AFI Certification
The Trusted Mark in Accessibility Certification
The AFI Certified symbol means accessibility you can trust, independently verified, actively maintained, and championed by a trained Certified Accessibility Liaison (CAL).
Why Trust Matters:
The AFI Certified mark is a legally protected certification trademark earned through independent, evidence-based assessment against rigorous digital, physical, and service accessibility standards.
For customers, it’s a clear guarantee.
For businesses, it’s a public commitment, one you work to keep every day. The spending power of disabled people and their households is worth £274 billion annually in the UK. Every month, UK businesses lose an estimated £2 billion by not being accessible.
Meaning of the AFI Symbol
When you see the AFI Certified mark, it indicates that the organisation has met our highest accessibility standards across three essential areas: digital, physical, and service.
Digital Accessibility
Complies with WCAG 2.2 AA or higher, with independent testing for real-world usability and compatibility with assistive technology.
Service Accessibility
Staff is trained in inclusive service, alternative communication formats are available, and there is a visible Certified Accessibility Liaison (CAL) ready to assist.
Physical Accessibility
Features step-free access, inclusive facilities, and clear, high-contrast wayfinding for all visitors.
Who can apply
The AFI Certified mark is not limited to a single industry; it is available to any organisation that is committed to genuine, measurable accessibility. AFI Certification is open to organisations of all sizes, from independent cafés to multinational corporations, across a variety of sectors, including:
- Retail & E-commerce
- Hospitality & Accommodation
- Finance & Insurance
- Transport & Travel
- Education & Training
- Healthcare & Wellness
- Entertainment & Culture
- Technical & Professional Services
- Legal Services
Whether your operations are online, in-person, or a combination of both, AFI Certification acknowledges your commitment to creating accessible and inclusive experiences.
Non-negotiable Requirement:
Every certified organisation must appoint at least one Certified Accessibility Liaison (CAL). This individual will champion accessibility on a daily basis and serve as a trained, visible point of contact for customers.
The Benefits of Certification
AFI Certification is not just a label; it represents a commitment to integrating accessibility into the core values of your organisation.
Benefits For Businesses:
- Build customer trust with a certification that is supported by independent, evidence-based evaluations.
- Tap into the Purple Pound, which is valued at £274 billion annually in the UK.
- Gain a competitive advantage in public tenders and procurement processes where accessibility is essential.
- Enhance ESG (Environmental, Social, and Governance) and CSR (Corporate Social Responsibility) reports with measurable commitments to accessibility.
- Showcase your leadership in inclusivity, both within your industry and to the broader community.
Benefits For Customers:
- Assurance that accessibility is genuine, tested, and consistently maintained.
- Access to a designated Certified Accessibility Liaison (CAL) for assistance.
- Equitable access to services, facilities, and information without needing to request special treatment.
- AFI Certification confirms that you are not only compliant but also dedicated to creating experiences that everyone can use and enjoy.
Certified Accessibility Liaison (CAL) – Your Accessibility Champion
One of the most significant benefits of AFI Certification is the Certified Accessibility Liaison (CAL), a trained advocate dedicated to ensuring that accessibility is actively practised rather than just promised.
Every AFI Certified organisation is required to have at least one CAL, who is accredited through the Institute of Accessibility. This role is essential for integrating accessibility into everyday service.
A CAL can:
- Assist customers in real-time, whether online, in person, or over the phone.
- Provide guidance to staff on delivering inclusive and respectful service.
- Gather and address feedback to ensure continuous improvement.
A CAL makes accessibility personal and visible. Customers can trust that a dedicated, trained professional is available to assist them, a person who listens, acts, and advocates for their needs every day.
