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Thursday, August 28, 2008

Target Settles With Blind Group on Web Access

Target Corp., as part of a class-action settlement with the National Federation of the Blind, agreed to pay $6 million in damages to plaintiffs in California unable to use its online site.

The settlement, announced Wednesday, also requires Target to implement internal guidelines to make its site more accessible to the blind by Feb. 28, 2009, with assistance from the NFB.

The retailer and federation have agreed to a three-year relationship during which the advocacy group will keep testing the site to make sure it is accessible to blind people who use technologies such as screen-reading software. NFB said it will certify the site through its own certification program once the improvements are completed.

Under the financial portion of the settlement, Target will place $6 million in an interest-bearing account from which members of the California settlement class can make claims.

The issue centers on the Americans With Disabilities Act, a 1990 law that requires retailers and other public places to make accommodations for people with disabilities. Target had argued that the law covered only physical spaces.

"We feel that it is a wake-up call to companies that have Web sites that are selling goods and services," said Christopher S. Danielsen, a spokesman at the NFB. "They need to pay attention to accessibility." He also pointed out that the benefits of attracting new users far outweigh the costs of making changes to the site.

Mr. Danielsen noted that when the suit was filed two years ago, Target's site was more difficult to navigate than other sites, such as Walmart.com. He noted that at the time, many links on Target's site were unintelligible to screen-reading software, which converts written words into speech. He added, however, that Target has made progress, and said the advocacy group looks forward to working with Target to make additional improvements.

Steve Eastman, president of Target.com, said that "as the company's online business has evolved, we have made significant enhancements in order to provide an accessible shopping experience." He added that the company will work with the NFB on refinements to the Web site.

Associated Press
Wall Street Journal; August 28, 2008