WCAG 3.2.4 Consistent Identification

Success criterion 3.2.4 lets people learn a site once. Screen reader users rely on accessible names, and people with cognitive or learning disabilities rely on recognising words and icons. If the same search button is called "Search" on one page and "Find" on another, they may think it is a different feature. It is level AA and appears in EN 301 549 as clause 9.3.2.4.

What the criterion requires

Components that have the same functionality within a set of web pages must be identified consistently. "Same functionality" means the component gives the same result when used. Identification includes the visible label, the icon and the text alternative or accessible name.

Clarifications from the W3C Understanding document:

• consistent does not mean identical; the wording may adapt to context as long as the function is recognisable;
• components that do different things are not expected to be labelled alike;
• it only applies to components that are actually repeated on several pages.

Typical failures on an online shop

• "Add to cart" on product pages and "Buy" on category pages for the same action, with different accessible names;
• the cart icon has the alt text "Cart" on one template and "Bag" or no name on another;
• the search field is labelled "Search" in the header and "Find products" in the mobile menu, with different icons;
• the same "Download invoice" link uses a printer icon in one place and a document icon in another;
• a visible label stays the same but the aria-label differs between pages.

How to check it

Automated: our checker has no rule for this criterion. It can report missing names (see 4.1.2), but deciding that two components share a function needs a person.

By hand: list the components that appear on many pages: search, cart, account, wishlist, add to cart, newsletter sign-up, language switcher. On several page types, compare their visible label, icon and accessible name (inspect the element or use a screen reader). Note any that differ for the same function.

How to fix it

• Define labels once in the theme's translation strings and reuse them in every template.
• Use one icon set and the same text alternative for each function.
• Keep aria-label values in sync with visible labels, and start the accessible name with the visible text.
• When apps add their own buttons, rename them to match the theme wording.

Related criteria

• 3.2.3 Consistent Navigation — repeated navigation in the same order.
• 2.5.3 Label in Name — the accessible name contains the visible label.
• 4.1.2 Name, Role, Value — every control has a name.

Frequently asked questions

Must labels be identical word for word?

No. WCAG says consistent does not mean identical. The labels must make it clear that it is the same function, for example "Add to cart" and "Add to cart: Blue jacket" are consistent.

Does 3.2.4 cover icons?

Yes. Icons and their text alternatives identify components too. Using a bag icon for the cart on one page and a trolley icon with a different alt text on another can fail.

Can an automated checker test 3.2.4?

No. Deciding whether two components have the same function needs a person, so this is a manual check across several pages.