There are very clear guidelines from the World Wide Web Consortium (W3C) on accessible web design and these changes do not meet those guidelines. Failure to do so is even more worrying when an audience is older and more likely to have the physical disabilities which can make web access more challenging.
HQ can argue that some elements can be clicked off but for someone with arthritic hands, every unnecessary click causes more pain. For every person whose vision is disturbed by moving images these videos are a painful intrusion.
Failure to make web content easily accessible to people with disabilities is a breach of the Equality Act 2010. Far too many people involved in designing web sites and authoring web content have no clue about the guidelines and their obligations under the act. That is a corporate failure.
Here is Mumsnet’s Review of the Business from their 2021 accounts:
Our mission is to make parents' and grandparents' lives easier … We put purpose before profit.
These words sound hollow in the light of what they have done here.
Another aspect.
In advertising, reach refers to the number of people in a target audience that are exposed to a single ad served. The reach does not increase with subsequent exposures to the same viewer. Reach at its core does not consider the effectiveness of the ad on the consumer – it is a simple formula for measuring and putting a number or percentage on audience exposure.
It’s common to look first at demographics when mapping a target audience. But previous behaviour is equally as useful information. What impact have your ads had on the user so far? The quality of impact, or level of engagement with your brand, is a key indicator of where you’ll find success.
(Source Simulmedia)
We all know that many people find ads annoying. There’s a thread running here where people are discussing that very thing. The quote asks What impact have your ads had on the user? From the level of complaints, extremely negative.
I don’t believe that members object to ads in general and they do understand that the company needs revenue to operate but these particulars ads are being served up in a way that people clearly don't like and, furthermore, breach the W3C guidelines on accessibility. That will only encourage more people to install ad blockers.