The European Accessibility Act and what it means for you

The online world should be for everyone. But sadly, much like the real world, for millions of people with disabilities, navigating websites, apps and digital content still comes with frustrating barriers. Enter the European Accessibility Act, a piece of legislation designed to (finally) make things more inclusive. For both brands and users, this Act is more than just a guideline, it’s a game-changer. Here’s what it means for you.

Wait, what is the European Accessibility Act?

Proposed back in 2015 and passed in 2019, the European Accessibility Act (EAA) sets out a clear set of accessibility standards for businesses across the European Union. It means by 2025, companies offering products and services in the EU (wherever they’re based) must make sure their digital and physical spaces are accessible to people of all abilities. This includes everything from websites and apps to e-books, online banking and even ticketing machines.

But why does the EAA matter?

Accessibility is more than just compliance, it’s about creating a better experience for everyone. In the EU alone, over 100 million people live with some form of disability. And as our population continues to age that number is only growing. That means making your digital presence inclusive isn’t just the right thing to do ethically but economically, too - helping your brand to reach a wider audience. 

But there’s more. Failing to meet the EAA’s requirements could result in fines, legal action and reputational damage - things no company wants to face (duh). On the flip side, becoming truly accessible can help you build a loyal community, improve your SEO performance and set your brand apart as a leader in inclusivity.

And what does it mean for my brand?

If your business operates in the EU (that doesn’t have to mean being based there - selling there is enough) you’ll need to comply with the EAA by 28th June 2025. Here’s what that could look like.

• Websites and apps - People who use assistive technologies, such as screen readers or voice recognition software, must be able to navigate your digital platforms. Think clean design, clear text and intuitive navigation.

• Ecommerce platforms - Online stores must make sure product descriptions, payment processes and customer support are completely accessible.

• Content formats - PDFs, videos and other multimedia need to include accessible alternatives like captions and audio descriptions.

• Physical products with digital interfaces - Devices such as ATMs, ticket machines and smartphones must meet the usability standards set out in the Act.

What can I do to prepare?

We know that accessibility can feel overwhelming, especially if you’re new to it. That’s where we come in. Our Accessibility Audit is designed to spot areas where your website, app or general digital presence could up its inclusivity game. Whether that’s simplifying your navigation, adding alt text to images, or rethinking your site’s structure, we’ll support you on your accessibility journey and make sure you’re ready for next June.

Because we’re the B-corp certified brand and digital agency dedicated to creating and reshaping brands for good. Just get in touch and we’ll show you how inclusivity can be positive for both people and profits.