Advertising for Good

Advertising for Good at Channel 4 Sales

At Channel 4 Sales, we believe in the power of advertising as a force for good. Our commitment stretches beyond commercial success, embracing inclusion, accessibility, and social progress across every campaign we deliver. By partnering with industry leaders and advocacy organisations, we’re setting new standards for what responsible advertising can achieve.

The Disability Playbook: Co-Created with Purple Goat, Bupa & Initiative

In a groundbreaking collaboration with Purple Goat, Bupa, and Initiative, Channel 4 has developed the Disability Playbook, a comprehensive resource for brands and agencies looking to embed disability inclusion into their advertising strategies. The Playbook offers practical advice, real-world case studies, and actionable steps to ensure disabled people are authentically represented both in front of and behind the camera. By making this resource widely available, we’re equipping the industry to create campaigns that are not only inclusive, but also truly innovative and impactful.
 

Download the new Disability Playbook here:

Business for Good

As well as working alongside brands to make TV advertising more inclusive and accessible, we also run three separate initiatives to give brands a helping hand in the right direction. 

Diversity in Advertising 

Our Diversity in Advertising Award encourages brands to reach and reflect real modern Britain but offering £1million worth of free airtime to bands who nail our brief. We’ve been running the initiative for a decade and helped agencies and brands create award winning ads delivering on the DIA brief. 

Black in Business

To get more black-owned businesses on air, in 2023 we launched Black in Business in partnership with Lloyds. So far we’ve created and aired the ads for nine businesses across the last two years, each of which have seen brilliant business results from the power TV brings. 

B corp Showcase

In 2025 in partnership with B Lab UK, we launched an initiative to help get B Corp brands on TV. Five B Corp brands have benefited from the audiences tv brings and we’re looking forward to supporting more B Corp brands in 2026.

Mandatory Subtitles: Launching March 2026

As part of our ongoing mission to make content accessible for all, Channel 4 is proud to announce that, from March 2026, mandatory subtitles will be included on all our advertising content across our platforms. This landmark step ensures that our advertising is inclusive of the Deaf and hard of hearing communities, as well as viewers who benefit from enhanced accessibility. By setting this new standard, we’re inviting all our brand partners to join us in creating communications that truly reach and reflect the whole of the UK.

Partnerships Driving Meaningful Change

ISBA’s Inclusion Network & Accessibility Alliance

We’re proud members of ISBA’s Inclusion Network and the Accessibility Alliance, working collaboratively to champion best practice in inclusive advertising. By aligning with these leading industry initiatives, we are actively shaping a marketplace where diversity and accessibility are not just ambitions, but everyday realities. Our joint programmes focus on knowledge-sharing, practical guidance, and celebrating brands that go further to reach all audiences.
https://www.isba.org.uk/

Partnering with UN Women & the Unstereotype Alliance

Channel 4 is a committed partner of UN Women and the Unstereotype Alliance, a global platform dedicated to eradicating harmful stereotypes in advertising. Through this partnership, we’re helping to foster authentic, positive, and diverse representations of gender, race, age, ability, and more. Together, we support campaigns and practices that promote equality and challenge outdated norms, ensuring that every voice is heard and every story can be told.
https://www.unstereotypealliance.org/en

Let’s Advertise for Good, Together

We invite all advertisers, agencies, and partners to join us in this journey towards a fairer, more inclusive advertising landscape. Whether through embracing accessible formats, participating in our partnerships, or utilising the tools we develop, you can help turn advertising into a powerful platform for positive change.

For more information or to get involved, please contact the Channel 4 Sales team.