As the digital landscape continues to evolve, online accessibility is no longer just a benefit to your users; it's a necessity. This is underscored by the upcoming European Accessibility Act (EAA), a landmark law passed in 2019 which requires private-sector products and services, including websites, to be accessible to persons with disabilities.
The goal of the EAA is to create a more inclusive and consistent online experience for the 87 million people – almost one in five Europeans – who are living with a disability. If your company does business in the EU, you are required to comply with the new law.
Enforcement measures for the EAA are required to take effect in June 2025, and although penalties will vary by EU member state, they can include potential fines and/or removal of products or services from the market. Identifying and fixing accessibility issues takes time, so with the deadline approaching, it’s important for marketers to begin preparing now.
Understanding the Scope of EAA Compliance
The European Accessibility Act represents a significant step forward in ensuring that digital products and services are accessible to everyone, regardless of their abilities. Unlike previous legislation, the EAA specifically targets private-sector entities, placing a legal obligation on companies to make their offerings accessible.
This means products and services must be accessible and allow users with disabilities to utilize assistive technologies (such as screen readers) when engaging with any audiovisual media content. Offerings that are subject to EAA requirements include:
- Websites
- Mobile applications
- E-commerce platforms
- Personal devices like smartphones and computers
- TV equipment and broadcasting services
- E-books
- Electronic signature
- ATMs, ticketing, and check-in machines
- Transportation services
- Payment and banking services
For marketers, this means that accessibility should no longer be seen as a secondary consideration or an afterthought. It’s a legal requirement that directly impacts the ability to reach and engage a significant portion of the population, including older adults. Non-compliance could also result in legal penalties and negative impacts on your brand's reputation.
Five Steps to Prepare for the European Accessibility Act 2025
To ensure your company is ready for the EAA, here are five crucial steps marketers need to take:
1. Assess Your Website’s Current Accessibility Compliance
Audit your website, files and online media to identify issues that may prevent users from fully engaging with your content. Automated accessibility checkers can provide a great starting point and a basic overview, but more comprehensive manual auditing is crucial to fully understanding the scope of compliance. Accessibility experts will be able to identify issues that automated tools can miss, such as problems with screen reader compatibility, keyboard navigation, and appropriately descriptive language.
2. Educate Your Team on Accessibility Standards
Accessibility isn’t just the responsibility of your web development team; it should be a company-wide initiative. Educate your team on accepted global accessibility standards, such as the Web Content Accessibility Guidelines (WCAG).
This will help ensure that everyone involved in the creation and maintenance of your digital properties understands the importance of accessibility and how to implement it effectively.
3. Allocate Budget and Resources for Accessibility Initiatives
If your website wasn’t built with accessibility in mind, achieving full compliance with the EAA will likely require some investment. Whether it's updating your backend code, redesigning your user interface, or developing new content, these efforts will demand both financial and human resources.
As a marketer, it’s important to allocate a budget for these initiatives and ensure the necessary resources are available to hire staff, invest in new tools, or outsource more complex tasks.
4. Reevaluate the Use of Website Accessibility Overlay Tools
Many websites currently rely on accessibility overlay tools, such as AccessiBe or UserWay, which promise to enhance accessibility. However, it’s important to note that these tools, in their current form, are explicitly stated as non-compliant with the EAA by the European Commission.
If your website uses an accessibility overlay tool, now is the time to engage with your vendor and inquire about any planned updates that will bring their product into compliance with the new regulations. Alternatively, you may need to consider other solutions that offer more comprehensive and sustainable improvements. (Read more about common issues with website accessibility overlay tools.)
5. Develop a Plan to Address Accessibility Issues
Once you’ve conducted an accessibility audit and identified areas for improvement, the next step is to develop a plan to address any issues. This plan should include clear timelines, priorities, and responsibilities, ensuring that all necessary changes are implemented well before the EAA deadline in June 2025. Regular progress reviews will help keep things on track and allow you to adjust as needed.
The Bottom Line: Act Now to Achieve EAA Compliance by 2025
The European Accessibility Act is set to transform the digital landscape, making it more inclusive for millions of people. This includes websites, as well as products and services such as applications, banking and payment services, and e-commerce platforms. If your business provides any of these offerings within the EU, the EAA directives will apply.
For marketers, this presents both a challenge and an opportunity. By taking proactive steps to ensure compliance, you can not only avoid potential legal issues down the road, but also position your brand as an accessibility leader.
It’s not just about ticking a legal box; it’s about creating a better experience for all users. The sooner you start preparing, the more time you’ll have to ensure your digital properties are ready for the June 2025 deadline.
If you need assistance identifying and remediating accessibility issues on your website, don’t hesitate to reach out. Our web accessibility experts can conduct a site audit and a subsequent plan to achieve compliance.