADA lawsuits because product images, color swatches, trust badges, and promo graphics often carry information that blind shoppers cannot access when alt text is missing or generic.

In the US, WCAG 2.2 Level AA is the de facto standard for ADA compliance. That is why this criterion matters for Shopify, WooCommerce, Magento, Wix, Squarespace, Webflow, BigCommerce, and custom storefronts selling to US consumers.

Why this criterion matters in US cases

US cases and complaints involving retailers such as National Federation of the Blind v. Target and Robles v. Domino's consistently put inaccessible product information and task completion in focus. WCAG 1.1.1 is often part of that discussion because image-heavy storefronts fail without strong text alternatives.

Common violations on US ecommerce sites

Product gallery images have empty or generic alt text.
Color swatches are announced only as unlabeled buttons.
Promo graphics contain sale terms in the image with no equivalent HTML text.
Icon-only wishlist, trust, and account buttons have no accessible name.

How to fix it

Write alt text that carries the same decision-making value a sighted shopper receives.
Give swatches and icon buttons an accessible name that matches visible context.
Repeat offer language in HTML near the image so it is searchable and readable.
Mark decorative images as empty alt only when they truly add no meaning.

Start with the live customer journey, not design mocks. Audit homepage, collection, product, cart, account, and checkout-adjacent flows first because those pages create both legal risk and direct revenue loss.

Code example

<!-- Before -->
<img src="/products/linen-shirt.jpg">

<!-- After -->
<img src="/products/linen-shirt.jpg" alt="Front view of the navy linen shirt with chest pocket">

FAQ

What is WCAG 1.1.1?
Meaningful images, icons, and controls need text alternatives so US shoppers using assistive technology get the same information.

Why does this matter for US ecommerce ADA compliance?
This criterion is frequently cited in US ADA lawsuits because product images, color swatches, trust badges, and promo graphics often carry information that blind shoppers cannot access when alt text is missing or generic.

What standard do US online stores use?
In the US, WCAG 2.2 Level AA is the de facto standard used to evaluate ADA compliance for ecommerce sites.

Check if your US store passes WCAG 1.1.1 → Free ADA Scan — Check Your US Store Now