Pattern
Names that leave out the visible label
The name a control gives assistive technology doesn’t contain the label on screen, so someone using voice control says the words they can see and doesn’t reach it.
12 findings at 8 companies in 4 sectors, filed under 1 heuristic
Google, IKEA Canada, Microsoft, RBC Royal Bank, Rogers, TD, UnitedHealthcare and Verizon
Where I found it
Google Medium
Button and link names don’t contain their visible words
On the Business Profile page both ‘Create your profile’ links are named ‘Create a Google Business Profile - (opens in new tab)’. The Google Store’s ‘Learn more’ is named ‘Buy Google Pixel 11 Pro and Pro XL’, Gmail’s ‘For work’ is named ‘Visit the Gmail product page’, and the Chrome page has 3 links named only ‘Open in the same tab’.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. IKEA Canada Medium
4 planner links on the Sofas page are named 'Opens in a new tab or window'
On the Sofas page the cards 'Build your sofa with the SÖDERHAMN planner', and the same for FINNALA, JÄTTEBO and KIVIK, are links with the aria-label 'Opens in a new tab or window'. The label replaces the card's text, so all 4 links have one name at 1440 and 390 px. axe reports label-content-name-mismatch on the 3 in view at 1440 px and 1 at 390 px; the DOM holds 4.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. IKEA Canada Medium
The language button and 'View in 3D' have names that leave out their visible words
axe reports label-content-name-mismatch on all 37 pages. The header's language button shows 'CA English', or 'EN' at 390 px, and is named 'Change language or country/region, current language is English'. The product page's 'View in 3D' button is named 'Show 3D modal'. The French pages repeat both, with 'Afficher le modal 3D' on the French product.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. Microsoft Medium
The Surface help page's 'Contact support' link is named 'View all topics'
On Surface help and support, the 'Contact support' link goes to support.microsoft.com/contactus and has the aria-label 'View all topics opens the Surface support webpage', copied from the link beside it. The 'Transfer data to a new PC' button has the label 'Set up your Surface populates the Search line.' axe reports label-content-name-mismatch at all 3 sizes.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. Microsoft Medium
Controls on 26 of 36 pages omit visible words, 'Shop now' and 'Buy' the purchase ones
axe reports label-content-name-mismatch on 26 of the 36 pages, 7 elements on the home page at 1440 px, where 'Shop deals' is named 'Shop Microsoft Store Deals now' and the hero's 'Shop now' is named 'Shop Surface Laptop Ultra'. On Surface, 'Buy' is named 'Learn more about Surface accessories on Microsoft Store', and the French page's 'Acheter' does the same. Compare plans adds 27 with its dialog closed.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. RBC Royal Bank Medium
The RBC home page names 3 article cards 'object Object'
The 3 article cards near the foot of the home page, 'Spotting Scams', 'Banking on the Farm' and 'Fake Websites and Ads', each have the aria-label 'object Object', in square brackets. It replaces the visible title, so all 3 links have the same name. axe reports label-content-name-mismatch on them.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. RBC Royal Bank Medium
The language and search controls in the header have names that differ from their labels
On 41 of the 49 pages axe reports label-content-name-mismatch. The language control shows 'EN' and is named 'Select language' on 34 pages, and the search control shows 'Search RBC...' and is named 'Open search dialog'. On the French phone header 'CONNEXION' is named 'Ouvrir une session sur R B C Banque en direct'.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. Rogers Medium
The header's 'Français' link is a switch with no state, and 'ON' is named 'Province'
The 'Français' control is an element with role=switch holding a link with role=switch, and neither has aria-checked. axe reports it on 49 of the 53 pages. It's a link to the French site, so it has no on or off state. The province control shows 'ON' and has the aria-label 'Province'. Name matching fails on 52 of 53 pages, mostly on that control.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. Rogers Low
The Accessibility page's 'View details' links are named without those words
The 5 'View details' links on the Accessibility page have aria-labels such as 'for Vision accessibility', which leave out the words on screen. The chips on Contact us and Support have the same fault: axe counts 12 and 7 elements at 1440 px, the header's control included.
TD Medium
A 'Get started' button on the chequing page is named for a Starbucks offer
On the TD Unlimited Chequing page the 'Get started' button has the name 'Earn 50% more Stars at Starbucks Learn more', and the French page's 'Commencer' button has the same English name. axe reports label-content-name-mismatch on 6 of the 41 pages; on Mortgages, 'Learn More' is named 'Mortgage Learning Centre'. The mobile app page's Google Play badge is named 'android_app'.
Desktop, 1440 px wide, taken 30 October 2026. The frame marks what the finding is about. UnitedHealthcare Medium
On Shop for a plan, 'Mental health virtual therapy' is named 'View accident insurance'
On Shop for a plan at 1440 and 820 px the link 'Mental health virtual therapy', to the mind-your-health page, has aria-label 'View accident insurance', the name of the Accident insurance link. axe label-content-name-mismatch (serious, WCAG 2.5.3) fails on it. On Find a doctor at 390 px 'Open the app' is named 'Open the UHC app to find a provider'.
Desktop, 1440 px wide, taken 26 October 2026. The frame marks what the finding is about. Verizon Medium
Plan cards read 'Bring your own phone' but are named 'Keep your own phone'
On Unlimited plans the first 'Your phone, your way' card shows 'Bring your own phone' but is named 'Keep your own phone', and is a link to '#' with role='button'; axe label-content-name-mismatch (serious, WCAG 2.5.3) fails on all three cards. On Home internet, 'Link accounts' is named 'Frontier is now part of the Verizon Family' and 'Sign in' 'Are you a Verizon customer?'.
Desktop, 1440 px wide, taken 26 October 2026. The frame marks what the finding is about.
What I’d change
Let the visible text be the name, or start the name with the visible words and put anything extra after them.