The Gist
Regulations are here. The European Accessibility Act requires businesses to provide digital access for people with disabilities or risk fines and losing access to key markets.
Automation saves time. Integrating accessibility tools into content workflows helps businesses catch compliance issues before publishing and prevent costly errors.
Inclusion pays off. An accessible website is a chance to reach a $13 trillion market and create lasting customer relationships.
Some enterprises are scrambling to meet the new requirements of the European Accessibility Act (EAA), which goes into effect on June 28, 2025. Essentially, any company that does business with Europe, has over 10 employees and generates over $2.15 million in annual revenue is required to make its website more perceptible to those with visual, motor, auditory and cognitive impairments, or face heavy penalties.
CMOs are certainly feeling the pressure, but it’s ultimately a good thing. Yes, the EAA demands that all companies meet legal requirements, but more importantly, it’s an opportunity to create a more inclusive and user-friendly online environment. The disabled community has historically been among the last considerations for marketing demographics. This trend is not only inconsiderate, biased and grossly exclusive, but it also doesn’t take into account the $13 trillion in spending power of the disability market. In other words, companies that build strong relationships with this demographic will ultimately reap the benefits.
New regulations will significantly impact government entities, travel companies and software providers (and eventually, the CMS and DXP providers serving them). While the largest global enterprises are likely aware of the regulations and are working on compliance, smaller companies may not realize the gravity of the issue until it’s too late.
Key Compliance Standards for the European Accessibility Act
The European Accessibility Act is fairly extensive, and business operators should read about specific guidelines on the European Commission. But in a nutshell, the standards for compliance fall into four categories.
Perceivability. Content must be perceptive for all users to make sure users with visual and hearing impairments can obtain and understand all information.
Operability. Users must be able to navigate and interact with the site without using a mouse (think people who need to use keyboards or voice commands).
Understandability. Clear language and navigation must be used so that all users can understand the contents of the site.
Robust. All content must integrate with assistive technologies, such as screen readers and voice recognition software.
What North American Businesses Need to Know About the European Accessibility Act
The European Accessibility Act (Directive EU 2019/882) sets out digital and physical accessibility standards for products and services offered in the EU. If you're a North American business selling into the European market and you are on the hook within the EEA's compliance parameters, here's what you need to understand to stay compliant by the 2025 enforcement deadline (note: "microenterprises," defined in the Act as businesses that have fewer than 10 employees and does not generate annual revenue of $2.1 million, are off the hook for some compliance standards.
For companies with comprehensive websites, EAA compliance is a massive undertaking. Here are some insider tricks to fast-track digital experiences to compliance.
Develop an Action Plan for EAA Compliance
Even if the deadline seems like a long way off, marketers and developers need to prepare now by making sure they have a clear understanding of how regulations impact specific company types. It sounds simple, but it’s pretty astounding how often this step is missed.
Start by developing an action plan that addresses the accessibility requirements, which include offering alternative text for visual elements, providing transcripts and captions for video and audio content, designing initiative navigation and user interfaces to accommodate assistive technology like screen readers, implementing accessible forms like buttons and interactive elements and offering multiple channels for feedback. Also, those delivering digital experiences must publish an accessibility statement and regularly audit and test access for users with disabilities. Each of these elements should be explicitly outlined in the plan with a definite timeline.
Using Templates to Streamline Accessibility
One of the major aspects of the European Accessibility Act is making sure that design is intuitive and accessible from the start. Tackling this compliance challenge might mean creating a template with the right specs, and marketers can simply edit and confidently publish pages they know are compliant.
But the caveat to this option is a big one. Templates do not allow marketers to get creative with their layouts, so larger businesses with unique brand guidelines often cannot use off-the-shelf templates. This is where it’s important for marketers and designers to plan their templates together to make sure templates comply with new accessibility laws and don’t look cookie-cutter.
How Automation Helps Meet Accessibility Standards
By using the right integrations, marketers can automate the identification of compliance issues right into their content creation and publishing workflows. System set-ups also check for essential elements like alternative text for images, video captions and accessible navigation elements. If any issues are found, the content is flagged, and the publishing process is paused until the issues are resolved.
Basically, automation can help catch the small human errors that often go unnoticed. This is a proactive approach that can save companies hefty fines or limited market access.
Integrate With Specialised Accessibility Tools
DXPs provide foundational support, but CMOs should also consider having third-party accessibility tools integrated into their platform to double-check compliance for all user types.
Here are some examples:
SiteImprove, which directly analyses a website’s overall accessibility.
Screen readers that help marketers understand how users can navigate and interact with a website using audio.
Smart chatbots which can be used by visitors to find information fast.
Other tools that evaluate factors like colour contrast for colour-blind users and confirm that screen readers can effectively navigate and interpret website content.
Building Clear and Inclusive Feedback Channels
The European Accessibility Act requires businesses to provide feedback channels for users to report accessibility issues or offer suggestions for improvement. While these channels include contact pages, teams should consider other avenues for feedback that feel more robust and integrated.
For example, marketers might think about incorporating accessible forms, chatbots and email systems that are visible and prioritize ease of use. Accessibility Statements should be posted in the footer of the website and must clearly state how users can give feedback. This will provide extra assurance that the company is committed to equal access to information.
Why Digital Accessibility Is a Business Imperative
While complying with the European Accessibility Act is mandatory, there are significant business advantages to being inclusive. Remember that people with disabilities spend money, too. By making the website more accessible, companies are giving this audience the best possible experience and building a loyal customer base.
As the deadline approaches, marketers should act sooner rather than later to make sure their websites and digital services meet new standards. With the right tools and strategies in place, leaders can navigate this shift with confidence and create digital customer experiences that are inclusive, accessible and aligned with the future of the web.
