Empty alt attribute (`alt=""`)
An empty `alt` attribute (`alt=""`) on an `<img>` element tells assistive technology that the image is purely decorative and should be skipped — distinct from a missing `alt` attribute, which screen readers announce by reading the filename.
Detailed explanation
WCAG 2.0 SC 1.1.1 (Non-text Content) requires every meaningful image to have descriptive alt text and every decorative image to have an empty alt attribute. The distinction matters: missing `alt` (no attribute at all) causes screen readers to announce "image" or read the filename; `alt=""` causes them to skip silently.
Decorative images are images that add no information — background flourishes, spacer GIFs, decorative icons next to a labeled link, ornamental section dividers. If removing the image would not change the meaning of the page for a sighted reader, it is decorative.
How this applies to Shopify stores
Shopify themes often render decorative SVG icons inside labeled buttons without `aria-hidden="true"` or empty alt — screen readers announce both the icon filename and the button label. AccessComply rewrites these patterns to either `aria-hidden="true"` on the SVG or `alt=""` on the `<img>`.
What merchants should check next
Treat this term as a practical audit prompt, not just a definition. Check the storefront pages where the concept shows up in real customer journeys: product discovery, add-to-cart, cart drawer, checkout handoff, account login, and support contact flows. If the issue affects code, verify the rendered HTML and computed browser output after the theme change. If it affects copy or media, keep the merchant-facing wording accurate and easy to maintain.
Primary source: w3.org