Think about your day. From scrolling through social media, shopping online, and checking work emails to booking your next vacation and streaming your favorite show, so much of modern life revolves around the internet. Now, close your eyes and try navigating those same tasks with limited resources. Without sight, mobility, or the ability to hear clearly, the digital world becomes a labyrinth of barriers.
All you need to know about the European Accessibility Act
For many of us, accessing information and services online is effortless—a privilege we often take for granted. But what if this ease of access wasn’t universal? The right to equal access to information is a fundamental principle of an inclusive society. With over 87 million people in the European Union living with disabilities, ensuring that our digital spaces are accessible is not only a moral imperative but also a legal and business necessity.
The business case for accessibility
By making their websites accessible, companies can reach a wider audience, tapping into a growing market of loyal customers. Additionally, accessible websites tend to be better optimized for search engines, leading to improved rankings and increased visibility. Businesses that prioritize inclusivity, build trust and enhance their reputation, fostering long-term brand loyalty. Moreover, designing with accessibility in mind often drives innovation, inspiring creative solutions that improve the user experience for everyone. Additionally, designing with accessibility in mind drives innovation, resulting in intuitive navigation and user-friendly features that benefit all users. Ultimately, creating an accessible website is not just about compliance; it is a strategic move that enhances customer satisfaction and business success in the digital landscape.
The EU has a combined purchasing power of disabled people estimated at over €400 billion annually. Failing to accommodate this market means losing potential customers—not just those with permanent disabilities but also healthy individuals experiencing temporary impairments like injuries, or even age-related challenges such as reduced vision or dexterity. Let’s break it down with some real-world numbers to see how much it could impact your bottom line.
The Market You’re Missing
Around 16% of the global population lives with some form of disability—that’s about 1.3 billion people worldwide. Now imagine you run an online store that has 100,000 average monthly visitors, with an average conversion rate (CR) of 2% and an average order value (AOV) of €50. Now, about 15% of your visitors could be individuals with disabilities, meaning 15,000 visitors per month. If your site isn’t accessible, many of these users will leave without making a purchase. Assuming a 2% CR, that’s 300 lost transactions monthly. At €50 per order, you’re leaving €15,000 on the table every month, which adds up to €180,000 annually.
Let’s look a business with higher stakes, like an airline:
- Monthly visitors: 1 million
- Conversion rate (CR): 1%
- Average ticket price: €300
If 15% of those visitors can’t book because the site isn’t accessible, you’re losing 1,500 bookings a month, or €450,000 in revenue monthly—that’s €5.4 million a year!
What is the European Accessibility Act?
To tackle these barriers, the European Accessibility Act (EAA) was introduced. This important legislation sets out clear accessibility standards across the EU, ensuring all digital products and services are inclusive. Adopted in 2019, the EAA must be fully implemented by the official European Accessibility Act deadline, 28 July 2025, with businesses required to comply to avoid legal consequences.
The Act applies not only to companies based in the EU but also to those outside the EU offering services in the region. For instance, a US-based company selling flight tickets to EU destinations must comply with the European Accessibility Act 2025 requirements, whereas a US airline operating solely within the US would not. However, an EU airline operating flights within the EU would unquestionably need to adhere to these rules.
In terms of the businesses that must comply with the EAA, it’s not just about the region of operation—there are also size and turnover requirements. The Act applies to:
- Public sector organizations (across all sizes).
- Private sector businesses with more than 10 employees and an annual turnover exceeding €2 million.
- Large businesses (over 250 employees), even if their turnover is below the €2 million threshold.
- Online platforms and e-commerce businesses, particularly those involved in the sale of goods and services to EU consumers.
The Act covers a wide range of products and services to make sure everyone can use them easily. For example, using simple, clear language helps people with cognitive disabilities understand better. Strong color contrast makes text easier to read for people with low vision, and well-designed forms with helpful labels guide users along the way. Adding subtitles ensures that those with hearing impairments can enjoy video content too.
Businesses that meet these criteria will need to ensure that their digital and physical platforms are accessible by the 2025 deadline or face penalties, including fines and loss of market opportunities.
Digital Services: Websites, e-commerce platforms, mobile applications, and related digital content.
Key sectors covered include
- Digital Services: Websites, e-commerce platforms, mobile applications, and related digital content.
- Transport: Ticketing and check-in machines, information screens, and online booking systems.
- Banking and Payments: ATMs, payment terminals, and digital banking services.
- Telecommunications: Smartphones, communication devices, and telecommunication services.
- E-books and Online Media: E-readers, audio-visual media services (AVMS), and other digital content.
- Consumer Products: Computers, operating systems, household appliances, and digital television equipment requiring interaction.
Additionally, the Act ensures accessibility for critical services like transport user information systems and the European emergency number (112). This comprehensive approach highlights the importance of making both products and services accessible to all users.
The EAA references the Web Content Accessibility Guidelines (WCAG) 2.1, an international standard created by the World Wide Web Consortium (W3C). WCAG 2.1 is designed to ensure that websites, applications, and digital services are accessible to people with various disabilities. Compliance with WCAG 2.1 Level AA is mandatory under the EAA by 28 June 2025.
Here’s an overview of WCAG 2.1 levels:
- Level A: Addresses basic accessibility needs, such as ensuring users can navigate with assistive technologies.
- Level AA: Mid-level requirements, including good color contrast and keyboard navigation, making digital content usable by a broader range of people. This is the required standard under the EAA.
- Level AAA: The highest standard, covering advanced needs such as full subtitles for live audio content. While this level would provide the utmost accessibility, which can be challenging to attain, it is not obligatory.
By adhering to these guidelines, businesses can ensure their platforms are not only compliant but also welcoming to millions of people with disabilities across Europe. The combination of WCAG 2.1 and the EAA provides a clear, actionable framework for creating a more inclusive digital and physical environment.
WCAG 2.1: The Accessibility Standard for the EAA
Who Does Accessibility Benefit?
The European Accessibility Act recognizes the wide spectrum of disabilities, including:
- Visual impairments: Blindness, color blindness, or low vision.
- Hearing impairments: Partial or full hearing loss.
- Mobility challenges: Difficulty using traditional input devices like a mouse or keyboard.
- Cognitive disabilities: Challenges with memory, learning, or concentration.
It’s also important to consider temporary disabilities. A broken arm, an ear infection, or even using a device in bright sunlight can affect how individuals interact with digital platforms. By addressing these needs, businesses not only cater to disabled people but create better experiences for everyone.
Consequences of
Non-Compliance
Ignoring accessibility requirements is about more than just avoiding fines—it’s a critical business risk that extends far beyond legal penalties. Yes, the financial repercussions can be significant, with fines reaching as high as €3 million in some jurisdictions, but the real cost lies in the damage to a company’s reputation, customer trust, and long-term revenue. And let’s not forget the potential cost of lawsuits—accessibility-related legal battles can average €100,000 per case, and they’re entirely avoidable with the right measures.
When a business fails to comply with accessibility standards, it sends a clear message to the public: that inclusivity isn’t a priority. In today’s socially conscious market, this perception can lead to backlash, negative press, and customer boycotts. Social media can amplify these reactions, spreading the word about inaccessible experiences to thousands—or even millions—of potential customers. Rebuilding trust after such an incident can take years and substantial investment.
In extreme cases, sanctions for non-compliance can go beyond financial penalties. Regulators in certain regions have the authority to suspend business operations until issues are resolved. This interruption can halt revenue streams, delay product launches, and create logistical chaos, further eroding customer confidence.
On the flip side, making a website accessible is more than just compliance—it’s a strategic advantage. Inclusive design attracts loyal customers, improves brand perception, and even boosts SEO rankings, which can lead to increased visibility and traffic. The cost of ignoring accessibility is high, but the potential rewards for embracing it are even greater.
In summary, overlooking accessibility isn’t just a legal or ethical lapse; it’s a missed opportunity to tap into a growing, loyal market while avoiding substantial financial and reputational risks.
Ensuring Web Accessibility: A Roadmap to Success
When companies make their websites accessible, they’re not just being inclusive; they’re opening the door to a wider audience. For example, adding captions to videos helps people who are deaf or hard of hearing, while making buttons and links large enough to click easily supports users with motor disabilities. Allowing navigation with a keyboard instead of a mouse makes a website more accessible to those with mobility challenges. Text descriptions for images also ensure that screen readers can relay visual content to users with visual impairments.
Accessibility can be divided into basic improvements and more advanced features. Simple changes, like using readable fonts with strong contrast, ensuring buttons are big enough to click, and labeling forms clearly, can make a huge difference for users with disabilities. These small tweaks help make websites usable for a wider range of people, including those with cognitive or visual impairments.
On the other hand, advanced measures like adding captions and audio transcripts to videos are essential for users who are deaf or hard of hearing. These features go beyond basic accessibility and ensure that users with different needs can fully engage with your content.
To put it into perspective, here’s how a good website compares to a bad one:
- Good Example: A website with easy-to-click buttons, legible text with high contrast, videos that include captions, and clear labels on forms to guide users.
- Bad Example: A website with tiny buttons, poor contrast, no captions on videos, and confusing forms that leave users frustrated.
To successfully navigate the complexities of EAA compliance, it is essential to collect all pertinent information related to your company's specific needs and circumstances. With this thorough understanding, you can determine the most effective strategy to ensure your organization meets all regulatory requirements accurately and efficiently. If you need assistance in enhancing your website's accessibility and aligning with the European Accessibility Act timeline, here’s a straightforward step-by-step guide to help you get started.
- Find Out If the Rules Apply to You
Start by figuring out what accessibility laws or guidelines you need to follow. As we have discussed, the European Accessibility Act is coming into play in 2025 in the EU. In other areas, the WCAG 2.1 guidelines might be the standard. Check what’s required for your industry and audience. - Audit Your Website
Next, take a good look at where your site stands. Use a mix of automated tools and manual checks. It’s also worth asking people with disabilities to test your site—they’ll notice things automated tools might miss. - Plan Your Next Steps
Break things into manageable chunks. Start with easy fixes, like improving font readability and making buttons bigger. Then tackle bigger changes, like adding captions to videos or making the site fully navigable by keyboard. Prioritize based on what will make the biggest impact. - Make the Changes
Start implementing your plan. As you make updates, test each one to ensure it solves the problem. This is where it pays to think like your users—what might seem fine to you might not work for someone else. - Train Your Team
Accessibility isn’t a one-and-done task; it needs to be part of your culture. Train your developers, designers, and content creators so they understand how to build with accessibility in mind from the start. - Keep Testing and Improving
Once your site is accessible, don’t stop there! Regularly test, especially when you add new features or make big updates. Invite feedback from users with disabilities to ensure you’re still on track. - Stay Up to Date
Accessibility laws and guidelines change over time, so keep an eye on them. It’s easier to tweak things along the way than scramble to fix everything all at once later.
As an agency, we specialize in guiding businesses through this process, ensuring that accessibility fixes meet requirements and enhance your overall digital strategy. By making your website more accessible, you not only comply with the law but also create a more inclusive experience that attracts and retains a loyal customer base. From audits to actionable roadmaps, we provide expert support to ensure your platform is inclusive and optimized for success in an increasingly accessibility-conscious market.
Step-by-Step Guide to Web Accessibility
Conclusion
Web accessibility is not just a legal checkbox — it’s a chance to create a more inclusive and equitable digital world. The European Accessibility Act is a pivotal step in this direction, pushing businesses to adapt and innovate while recognizing the value of diversity in the digital space. By achieving EAA compliance, businesses not only comply with regulations but also demonstrate a commitment to empowering millions of people who might otherwise be excluded. Accessibility is about breaking down barriers, whether for someone navigating a website with assistive technology, a user with low vision needing high contrast, or an individual relying on captions to engage with video content.
Whether you’re a web developer, a business owner, or a content creator, embracing accessibility is an investment in your future and the fundamental principle of equality. It’s an opportunity to build stronger connections, enhance brand loyalty, and contribute to a world where digital innovation benefits everyone. As we approach the 2025 deadline, the question is no longer "Why should we make our platforms accessible?" but "Can we afford not to?"
Let’s rise to the challenge together and ensure no one is left behind in our digital future.