A practical guide for change agents

The European Accessibility Act 2025

It’s crackers to think that the 1994 Disability Discrimination Act is 30 years old, and that the pertinent Section 508 updates came in 1998. It’s an indictment of our industry that even today, according to the WebAIM Million study in 2023, found that 96.3% of the top 1 million home pages failed to meet WCAG 2.0 level AA standards. 

Time to go again then, but this time with the European Accessibility Act 2025 (EAA), and like GDPR, the EAA applies to any company selling products or services into the EU market, regardless of where the business is based. So, if you’re outside the EU with digital services accessible to EU users, compliance is mandatory.

  • E-commerce sites must meet accessibility standards if they target EU customers.
  • SaaS companies with global audiences must ensure their platforms adhere to EAA requirements.
  • Travel, banking, and telecommunications services offering cross-border solutions in the EU will need to comply.

So a parallel with GDPR:  similar to how GDPR imposed data privacy obligations on global companies targeting EU residents, the EAA holds international businesses accountable for accessibility.

Right then… Buckle up.

Accessibility as a strategic advantage

When accessibility is mentioned, many organisations instinctively think of compliance—a necessary tick-box exercise to avoid legal penalties. But what if we flipped the script? What if accessibility wasn’t just a regulatory burden but a strategic advantage—driving innovation, expanding markets, and fostering deeper customer loyalty?

With the European Accessibility Act (EAA) coming into effect in 2025, businesses across the EU and beyond will face new mandates to ensure products and services are accessible to all users, including those with disabilities. But this isn’t just about avoiding fines—it’s about future-proofing your organisation for an increasingly inclusive world.

This article breaks down the EAA, its implications, and how businesses can move from reactive compliance to proactive growth by embedding accessibility into their core strategies.

What is the European Accessibility Act?

The EAA is a landmark piece of legislation designed to harmonise accessibility requirements across the European Union. Its goal is to ensure that people with disabilities have equal access to key products and services, fostering a more inclusive society and economy.

Who does it apply to?

  • Products: Includes ATMs, ticketing machines, smartphones, computers, and more.
  • Services: Encompasses e-commerce, banking, transport, and telecommunication platforms.
  • Scope: The Act applies to businesses operating in the EU and non-EU businesses selling into the EU market.

When does it come into force?

  • Full compliance is required by June 28, 2025, with a phased rollout for existing products and services.

The basics of compliance

At its core, the EAA mandates that businesses make their products and services perceivable, operable, understandable, and robust—principles already familiar to those versed in WCAG (Web Content Accessibility Guidelines). Here are key areas to focus on:

  1. Digital Accessibility: Websites, apps, and digital tools must be fully navigable for users with visual, auditory, cognitive, or motor impairments.
  2. Physical Accessibility: Devices such as ticket machines and kiosks must include tactile, visual, and auditory feedback to accommodate all users.
  3. Information Clarity: Instructions and customer communications (digital or otherwise) must be simple and understandable, avoiding jargon and complexity.

Failing to comply risks more than fines: reputational damage, customer churn, and exclusion from tenders or contracts in regulated industries.

Why accessibility is more than compliance

For change agents, the EAA is a rare opportunity to reframe accessibility as a driver of competitive advantage. Here’s how:

Expand market reach

      1. The Business Case: According to the European Commission, there are over 135 million people with disabilities in Europe. Accessibility doesn’t just meet their needs—it opens doors to families, caregivers, and ageing populations.
      2. Opportunity: Inclusive design can capture untapped market segments, especially as Europe’s population continues to age.

Boost customer loyalty

      1. Trust First: Users who feel seen and valued stay loyal. Building accessible services aligns with broader principles of transparency, privacy, and user-centricity.
      2. Example: Accessible platforms tend to be simpler and more intuitive, benefiting all users—not just those with disabilities.

Drive innovation

    1. Necessity = Invention: Many accessibility requirements (e.g., voice controls, dynamic interfaces) spur innovation that enhances usability for everyone. Think of how closed captions, originally designed for the hearing impaired, are now widely used in noisy environments or on silent video playback.

Broader implications of the European Accessibility Act

UK Relevance: Following EU’s Lead

Although the European Accessibility Act (EAA) is an EU regulation, its implications stretch far beyond Europe’s borders. For UK businesses, there are two critical considerations. First, the Act services to EU customers must comply regardless of their location. Second, history shows that the UK often aligns with EU accessibility and consumer protection standards, as evidenced by post-GDPR data regulations. Ignoring the EAA’s principles could leave businesses unprepared for similar future requirements in the UK. Embracing accessibility now not only ensures compliance but positions organisations as proactive leaders in inclusive design—earning trust and loyalty in a globally competitive market. 

Accessibility as a Trust Driver

Accessibility is often treated as a compliance box-tick, but its real power lies in fostering trust and loyalty by creating seamless, inclusive experiences for everyone. Consider accessibility challenges that regulations might not yet address but are critical in building ethical, customer-first experiences:

  • Situational/Environmental Factors: Bright sunlight or noisy environments make interfaces harder to use; adaptable interfaces can alleviate these challenges.
  • Location-Based Barriers: Users in areas with low connectivity or operating in different time zones benefit from experiences designed with asynchronous or offline functionality.
  • Literacy Challenges: Low literacy levels, non-native audiences, or those unfamiliar with specific terminology need intuitive, jargon-free interfaces.
  • Sensory Preferences: Interfaces that allow customisation of sensory inputs—such as muted colours, vibration feedback, or font size adjustments—can enhance usability for diverse groups.

Age-Related Needs: Older users may require more time to complete tasks, clearer navigation, or forgiving error handling that prioritises guidance over penalisation.

How to prepare: practical steps for compliance and growth

Conduct an Accessibility Audit

    1. Start by evaluating your current products and services against WCAG standards and the EAA’s requirements. Identify gaps and prioritise fixes based on impact.
    2. Create Cross-Functional Alignment
    3. Accessibility isn’t just a design problem—it spans product, tech, compliance, and leadership teams. Assign clear accountability and make accessibility a shared goal.

Invest in Training

Upskill your teams on accessibility principles, tools, and testing methods. Accessibility isn’t static—fostering a culture of continuous learning is key, so really, we’re talking about training everyone who is involved in the product development process and not just the core product team (design and dev).

 

 

Prototype Accessible Features Early

Embed accessibility into your design sprints and product development processes. Early testing with users with disabilities can prevent costly retrofitting later.

Build for the Future

Consider how autonomous agents and AI-driven tools could empower users to tailor their experiences further. Think about dynamic consent interfaces or personalisation for older users who may also benefit from enhanced accessibility features.

The Else perspective: turning accessibility into a strategic advantage

At Else, we’ve always championed human-centred design as the foundation of great products and services. The EAA doesn’t just align with this ethos—it amplifies it. By embedding accessibility into your strategy, you can:

  • Build trust with your customers by demonstrating genuine care for their needs.
  • Differentiate your brand in crowded markets where user-centricity is increasingly a key factor in purchasing decisions.
  • Unlock new revenue streams by serving diverse audiences, from the differently-abled to the ageing population.

Looking ahead: accessibility as a pillar of ethical growth

The European Accessibility Act is a reminder that good design is inclusive design. By taking proactive steps today, businesses can ensure compliance by 2025 while unlocking opportunities to foster loyalty, innovation, and market differentiation.

If you’re wondering how to turn accessibility from a compliance burden into a growth strategy, join us for our upcoming event, “Reimagine Accessibility: Turning Compliance Into Competitive Advantage.” With industry leaders like Jonathan Hassell and Elizabeth Buie, we’ll decode the EAA and provide actionable frameworks for embedding accessibility into your business.

TL/DR

  1. The EAA mandates accessibility across products and services by June 2025.
  2. Compliance isn’t optional—but it can unlock growth by reaching underserved markets and fostering loyalty.
  3. Practical steps include audits, early testing, and cross-functional collaboration.
  4. Join our event to learn how accessibility can drive your next wave of innovation.