1. All media organisations, private companies operating in the field of digital technologies and other stakeholders, in particular libraries, should recognise that they have a moral and social responsibility to promote the right to freedom of expression and equality and non-discrimination of persons with disabilities. In particular, they should:
a) Ensure that their workforces are diverse and representative of society as a whole;
b) Adopt guidelines, strategies and procedures for mainstreaming disability into their work.
2. All mass media organisations should take steps, in particular, to:
a) Seek a multiplicity of sources and voices of persons with disabilities, rather than representing persons with disabilities as a monolithic bloc;
b) Adhere to high standards of information provision that meet recognised professional and ethical standards;
c) Ensure that professional codes of conduct for the media and journalists reflect equality principles and that effective steps are taken to promulgate and implement such codes;
d) In their work, media outlets and journalist should:
i. Take care to report about persons with disabilities in context and in a factual and sensitive manner, while ensuring that acts of discrimination are brought to the attention of the public;
ii. Be alert to the danger of discrimination or negative stereotypes of persons with disabilities being furthered by the media;
iii. Avoid unnecessary references to disability that may promote intolerance and pointing out disability only when relevant;
iv. Raise awareness of the harm caused by discrimination and negative stereotyping of persons with disabilities;
v. Report on different groups of persons with disabilities and giving their members an opportunity to participate in a way that promotes a better understanding of these groups, while at the same time reflecting the perspectives of different individuals, groups or communities.
3. Private companies operating in the field of digital technologies, including those that design, develop, manufacture and distribute digital technologies should, in particular, take steps to:
a) Mainstream digital products for persons with disabilities;
b) Improve their knowledge and ability to respond to the needs and views of persons with disabilities and involve them in development and design of accessible, affordable and inclusive products and services, taking into account universal design principles as outlined in Principle 16;
c) Expand the accessibility skills of digital technology professionals, including by organising educational programmes, trainings and exchanges, global and local cooperation and harmonisation of accessibility practices and technical standards;
d) Actively participate in public – private partnerships to help meet the needs of persons with disabilities in relation to accessible, affordable and inclusive products, services and content.