Disability Integration in Advertising: A Critical Review of Inclusiveness in Marketing Communication

Abstract

Advertising shapes not only consumer behaviour but also the social imagination of who belongs in public life. Despite constituting an estimated 15–26% of the global population, persons with disabilities remain markedly underrepresented in mainstream marketing communication, and where they do appear, portrayals often follow a narrow, patronising script. This review synthesises the literature on disability integration in advertising across seven thematic areas: the scale of the representational gap, the theoretical frameworks that explain it, the persistence of “inspiration porn,” the distinction between tokenistic and authentic inclusion, the economic rationale for the disability market, the influence of social media and influencer culture, and pathways toward more equitable practice. Drawing on peer-reviewed scholarship, industry audits, and trade data, the review argues that the advertising industry has made incremental and frequently superficial progress, and that genuine inclusion requires structural change in creative and organisational practice rather than periodic visual gestures. The review closes by identifying gaps in the empirical record — particularly the absence of studies modelling the full path from portrayal quality to purchase intention in African markets — that warrant further primary research.

Received: 06-08-2026 | Accepted: 20-08-2026 | Revised: 05-09-2026 | Published: 29-09-2026