European Accessibility Act: Making Digital Products Accessible for Everyone
Read Time: 7 minutes
In our recent webinar, "Designing for Everyone: Making Accessibility a Design Superpower for Success," we explored the crucial implications of the European Accessibility Act (EAA) coming into effect on 28 June 2025. This comprehensive session brought together industry experts to discuss how businesses can prepare for this significant legislative change while creating more inclusive digital experiences.
Why accessibility matters: the business case
The statistics are eye-opening: 27% of the EU population over the age of 16 are living with some form of a disability. That's over 100 million people, equivalent to the combined population of Spain and Italy.
"If your website is not dyslexic friendly, there is a chance that you are alienating 77,800 people alone... which is a loss or missed opportunity of 7 million pounds. And this is just dyslexia; imagine what that number and figure would be when taking into consideration other disabilities people are living with." Drew Masci, 383 Lead Support Engineer
The business case for digital accessibility and inclusion extends beyond compliance:
- Expanded market reach: Access to millions of potential customers currently excluded from digital services
- Improved user experience: Accessible design benefits all users, not just those with disabilities
- Enhanced brand reputation: Demonstrating commitment to inclusivity strengthens brand perception
- SEO benefits: Many accessibility improvements align with search engine optimisation best practices
- Innovation opportunities: Designing for accessibility often drives creative solutions and new approaches
- Cost efficiency: Building accessibility from the start is more economical than retrofitting later
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The European Accessibility Act: What you need to know
Professor Inez Brown, DEI expert and CEO of Mackenzie Brown, provided an insightful introduction to the EAA:
"The directive in the EAA is really aimed at harmonising the accessibility standards right across the European Union, and it wants to ensure that all digital products and services are accessible to people with disabilities."
Who must comply?
The EAA applies to businesses that have:
- Over 10 employees
- Annual turnover of more than €2 million
- Customers based in the EU (regardless of where the business itself is based)
What needs to be accessible?
The Act covers a wide range of digital products and services:
- Websites and mobile applications
- E-books and e-readers
- E-commerce platforms
- Banking and electronic communications
- ATMs and self-service terminals
- Public transport and ticketing systems
- Digital television and media services
Compliance standards
While the EAA doesn't specify detailed technical standards itself, it refers to established guidelines:
"It's focusing on web content accessibility guidelines... the WCAG 2.1. That's part of the legal framework," Prof. Inez Brown
Karl Randay, our Experience Director, elaborated that the EAA primarily expects compliance with WCAG 2.1 level AA standards, which follow four core principles known as POUR:
- Perceivable: Information must be presented in ways users can perceive
- Operable: The interface must be controllable by everyone
- Understandable: Content must be clear and easy to comprehend
- Robust: Content must work with assistive technologies
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Making accessibility work: practical approaches
Our experts shared practical advice for implementing accessibility in digital products:
1. Alternative text and media captions
Professor Brown emphasised the basics: "You want to make sure that there is alternative text or images for those who are trying to access the website where there is an image. It may be that you need to put some text on the image, letting people know what that image is about. When you're looking at videos, there needs to be subtitles."
2. Colour contrast and visual design
"It's got to be an inclusive design. So looking, considering colour, contrast fonts, the layout of the website, so that it's easy on the eye. And for those who have dyspraxia, they struggle with colours."
Drew shared his personal experience with dyslexia and how dark mode transformed his reading ability:
"Reading white on black was an instant game changer. None of the text felt cramped anymore, and it was the first time I was able to read and imagine what was happening on the page as I was going through the book."
3. Keyboard navigation and screen readers
Keyboard accessibility is vital for users who cannot use a mouse. This includes ensuring that all interactive elements are accessible via keyboard and providing "skip to content" links.
Drew demonstrated how challenging navigation can be for users with visual impairments using screen readers, highlighting the importance of proper HTML structure and aria attributes.
4. Plain language and clear structure
Content should be understandable at approximately a 9-year-old reading level, with clear, simple language and logical structure. Professor Brown advised:
"Sometimes I'll go onto websites and they use a lot of jargon for the industry that people don't really understand. So you've got to really ensure it's layman's terms that even a child could go on the website and understand what you're saying."
Industries most impacted by the EAA
When asked about which industries need to prioritise accessibility improvements, Professor Brown identified:
"Anyone who works in the e-commerce industry needs to be making sure that they focus on this and consider their screen readers, their keyboards, users, descriptions, payment gateways..."
"Similar for financial services... they need to make sure that they are ensuring compatibility with screen readers, accounting management tools, formats for financial documents..."
"Another area is public transport and ticketing systems, because everybody uses public transport, and therefore it needs to be a very easy experience for them."
Steps to ensure compliance
Karl outlined a pragmatic approach to achieving EAA compliance:
- Conduct accessibility audits: Assess the current state of digital products and identify gaps
- Implement necessary changes: Work with design and development teams to address issues
- Document accessibility requirements: Create clear documentation for ongoing compliance
- Establish review processes: Set up regular checks to maintain standards
- Engage with accessibility experts: Partner with specialists for complex challenges
- Train team members: Build internal capability for accessibility best practices
- Allocate resources: Ensure ongoing investment in accessibility initiatives
The future of accessible design
The EAA represents not just a compliance requirement but an opportunity to embrace more inclusive design principles. As Karl noted, "By designing, considering accessibility, the experience itself for everybody else becomes much more improved."
The intersection of accessibility and emerging technologies like AI offers exciting possibilities for creating more adaptable, personalised experiences that work for users of all abilities.
This approach aligns perfectly with our friction mapping methodology, helping to identify and remove barriers that prevent users from achieving their goals.
Case study: accessible design in action
We've previously worked with Callsign to enhance the accessibility of their authentication and security systems, partnering with the Royal National Institute of Blind People (RNIB) to conduct thorough accessibility audits. This project showcased how security and accessibility can work hand-in-hand when approached thoughtfully through service design mapping.
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Get your free accessibility audit
With just 85 days until the EAA comes into effect, now is the time to assess your digital products and services for compliance. We're offering a free accessibility audit to help you identify gaps and prioritise improvements.
Want to learn more about making your digital products accessible? Download our FREE European Accessibility Act White Paper to gain insights into how to prepare for June 2025.
Frequently asked questions about the European Accessibility Act
What is the European Accessibility Act?
The European Accessibility Act (EAA) is legislation aimed at harmonising accessibility standards across the European Union. It ensures digital products and services are accessible to people with disabilities, promoting equal opportunities in areas such as education, employment, and transportation.
When does the European Accessibility Act come into effect?
The European Accessibility Act comes into effect on 28 June 2025. Businesses have until this date to ensure their digital products and services are compliant with the accessibility requirements outlined in the Act.
Does the European Accessibility Act apply to UK businesses?
Yes, the European Accessibility Act applies to any business with customers based in the EU, regardless of where the business itself is based. If you're a UK business with EU customers, you will need to comply with the EAA requirements.
What digital products and services are covered by the EAA?
The EAA covers a wide range of digital products and services, including websites, mobile applications, e-books, e-commerce platforms, banking services, electronic communications, digital television, ticketing systems, and self-service terminals.
What are the consequences of non-compliance with the EAA?
Non-compliance with the European Accessibility Act can result in financial penalties, reputational damage, disqualification from public or private service contracts, and loss of customers. As Professor Brown mentioned, "regulatory bodies can impose financial penalties," and companies that are fined will be listed publicly.
What accessibility standards should we follow to comply with the EAA?
The EAA relies on the EN 301 549 standard, which incorporates the Web Content Accessibility Guidelines (WCAG) 2.1 level AA requirements. These guidelines follow the POUR principles: Perceivable, Operable, Understandable, and Robust.
How do we make our website accessible for people with dyslexia?
For people with dyslexia, consider implementing options for dark mode, using dyslexia-friendly fonts like Open Dyslexic 3, ensuring sufficient contrast between text and background, avoiding cursive or elaborate fonts, and providing clear spacing between paragraphs and lines of text.
How can we test our digital products for accessibility?
Comprehensive accessibility testing involves both automated tools and manual testing. While automated tools can identify technical issues, manual testing with actual users who have disabilities provides invaluable insights into real-world accessibility challenges. Working with professional organisations that specialise in accessibility testing, such as the RNIB, is highly recommended. The GOV.UK accessibility guidance also provides excellent resources for testing.
