Navigating the European Accessibility Act for Businesses

March 16, 2024
|In Accessibility, UX Design
|By Valentina

In less than two months, the European Accessibility Act (EAA) will come into full force, changing the way businesses across the EU (and beyond) design, develop, and deliver products and services. If GDPR was the wake-up call for data privacy, the EAA is doing the same for digital accessibility.

So, what does it mean for your business? And more importantly, how can you turn compliance into a competitive advantage?

Let’s break it down.

Digital Accessibility

🧭 What Is the European Accessibility Act?

The EAA is a directive introduced by the European Union to ensure equal access to key products and services for people with disabilities across all member states. It covers:

  • Websites & mobile apps

  • E-commerce platforms

  • Banking services

  • E-books & e-readers

  • ATMs, ticketing machines & self-service kiosks

  • Telecom & digital TV services

Deadline: All new products and services placed on the EU market must comply with accessibility requirements by 28 June 2025. Existing services get a 5-year grace period if they were launched before this date.

📊 Why It Matters More Than You Think

But this isn’t just about doing the right thing — it’s about future-proofing your business.

Accessibility isn’t a checkbox. It’s a growth strategy.

✅ Who Needs to Comply?

If you’re operating in the EU and offer digital services or consumer-facing tech — you’re in scope.

Examples:

  • A Dutch fintech offering an app-based savings account? Yes.

  • A SaaS company selling HR tools across the EU? Yes.

  • A German mobility startup with self-service rental kiosks? Definitely yes.

  • A French e-commerce site selling products in multiple EU countries? You guessed it, yes.

  • Even non-EU businesses that trade within the EU market are expected to comply.

💡 Turning Compliance into a Competitive Advantage

Here’s the good news: businesses that act early can gain much more than legal safety.

1. Attract More Customers

Example: Apple leads in accessible tech not just because it’s the right thing to do, but because it opens doors to millions of users. VoiceOver, Dynamic Text, and other features are used by people with and without disabilities.

2. Improve User Experience for All

Designing for accessibility often results in cleaner interfaces, better usability, and stronger mobile performance. Think of closed captions on videos — once created for deaf audiences, now widely used in noisy (or quiet) environments.

3. Boost Your Brand Reputation

Modern consumers and job seekers are increasingly values-driven. Companies demonstrating inclusive practices often attract more loyalty — and talent.

4. Reduce Legal Risk

We’re entering a world where digital accessibility lawsuits are rising. Acting now protects your brand later.

🔧 What You Can Do Now

Here’s your 6-step starter checklist:

  1. Audit your digital products against the WCAG 2.1 accessibility standards

  2. Train your design, dev, and content teams on inclusive design

  3. Start small but start now: focus on core user journeys first

  4. Appoint an Accessibility Champion within your product org

  5. Include accessibility in RFPs and vendor contracts

  6. Test with real users, including people with disabilities

👉 If you need help making sense of WCAG, try Aaardvark’s Plain English WCAG guide — a free tool that simplifies the guidelines for real-world teams.

🌍 Example: How a Mid-Sized EU Retailer Got It Right

Austrian online retailer “GrünMarkt” started making its website accessible in 2023. It added keyboard navigation, alternative text for all product images, and ensured full screen reader compatibility.

The result? A 12% increase in conversion rates, lower bounce rates, and several new partnership deals with public-sector institutions — who now demand accessibility compliance from suppliers.

📣 Final Thought: Don’t Wait for the Deadline

The European Accessibility Act is not just another regulation. It’s a call to action for businesses to step up, not just because they have to, but because they should.

And for those who get ahead? The rewards will extend far beyond compliance.