Pause, Stop, Hide
Moving, blinking, scrolling, or auto-updating content that lasts more than 5 seconds and is presented in parallel with other content must be pausable, stoppable, or hideable by the user.
What it requires
WCAG 2.0 SC 2.2.2 covers carousels that auto-advance, hero animations that loop indefinitely, "as seen on" logo strips that scroll forever, and live ticker feeds. The user must have a documented control to pause, stop, or hide the motion.
The criterion does not ban motion — it requires user control. A 5-second hero animation that plays once is fine. A hero carousel that auto-advances every 7 seconds for the duration of the visit is not, unless a pause button is provided.
Common Shopify failure
Hero slideshow that auto-advances every 5 seconds with no pause control. Brand-logo "as seen on" infinite scroll strip with no pause. Animated promotional banners with no dismiss.
How to fix it
AccessComply adds a pause button (with aria-label="Pause slideshow") to auto-advancing carousels and respects prefers-reduced-motion to stop the motion entirely for users who request reduced motion.
Primary source: W3C — WCAG 2.0 Understanding 2.2.2