The European Accessibility Act and What It Means for Digital Businesses

The European Accessibility Act (EAA), which comes into effect on 28 June 2025, is set to change how businesses deliver digital services across the EU. Its goal is simple but vital: to break down barriers for people with disabilities and create a more inclusive digital world.

For digital businesses, this means making sure that websites, apps, ecommerce platforms and digital content are accessible to all users, regardless of ability.

What is the European Accessibility Act?

The EAA is being introduced to remove barriers for people with disabilities and its introduction marks a significant step forward in improving access to essential products and services across the EU.

The EAA aims to create a fairer, more inclusive society by making sure people with disabilities can access the same products and services as everyone else. From now on, new products and services will need to meet specific accessibility standards, and existing offerings may need to be updated to remain compliant.

The Act covers both physical and digital touchpoints. That includes everyday items like ATMs, computers, smartphones and ticket machines, as well as digital services such as websites, e-commerce platforms, banking apps and e-books. In short, if it’s offered to the public, it needs to be accessible.

Although it’s an EU initiative, UK businesses trading into the EU also need to take note. If you sell goods or services into any EU member state, your business will need to comply - even if you’re based in the UK. The only exception is for micro-enterprises, but even then, best practice leans towards voluntary adoption.

Now’s the time to review your products, platforms and customer journeys. If you’re keen to stay compliant and do the right thing for all users, but need a little guidance, we’re here to help.

What’s the importance for digital businesses?

The EAA aims to create a digital environment that works for everyone and that includes making some of the most widely used online services more inclusive by law. 

Websites
A website is often the first point of contact for customers. Under the EAA, it must be navigable, readable and usable for people with a range of physical or cognitive needs, supporting stronger engagement and a more inclusive brand experience.

Ecommerce
From browsing to checkout, online shopping journeys must be accessible. Clear layouts, readable content, and keyboard or screen reader compatibility are now essential, rather than just helpful.

Digital services
Banking, transport bookings, utility accounts; any digital service must be designed to accommodate all users. Accessibility builds trust and improves usability for every customer.

Apps
Mobile experiences must offer the same level of accessibility as websites. That means intuitive design, scalable text, voice-over support and compatibility with assistive tech.

Streaming media
From video-on-demand to music platforms, content must be available with features like subtitles, audio descriptions and accessible controls, giving everyone equal access to entertainment.

Electronic communications
Email, messaging and video calls need to be inclusive. Whether it’s layout, contrast, or compatibility with screen readers, accessible communication supports connection for all.

Assistive technologies
These technologies must integrate seamlessly with mainstream platforms. The EAA helps ensure they’re treated as a standard part of digital infrastructure, not an afterthought.

What is WCAG and why does it matter?

The Web Content Accessibility Guidelines (WCAG) set the global benchmark for making websites and digital content accessible to everyone, including people with visual, hearing, motor or cognitive impairments.

Built around four core principles, content must be Perceivable, Operable, Understandable and Robust. WCAG helps businesses create digital experiences that are easier to navigate, interact with and trust. From providing text alternatives for images, to ensuring your site works smoothly with screen readers, these guidelines offer a clear framework for inclusive design.

But accessibility isn’t just a tick-box exercise. Meeting WCAG standards improves user experience for all, not just those with specific needs. It supports better search engine visibility, faster site performance, and a more thoughtful, usable customer journey.

With the introduction of the EAA, compliance is now a legal requirement for many businesses. But more than that, it’s an opportunity to make your digital presence more open, welcoming and effective - future-proofing your digital platforms and strengthening your brand reputation in the process.

Did you know?

• 1 in 5 people in the UK are affected by web accessibility barriers

• 97.4% of websites tested in WebAIM’s 2023 study had accessibility errors

• £24.8 billion  estimated annual online spending power of disabled people in the UK

• 70% of disabled users click away from websites they find difficult to use

• £17.1 billion  estimated annual lost revenue in the UK due to inaccessible websites (2019 figure)

Optimum experience and performance

The minimum benchmark for accessibility is WCAG 2.1, with WCAG 2.2 emerging as the latest best practice. At Serenity, we urge you to adopt these standards, not just to remain legally compliant, but also to improve user experience, SEO, and website performance.

Search engines such as Google favour accessible websites as they’re easier for all users - and search engine bots - to navigate and understand. Good accessibility overlaps with many core SEO principles, including clear site structure, meaningful headings, image alt text, and usable mobile design.

Building accessibility into your digital strategy can contribute to stronger search visibility and better engagement with users.

How can businesses align with the EAA?

Follow these key steps to ensure your business aligns with the EAA:

• Check if your business and website fall under EAA scope

• Work with your digital partners to assess current accessibility

• Identify and prioritise improvements

• Consider how accessibility can be built into ongoing development and content

• Monitor EU and UK regulatory changes going forward

How we can help

As a highly-experienced Communications Consultancy, we can provide you with:

• UX and content consultancy with accessibility in mind

• Technical web development using accessibility-first principles

• Support for design and content teams to embed accessibility

• Ongoing support as standards evolve

Get in touch

Accessibility isn’t just about compliance, it’s about creating a better user experience for all. Serenity believes in designing inclusively and sustainably, and we see the EAA is an opportunity for businesses to build more accessible, user-friendly digital experiences for their customers.

For guidance on how you can build accessibility into your digital strategy, please get in touch.

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