The Close Relationship Between Visually Impaired Individuals and App Advertisements

Have you ever heard the saying, "watching ads can increase your balance"? This phrase dominated digital trends during the pandemic, when we all had to stay home to avoid disease transmission. While the trend of such money-making apps has significantly declined, a new reality is increasingly prevalent and often disruptive: the excessive invasion of ads in almost all free applications.

From a business perspective, this is certainly understandable. Broadcasting advertisements is the lifeblood for many app developers and tech companies, allowing them to offer their services for free to the majority of users. However, behind the high profit metrics and ad impressions, there's a crucial aspect that often escapes the attention of digital policymakers: accessibility. In reality, the current digital advertising landscape is very unfriendly, even discriminatory, towards our visually impaired friends.

For the general public, closing a pop-up ad on a phone screen might only take a few seconds. Just glance, tap the 'X', and it's done. However, for visually impaired individuals who rely on screen reader features like TalkBack on Android or VoiceOver on iOS, the appearance of an ad can instantly turn into a navigation nightmare.

Often, ad and app developers do not embed alternative text labels or alt-text on the ad close button. As a result, when visually impaired users explore the screen to find the 'X' in the top right corner, the screen reader either remains silent or reads out a series of random, incomprehensible codes. The ad cannot be closed, and the application appears to freeze, trapping the user in confusion with no way out.

Imagine this situation occurring when they are using entertainment and daily utility apps. For instance, while enjoying music or podcasts on the free version of Spotify, or searching for audio information on YouTube. Suddenly, a long, unskippable video ad appears. The situation becomes much worse if the ad contains moaning sounds, vulgar conversations, or audio resembling pornographic content.

One can only imagine the hassle, embarrassment, and panic visually impaired individuals experience when such an ad suddenly blares from their phone speakers in a crowded public space, like a commuter train carriage, a TransJakarta bus, or a hospital waiting room. So fed up and traumatized by this situation, many visually impaired friends would rather have ads completely removed than merely demand improvements to the ad close button.

For some, the most logical and quickest solution to this problem is to subscribe to premium versions. But does that truly solve the issue? In reality, no. This solution often triggers new financial headaches. Let's do some rough calculations. To completely eliminate ads, a user might have to subscribe to YouTube Premium, priced at around 59 thousand rupiah per month, plus Spotify Premium, at approximately 55 thousand rupiah per month.

Not to mention if they need document reader utility apps or specialized navigation apps for the visually impaired, which also incur monthly subscription fees. In total, the specific expenditure to purchase this convenience could reach hundreds of thousands of rupiah every month. For many visually impaired individuals who may have limited access to formal employment with a steady income, this amount clearly becomes an additional, significant financial burden.

Ultimately, driven by the desire to enjoy services independently without interruption but hindered by high costs, many visually impaired individuals are forced to take highly risky shortcuts. They seek loopholes by downloading pirated applications, modified versions or Mod APKs, and even accessing illegal sites through browsers.

This action is like voluntarily entering a digital minefield. Unable to see the visual layout of download sites filled with manipulative buttons or phishing traps, their devices become highly vulnerable to malware, spyware, or dangerous viruses. The consequences can be fatal, ranging from hardware damage to a high risk of personal data theft and mobile banking service hacking. This is an irony where the group most in need of protection is pushed into the most vulnerable corner.

Given this systemic chain of problems, comprehensive improvements are certainly needed. The best solutions cannot rely solely on one party or simply shift responsibility onto users.

First, from an economic policy standpoint, major app service providers need to consider subsidy schemes, special accessibility discounts, or specific tariffs for users with disabilities. Given that the rights of persons with disabilities to information and technology are inherently guaranteed by law, this step would greatly help them obtain equal access to digital information and entertainment without compromising device security.

Second, from the technical and advertising ecosystem perspective, app developers and advertising network giants like Google AdMob or Meta Audience Network must begin mandating universal design standards for every ad format they release. Requiring a clearly readable close button label for TalkBack or VoiceOver is not a high-tech, costly innovation, but purely a matter of empathy, willingness, and adherence to digital accessibility guidelines.

Third, major app distribution platforms like Google Play Store and Apple App Store should ideally tighten their review policies. Applications that present ads which lock the screen and block access for screen reader users should be classified as violations. Such applications should receive a stern warning or have their visibility reduced in the app store until the issue is thoroughly resolved by the developers.

The realm of digital entertainment, information, and independence is truly the main window for visually impaired individuals to a wider world. It feels incredibly unfair if their access to simply enjoy music, listen to news, or use daily support applications is obstructed by a barrage of insensitive ads and the high barrier of subscription costs. Digital inclusion should not merely be a sweet jargon used by tech companies for public relations campaigns, but a fundamental human right that must be enjoyed by all, without exception.