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Target (TGT): The blind leading the blind

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Target (NYSE: TGT) logoTarget Corporation's (NYSE: TGT) website has not been available for use by blind people the way that a number of other websites are. As a result, a federal judge is allowing blind plaintiffs to pursue a class action suit against the company. According to The Wall Street Journal, "granting class-action status allows blind people throughout the country who have tried to access Target.com to become plaintiffs in the suit, which alleges violations with the Americans With Disabilities Act."

Although few people with normal vision realize it, there is software that allows the blind access to websites. The Journal describes it as reading software to vocalize invisible code embedded beneath computer graphics and describe content on a web page.

Target did make some changes to its site after the first suit was filed, but that did not appear to matter to the judge.

The whole incident raises a problems for the e-commerce world. If Target has to provide the software, how many other sites can be sued and forced to do so? Will every retail site have to add the special software? What about content sites?

Added features for the blind to e-commerce sites large and small could cost the industry millions of dollars. No one has explained where that money will come from.

Douglas A. McIntyre is a partner at 24/7 Wall St.

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Last updated: November 26, 2009: 07:32 PM

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