A01 chaf6542 06 se fm indd

 Pay-  per-  click  (PPC) 

search marketing

A company pays for text 

adverts to be displayed 

on the search engine 

results pages when a 

specific key phrase is 

entered. The marketer 

pays for each time the link 

in the ad is clicked on.

Accessibility 

legislation

Legislation intended to 

protect users of websites 

with disabilities, including 

visual disability.

Figure 4.9

Comparison of number of blog postings for three consumer brands

Source: Blogpulse (www.blogpulse.com), reprinted by permission of Nielsen Buzzmetrics. 

No longer available.

M04_CHAF6542_06_SE_C04.indd   151

7/23/14   12:18 PM

---

152

Part 1  Introduction

alternative information for users who cannot access frames or scripts; tables that are dif-

ficult to decypher when linearized; or sites with poor color contrast.

A tool provided to assess the WWW standards is BOBBY (

 www.cast.org/learningtools/

Bobby/index.html

).

In 2000, Bruce Maguire, a blind Internet user who uses a refreshable Braille display, 

brought a case against the Sydney Organising Committee for the Olympic Games. Maguire 

successfully demonstrated deficiencies in the site which prevented him using it adequately, 

which were not successfully remedied. He was protected under the 1992 Australian Disability 

Discrimination Act and the defendant was ordered to pay AU$20,000. This was the first case 

brought in the world, and it showed organisations in all countries that they could be guilty of 

discrimination if they did not audit their sites against accessibility guidelines. Discrimination 

Acts are now being amended in many countries to specifically refer to online discrimination.