ITV launches deaf-led drama with BSL and silent ad break

UK – ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor and deaf campaigner Rose Ayling-Ellis.

The recently premiered (18 May 2025) six-part crime drama centres on a deaf lip-reading analyst, Alison Brooks, who is drawn into a covert police surveillance operation watching a gang planning a high-stakes heist. Created by Catherine Moulton, who has personal experience with hearing loss, the series goes beyond representation in plot alone – each episode will also be available in British Sign Language (BSL) on ITVX.

The debut episode was also accompanied by a silent ad break; during the three-minute and 20-second commercial slot, brands including The National Lottery, Virgin Atlantic, Boots Hearingcare, Cupra, Hellman’s, Ikea, Walkers, Aldi and the Scottish Government (on STV) ran subtitled and/or signed ads without sound.

Rather than treating inclusion as a side note, ITV embeds deaf culture into both content and advertising, moving from tokenism to cultural fluency. Code of Silence shows that authentic representation doesn’t limit reach; it drives relevance. By backing the right talent and prioritising creative integrity, the network sets a new precedent for meaningful, accessible programming.

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