Accessibility

The Magnum Ice Cream Company is committed to accessibility, diversity and inclusion, as well as sustainable approaches to each of these important issues. We believe all of our consumers and guests should be able to access our websites, and we strive simultaneously to provide a visually rich user experience.

Our approach

We’re on a journey to make accessible and inclusive content and design part of everything we do at The Magnum Ice Cream Company. One way is by building accessibility in from the start so that as many people as possible can use and enjoy our website. We have made great strides, but we know there’s always more we can do.

We’ve built our site to be accessible with common assistive technologies and with the different ways people view online content. For example:

• We have added more navigation landmarks to various pages so screen reader users can understand and navigate content more quickly.
• You can navigate and access most interactive elements using keyboard-only and assistive technologies.
• We have removed animated components such as carousels, and you can stop any other animations using the play/pause button.
• The majority of images, except those which are decorative, have alt text. Alt text provides users who have a visual impairment with a written description of the image.
• Many of our webpages contain audio and video content and, wherever it is feasible, we provide a text-based alternative, including captions and transcripts.
• All content scales the same way across desktop, tablet and mobile, and our webpages are optimised to use the browser zoom functionality.
• While we can’t control third-party content and components, we do our best to ensure they are accessible and user-friendly.

How accessible is our website?

This site has been developed to comply with the Web Content Accessibility Guidelines (WCAG) Version 2.1 Level AA, and we keep the site under constant review to improve both accessibility and usability. WCAG are internationally agreed guidelines on how to make digital content more accessible to people with disabilities.

What are we currently working on?

We consider accessibility and the user journey at the design stage, and then review our plans with accessibility experts to ensure we follow best practice to make our site as user-friendly as possible. Whenever we add new functionality, we test it thoroughly to ensure it can be accessed using assistive technologies. We have also integrated accessibility testing into the site’s development and quality assurance process.

We’re aware of some accessibility challenges and we’re working to fix them. For instance:

• We know that not all of our PDFs are fully accessible. We’re working to ensure those currently on the site are available in an accessible format and we aim to make sure that all new PDFs comply.
• We use video across the site, the majority have hard coded subtitles and/or closed captions. We are working to audit and update any video where this isn’t the case.

Help with accessibility

If you’re having difficulty in any way using our website, please let us know by filling out our contact form and selecting the dropdown option ‘Accessible feedback’. This can be found in our contact form located on our contact us page.

We would also like to hear from you if you have any comments or suggestions about how we can improve your experience.

We aim to acknowledge all queries within five working days.