The future is inclusive: Get to know the European Accessibility Act

It’s time to stop treating accessibility as something that is “nice to have” and start seeing it as a MUST-HAVE. 

Starting June 28 2025, the European Accessibility Act (EAA), a new law imposed by the EU, will require a wide range of digital platforms and service providers, such as websites, apps, e-commerce shops, email campaigns, and communications, and many others, to be accessible to all audiences, including those with certain specific disabilities.

What does this mean? Simply put, if you operate within the EU, this can go way beyond compliance. The EAA will be a legal requirement for all businesses listed above and the absence of such compliance can very much present consequences. On top of this, following this requirement can bring a positive impact on your business, not only opening up your brand to a wider audience, but also providing a great sense of ethical responsibility.

Join us as we take a deeper look at this new act and how it can impact you (and your business).

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What is the European Accessibility Act?

The EAA is an EU directive that harmonizes accessibility rules across Member States to improve digital access for people with disabilities and older citizens. 

According to the European Commission, both businesses and users will benefit from this act, and here’s how:

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For businesses:

The European Accessibility Act will introduce common EU-wide rules, which will help reduce business costs by eliminating the need to comply with different national accessibility laws. This harmonization will simplify compliance efforts and ensure consistency across all EU countries. Additionally, the EAA will make cross-border trade easier, allowing businesses to expand their reach without facing varying legal requirements. By prioritizing accessibility, companies will also gain access to a larger market for accessible solutions, enabling them to serve a more diverse customer base, improve brand reputation, and drive innovation in digital inclusivity.

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For users:

For users, the EAA will bring significant benefits by ensuring better access to essential services such as banking, e-commerce, and communication platforms. With standardized accessibility requirements, individuals with disabilities will be able to engage with digital products more seamlessly, leading to more inclusive and user-friendly digital experiences. The legislation also encourages competition, which can result in lower prices and a wider selection of services, ultimately benefiting all consumers. Moreover, as accessibility becomes a priority, there will be greater demand for professionals specializing in accessibility and UX design, creating new job opportunities and fostering a more inclusive digital workforce.

Who’s affected?

The EAA affects a wide range of sectors and organizations. Public sector entities are required to comply with accessibility regulations to ensure their services are available to all citizens. Similarly, businesses that offer digital products or services in the EU, even if they are headquartered outside of Europe, must align with these new standards. 

Industries such as banking, telecommunications, e-commerce, and transportation are particularly impacted, as their services play a crucial role in everyday life. In short, if your business operates online within the EU, these regulations apply to you, making accessibility an essential aspect of your digital strategy moving forward.

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What’s changing in 2025?

We already learnt that, from June 28, 2025, all websites, apps, and digital platforms must comply with the EAA. But what will be the consequences of non-compliance?

Non-compliance may result in complaints, audits, or fines, depending on how each country enforces this new law. However, something we do know is that, in some cases, fines can very well reach amounts as high as €12,000.

But more than that, your brand’s credibility and trust are at risk, which might impact your overall sales and business capital.

Accessibility & UX: Why it matters

Accessibility isn’t just about visual impairments, it also includes motor, auditory, cognitive, and situational limitations.

In a recent #FLAGtalks, João de Brito (Head of Design at DSwiss AG) shared how following accessibility laws can (and will) boost a simpler and more intuitive experience for a global audience of over 1.3 billion people worldwide, originating an increase in brand loyalty and an improved reputation. After all, “Accessibility is a human right. Who are we to deny it?”

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What does good accessibility look like?

Making your digital platforms accessible isn’t just a one-time task; it’s an ongoing commitment to inclusivity. Ensuring accessibility means designing in a way that allows everyone, including people with disabilities, to navigate and interact with your platform without facing any potential barriers.

Here are some key accessibility practices to follow to ensure you reach the minimum WCAG 2.2 AA level :

• Use Semantic HTML: This means structuring your website using proper HTML elements (such as <header>, <nav>, <section>, and <button>) so that assistive technologies, like screen readers, can interpret your content correctly.

• Add Alt Text to Images: Alternative text (alt text) provides descriptions for images, helping visually impaired users understand the content when using screen readers.

• Ensure Proper Color Contrast: Text should have enough contrast against its background to be easily readable, especially for users with low vision or color blindness. Tools like the WebAIM Contrast Checker can help you test this.

• Enable Keyboard Navigation: Not everyone can use a mouse or touchscreen. Ensure that users can navigate your website using only a keyboard by implementing logical tab orders and focus indicators.

• Use Scalable Font Sizes: Text should be resizable without losing clarity or breaking the layout, allowing users to adjust it according to their needs.

• Don’t Rely on Color Alone: Important information (like error messages or required fields) should not be conveyed by color alone. Use text labels, icons, or patterns to ensure clarity.

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Oh wait, but what exactly is WCAG?

WCAG (Web Content Accessibility Guidelines) is the internationally recognized standard for digital accessibility, providing a structured framework to ensure websites and digital products are usable by people with disabilities.

There are three levels of WCAG compliance:

• Level A (basic accessibility): The minimum level, addressing major barriers that prevent access.

• Level AA (enhanced accessibility): The recommended standard for most organizations, covering essential usability features like proper contrast, keyboard accessibility, and screen reader compatibility.

• Level AAA (highest accessibility): The most advanced level, but often challenging for all content to fully align.

For most businesses, WCAG 2.2 Level AA is the standard to aim for, as it ensures that accessibility is not just technically compliant but genuinely user-friendly.

By following the guidelines mentioned in the previous section, you can create an experience that is usable for everyone, improving your brand’s reach, reputation, and legal compliance, and therefore reaching the WCAG 2.2 level AA.

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Where to Start?

Ensuring digital accessibility may seem overwhelming, but taking a structured approach can make the process more manageable. 
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• Audit your digital platforms: The first step is to audit your digital platforms to identify existing accessibility barriers. Various tools, such as Stark, Wave, Axe, NVDA, Gov.pt, and Eye-Able, can help detect issues related to contrast, navigation, screen reader compatibility, and other key accessibility factors.

• Fix the basics: Once you’ve identified problem areas, start by fixing the basics. Focus on critical elements such as adding proper labels to forms, improving color contrast for readability, and ensuring seamless keyboard navigation. Addressing these foundational aspects can make an immediate impact on usability and compliance.

• Make it part of the process: Next, make accessibility a core part of your workflow by integrating it into sprints and development cycles. Instead of treating accessibility as an afterthought, bake it into every stage of your product design and development process.

• Get your team involved: Getting your entire team involved is crucial. Accessibility isn’t just the responsibility of developers; it requires collaboration across design, content, and UX teams. Educating and aligning everyone on best practices will ensure long-term success.

• Test with real users: Finally, test with real users. Automated tools are helpful, but user feedback is invaluable in identifying real-world challenges that might not be immediately obvious. Engaging people with disabilities in usability testing will provide key insights and help refine the overall experience.
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By following this action plan, businesses like yours can create digital products that are not only compliant with accessibility laws but also more inclusive and user-friendly for all.
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Accessibility is no longer optional.

Following and complying with the EAA is not just about legal risk; it’s about building a digital world that works for and with everyone, delivering great and memorable experiences.

Don’t wait until June 2025 to act, the time is now! Align with your team and start taking the first steps toward a more accessible future. 

Need help? Feel free to contact our team at JMR Digital for more information and tactics on implementing the EAA across your digital sphere.