Accessibility Hub: AMA (Manitoba)

Accessible Manitoba – what AMA requires, who it applies to, and what it can mean for your website and digital content

AMA at a glance

The Accessibility for Manitobans Act (AMA) is Manitoba legislation aimed at identifying, removing, and preventing barriers for people with disabilities. For websites and digital content, the AMA requirements most often show up through the Accessible Information and Communication Standard Regulation, which includes web accessibility requirements.

AMA is Manitoba’s accessibility law focused on identifying, removing, and preventing barriers for people with disabilities.
For many organizations, the digital impact shows up through the Accessible Information and Communication Standard Regulation (accessible information, accessible formats/supports, and web accessibility).
Web accessibility expectations under the standard are met by conforming to WCAG 2.1 Level AA, at a minimum, for newly published/required web content and for new or significantly updated web applications.
Accessibility includes more than websites: documents, videos, and third-party tools can also create barriers.
Accessibility is ongoing—content changes and new features can introduce new issues over time.

Note: This content is provided for general information only and does not constitute legal advice. If you need a formal interpretation of requirements for your organization, consult qualified legal counsel and your compliance team.

When AMA applies

Public-facing digital experiences: If your site, app, or digital content is used by people in Manitoba, AMA-aligned accessibility is a common expectation and may be a practical requirement depending on your obligations.
Organizations covered: AMA requirements generally apply across Manitoba’s public sector and may also apply to private and non-profit organizations operating in the province, depending on the standard and your organization.
Common web standard: Where the Accessible Information and Communication Standard applies to your digital experience, web accessibility requirements are tied to WCAG 2.1 Level AA (at a minimum) for applicable web content and web applications.

Does AMA apply to me?

If you are part of Manitoba’s public sector (including government, agencies, municipalities, and broader public-sector organizations), AMA-related accessibility requirements generally apply.
If you are a private business or non-profit operating in Manitoba, AMA requirements may apply depending on your organization and obligations under the applicable standards.
If you publish public-facing web content used to access your goods and services (web pages, forms, customer portals, PDFs, videos), you should expect accessibility requirements as part of doing business in Manitoba.
If you use third-party tools (embedded forms, chat widgets, booking tools), accessibility still matter, either through vendor conformance or an accessible alternative.

If you’re unsure whether AMA applies to your organization, treat this page as a practical overview and confirm your specific obligations with qualified legal counsel.

Timelines and applicability

AMA requirements can be phased in over time, and timelines may differ by sector and organization type.
Your specific obligations may vary based on whether you are in the public sector, a private business, or a non-profit, and on how you provide goods and services to the public.
If you have a compliance deadline, procurement requirement, or contract clause tied to accessibility, confirm the applicable requirements and dates with qualified legal counsel.

AODA standards: what they cover

AMA is supported by multiple accessibility standards (regulations) that apply to different aspects of organizational operations. For digital experiences, the most relevant is the Accessible Information and Communication Standard.

1) Accessible Customer Service Standard

Accessible service experience: Provide service in ways that respect dignity, independence, integration, and equal opportunity.
Communication supports: Be prepared to communicate in ways that accommodate different needs (for example, providing information in alternative formats when feasible).
Feedback: Ensure there is a way for people to provide accessibility feedback (and that requests are routed to the right team).
Training: People involved in customer interactions and content publishing should receive accessibility training appropriate to their role.

2) Accessible Information and Communication Standard

Access to information: Notify the public and employees that information can be requested in an accessible format or with a communication support.

Respond to requests: Consult with the person to identify the support/format that removes the barrier and provide the information in a timely manner and at no extra cost.

Feedback process: Maintain a process to receive and respond to feedback about accessible information and communication.

Training: Train staff and volunteers on accessible information and communication (including obligations under The Human Rights Code (Manitoba)).

Web content: Ensure newly published web content—and web content required to access goods and services—meets WCAG 2.1 Level AA, at a minimum.

What does “required to access goods and services” mean? This typically includes content people must use to request, apply for, buy, book, pay for, register for, manage, or receive your products and services (for example: application/registration flows, account login and self-serve portals, appointment booking, checkout/payment, customer support forms, and any required confirmations or instructions).

Web applications: Ensure new or significantly updated web applications meet WCAG 2.1 Level AA, at a minimum.

Note: Exceptions may apply under the Accessible Information and Communication Standard. Confirm applicability and exceptions for your organization with qualified legal counsel.

What you may need to do

AMA includes multiple standards, but many organizations feel the impact most through how they communicate and provide services to the public. In practice, that often means the items below.

Make your website usable for everyone: Aim for WCAG 2.1 AA on key pages, navigation, forms, and core user journeys—especially where users access goods and services.
Provide accessible documents and media: Prefer accessible web pages; make PDFs accessible when you must use them; add captions to videos and provide transcripts when appropriate.
Offer a way to request accessible formats/supports: People should be able to request information in an accessible format or with a communication support.
Have a feedback process: Provide a way for users to report accessibility barriers and ensure requests are handled in a timely way.
Train the right people: Staff who publish content, design experiences, build features, or support customers should understand their accessibility responsibilities.
Keep it from slipping over time: Accessibility needs ongoing checks as content changes, new features launch, or third-party tools are introduced.

Web accessibility under AMA -
practical requirements

In practice, AMA web accessibility expectations are met by building and maintaining applicable web content and web applications to WCAG 2.1 Level AA, at a minimum. This section explains what that can mean for websites and digital content.

Target standard

Baseline: WCAG 2.0 AA for all new pages and significant updates. 4Point recommends aiming for WCAG 2.1 or higher to support better mobile accessibility and future-proofing.
Consistency: If a component or pattern is reused across the site, it must be accessible everywhere it appears.
Ongoing compliance: Maintain accessibility over time as content changes, new features are introduced, and third-party tools are added.

What’s in scope

Web pages: Navigation, content pages, landing pages, forms, and interactive widgets.

Non-HTML content: PDFs, slide decks, and downloadable resources; use accessible web pages where possible.

Media: Videos, audio clips, webinars, animations, and any embedded players.
Third-party tools: Embedded forms, chat widgets, maps, and other integrations (requires vendor checks and/or accessible alternatives).

Core WCAG themes to watch for:

Perceivable: Provide text alternatives for non-text content; ensure sufficient color contrast; do not rely on images alone to convey information.
Operable: Everything must work with a keyboard; focus must be visible; avoid time limits that can’t be adjusted.
Understandable: Clear labels and instructions; consistent navigation; predictable interactions; helpful error messages.
Robust: Use semantic markup so assistive technologies can interpret content reliably; avoid misusing ARIA.

Content author requirements

Headings and structure: Use headings in order (H1 → H2 → H3) and keep sections short and scannable.
Links: Use descriptive link text that explains the destination or action (avoid “click here” or raw URLs).
Images: Write alternative text that communicates purpose and meaning. Decorative images should have empty alt text.
Lists: Use real lists for list content (instead of manual line breaks or dashes).
Tables: Use tables only for data; include clear column/row headers and avoid merged cells when possible.
Documents: Default to HTML pages. If a PDF is required, ensure it is tagged, has a logical reading order, proper headings, and selectable text.
Video: Provide accurate captions. Where needed, provide transcripts and/or audio description for key visual information.

Testing and release expectations

Minimum manual checks: Keyboard-only pass and a quick screen reader smoke test on key templates/flows.
Automated checks: Run an automated scan and resolve high/critical issues before publishing.
Regression checks: Re-test affected templates/components when global navigation, styles, or component libraries change.
Document decisions: If something cannot be made fully accessible, document the reason, the impact, and the alternative provided (for example, an accessible version or an alternate way to complete the task). If you need help, contact our accessibility team.

How 4Point can help

If you’re unsure how AMA and WCAG apply to your organization—or where to start—4Point can help you assess your current state, prioritize fixes, and build a practical plan to improve accessibility over time.

Start with an accessibility audit. 4Point can run a practical audit to establish a baseline, identify the highest-risk barriers, and give you a prioritized remediation roadmap.

Scoping session: confirm which forms are in scope, the number to be reviewed, and the accessibility standard(s) to assess against.
Forms accessibility audit: review an agreed number of forms and document accessibility gaps.
Conformance report and prioritization: provide conformance findings, severity ratings, and a recommended fix order.
Recommendations and remediation plan: share recommendations for addressing identified gaps and provide a statement of work for remediation of the audited forms (remediation is not included in the audit engagement).

Next step: request an audit by sharing your digital scope (properties, platforms, documents), your target standard (e.g., WCAG 2.1 AA), and any upcoming procurement or reporting deadlines. We’ll confirm the audit approach, sample size (templates/journeys), and deliver a prioritized findings summary with recommended fixes.

Contact 4Point: Request an accessibility audit

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