I&D for External Websites

Ensuring Inclusion & Diversity on External Bayer Websites 

In addition to choosing and using the right creative content, website accessibility is a mandatory to consider. 


There are different levels of accessibility: single A, double A (AA / AA+) and triple A (AAA). 


The level you’re required to reach depends on local legal requirements. However, at Bayer we see double A as the standard minimum, even if they are not required by law. 


Details are defined by the W3C Web Accessibility Initiative (WAI) in the W3C Accessibility Guidelines (WCAG), at present version 2.1. View all details.

Editorial requirements (daily business)

  • Does the web page or document have a title that describes its topic or purpose?

  • Do images have alternative text?

  • Does the image include a caption (if allowable within the design of the page)?

  • Does video have captions and does audio have a transcript?

  • Is the tab order and read order logical and intuitive? Is the content well-structured, e.g., (sub) headlines?

  • Have you avoided using visual characteristics to communicate information (e.g., “click the circle on the right” or “required fields are in red”)?

  • Is link text meaningful, independent of context?

  • Is text written for a 13-year-old audience (as default, except audience is very specific)?

Special conceptual, design and IT requirements

  • Does the web page or document include headings, lists, ARIA landmarks and other semantic elements to communicate document structure?

  • Do form fields within web pages and documents have appropriately coded labels and prompts?

  • Does the interface have sufficient contrast between text color and background color?

  • Does the content scale well when text is enlarged up to 200 percent?

  • Can all menus, links, buttons and other controls be operated by keyboard, to make them accessible to users who are unable to use a mouse?

  • Does the web page include a visible focus indicator so all users—especially those using a keyboard—can easily track their current position?

  • Do features that scroll or update automatically (e.g., slideshows, carousels, etc.) have prominent accessible controls that enable users to pause or advance these features on their own?

  • Do pages that have time limits include mechanisms for adjusting those limits for users who need more time?

  • Have you avoided using content that flashes or flickers?

  • Are mechanisms in place that allow users to bypass blocks of content (e.g., a “skip to main content” link on a web page or bookmarks in a PDF)?

  • Does the website include two or more ways of finding content, such as a navigation menu, search feature or site map?

  • Are you working with your IT team to ensure navigation, coding and interfaces are accessible?

There are a lot of tools available to help you validate your web pages. At Bayer, we recommend Silktide.


Please contact your IT Business Partner for tool selection and access.