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Target’s Second Attempt at Looking Really Stupid to the World

September 28, 2006

Wow. First Target (large American retailer) banned The Salvation Army from it’s storefronts at Christmas time and now this – Target is fighting a legal battle to discriminate against consumers with visual disabilities. Brilliant.

Check out Evan Schuman’s full story in eWeek, On Handicapped Access, Target Fights the Wrong Fight for the Wrong Reason.

Basically, here’s the story:

The lawsuit essentially argues that Target’s online operation violated the American with Disabilities Act because it is not designed to be easily accessible to blind users.

Target’s defense has been that the ADA does not explicitly talk about Web sites, so, Target reasons, it’s not covered.

This has got to be one of the most insane arguments any large corporation could publically make. Evan rips them apart in this article and rightly so.

(BTW, for those of you who don’t know, it’s not an impossible task to make your site usable to people with disabilities. Guidelines and methods to do this have been around for years.)

Unbelievable. Nice move Target. Any other groups you’d care to alienate today?

Target is quickly becoming a case study in what not to do.

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