Image Redundant Alt

Alternative text should not duplicate words already presented next to an image because this creates unnecessary repetition for users of assistive technologies. This blog explains what the image-redundant-alt rule checks, why repeated alt text causes accessibility issues, how to avoid redundancy and how this supports WCAG 2.2 and wider compliance expectations. The article is fully original, SEO‑optimised and structured using the Welcoming Web content framework.

What it is

The image-redundant-alt rule checks whether an image’s alternative text repeats text that already appears next to the image. Screen readers announce both the alt text and the surrounding content, so repeating the same words creates unnecessary duplication.

This rule encourages authors to keep alt text meaningful but concise, ensuring it adds value rather than repeating visible information.

Why it matters

Redundant alt text can: - increase cognitive load for screen reader users, - create noisy or repetitive reading experiences, - slow navigation through content, - obscure the purpose of the image, - reduce clarity when reading lists, cards or repeated layouts.

Avoiding redundancy improves comprehension and supports predictable interactions for users who rely on assistive technologies.

Who delivers it

Content authors write alt text that complements on-page information. Designers clarify when images are decorative versus meaningful. Front end developers implement alt attributes consistently across templates. Accessibility specialists and QA testers review alt text for clarity and redundancy. Welcoming Web assists by detecting images whose alt text repeats visible content.

How to avoid redundant alternative text

1. Do not repeat adjacent visible text

If the caption, heading or label already describes the image, alt text can be empty or simplified.

Incorrect example:

<h3>Our team</h3><img src="team.jpg" alt="Our team">

Corrected version:

<h3>Our team</h3><img src="team.jpg" alt="">

2. Describe the purpose, not the label

If the heading is descriptive but the image adds context, adjust the alt text.

3. Use empty alt text for decorative images

If an image does not convey new information, mark it as decorative.

4. Avoid repeating filenames or generic words

Do not use values like “photo”, “image” or the file name.

5. Review cards and repeated layouts

Card components often duplicate headings in alt text. Use concise, non‑redundant alternatives.

Best practice guidance

Write alt text that reflects what the image adds to the content, not what is already visible. Ensure that every alt attribute has a clear purpose: provide meaning for functional or informative images, or remain empty for decorative ones. Maintain guidelines in your design system so teams follow consistent practices.

Compliance mapping

Avoiding redundant alt text supports: - WCAG 2.2 Non‑Text Content requirements, - WCAG 2.2 Info and Relationships for meaningful presentation, - ADA Title III expectations for understandable content, - EN 301 549 guidance on programmatically determinable alternatives, - Equality Act 2010 duties for accessible communication.

Welcoming Web supports alignment with recognised standards but does not issue or guarantee compliance certification.

How Welcoming Web supports teams

Welcoming Web identifies images where alternative text repeats nearby visible text. The platform highlights opportunities to simplify or remove alt text so content remains concise, meaningful and accessible.

Key points for development teams

Do not duplicate visible text in alt attributes. Use empty alt text for decorative images. Describe purpose rather than labels. Avoid filenames and generic descriptors. Review repeated components such as cards.

Call to action

Run an audit Check your site for redundant alternative text. Supports WCAG 2.2 and ADA goals.

FAQs

What does the image-redundant-alt rule check

It checks whether an image’s alternative text repeats nearby visible text.

Why is redundant alt text a problem

Redundant alt text causes unnecessary repetition for users of assistive technologies.

When should alt text be empty

Alt text should be empty when the image is decorative or when visible text already provides the same meaning.

How do I avoid repeated wording

Align alt text with the image’s purpose rather than copying captions or headings.

Can functional images still use concise alt text

Yes. Functional images should describe the action or destination without repeating visible labels.

Do card components often create redundancy

Yes. Card layouts frequently pair images with repeated headings.

Does avoiding redundancy guarantee WCAG compliance

It supports non‑text content requirements but does not guarantee full compliance.

How does Welcoming Web help with redundant alt text

Welcoming Web detects duplicated alternative text and provides guidance for improving clarity.

Disclaimer

Welcoming Web supports accessibility improvement and alignment with recognised standards but does not issue or guarantee compliance certification.