The clock has almost run out, hasn’t it? On June 28, 2025, the European Accessibility Act (EAA) officially came into force, setting a new baseline for accessibility and inclusion throughout the EU and far beyond. For millions including people with disabilities, this isn’t just a legal milestone, it’s a chance at digital and physical independence.
Whether you’re managing a global brand or steering a fast-growing startup, EAA compliance is now essential—not just for legal reasons but for building trust and keeping your business open to Europe’s vast market. Existing products already on the market may continue to be sold until June 30, 2030, even if not fully compliant.
However, all new products must meet EAA standards. By June 28, 2030, full compliance is mandatory. Enforcement will be handled by government bodies, and non-compliant organizations may face fines, penalties, or legal action.
This article is your roadmap to what the EAA really requires, the risks of falling short, and practical ways that brands (big and small) are already stepping up. Let’s break down the complexity, so you can turn compliance into your brand’s next big advantage.
Table of Contents
Introduction: Why the EAA Is a Big Deal
Accessibility isn’t just a technical checklist. It’s about dignity, independence, and the right to belong. In 2025, the EAA is setting out to break down barriers for the EU’s 101 million citizens with disabilities. But its reach goes far beyond Europe. If you sell to EU consumers from anywhere in the world, this law is calling you to act.
And let’s be honest! Accessibility isn’t just a law. It’s a way to show your brand cares, reaches more customers, and stand proudly as a leader.
What Does the EAA Actually Require?
The European Accessibility Act (EAA) does not define technical standards but relies on EN 301 549 as the presumed standard for compliance. This standard includes WCAG 2.1 and is being updated to align with WCAG 2.2. To meet EAA requirements, organizations should aim to conform to WCAG 2.2 Level AA.
EN 301 549 also outlines accessibility requirements for web content, mobile apps, software, and hardware, depending on the product or service.
Meeting these standards means:
- Ensuring compatibility with screen readers, keyboard navigation, and assistive tech
- Using accessible themes, color schemes, and focus indicators for better usability
- Adding captions, transcripts, and audio descriptions to video content
Businesses covered by the EAA must ensure all digital touchpoints i.e, websites, apps, and checkout flows comply with accessibility requirements.
Who needs to comply?
Any business excluding micro-enterprises that offers relevant products or services in the EU must comply with the European Accessibility Act (EAA), regardless of where the company is based. The EAA effectively turns what was once “optional” accessibility into a legal requirement.
The European Accessibility Act applies to a wide range of digital products, services, and technologies across various industries. It focuses on ensuring equal access for people with disabilities by mandating accessibility in hardware, software, websites, mobile apps, and related services.
Here’s a streamlined overview by sector:
E-Commerce & Online Services
- Covered: Consumer-facing websites and mobile apps
- Requirement: Accessibility statements must be published
Retail & Hospitality
Covered: Point-of-sale (POS) devices, kiosks, and self-service technologies
Technology & Device Manufacturers Covered:
- Computers, mobile phones
- Communication and media equipment with computing capabilities
- E-readers, POS systems, and self-service kiosks
Requirement: Packaging, instructions, and labeling must also be accessible
Transportation (Including Airlines)
Covered:
- Websites, mobile apps
- POS devices, kiosks, ticketing systems
- Real-time travel information
Note: Applies to all airlines operating flights departing from the EU
Finance & Banking
Covered:
- Consumer banking websites and apps
- ATMs, POS devices, kiosks
- Contact channels and transaction services
Media & Telecommunications
Covered:
- Mobile apps, websites
- Communication/media equipment with computing capabilities
Requirement: Delivery platforms and features must ensure accessibility
B2B & B2G Vendors
Note: Vendors supplying tech/software to public or private entities must comply to meet customer procurement standards
Healthcare
Note: Only relevant if healthcare services overlap with the covered technologies or digital experiences listed above
Enforcement: What Happens If Businesses Ignore the EAA?
Let’s not sugarcoat it! The consequences are real.
- Stiff penalties: Heavy fines potentially reaching millions or a slice of your EU revenues.
- Market exclusion: Non-compliance can mean your product can be banned from sale from the EU market.
- Loss of partnerships: Big retailers and public contracts will require proof of compliance.
- Trust fallout: Word spreads fast. A single inaccessibility story can go viral, denting your brand’s reputation and bottom line.
Each EU member state is responsible for enforcement, handling complaints, and holding businesses accountable. In this environment, taking a proactive approach to accessibility is not just wise it’s essential.
How Global Brands Are Taking Action
Forward-thinking companies see the EAA as an opportunity that sets them apart.
Here’s how the world’s top brands are getting ahead:
1. Accessibility Audits—Early and Honestly
Major brands conduct honest assessments of every product, service, and digital touchpoint. Real users including those who rely on assistive tech test everything. Automated tools and manual checks spot the gaps.
2. Open, Honest Accessibility Statements
No more hiding accessibility details in fine print. Prominent companies publish clear statements explaining what works, what still needs work, and how clients may specifically report issues or seek assistance.
3. Training: Accessibility Is Everyone’s Job
From designers to customer service, every team learns about accessibility. Why? Because building an inclusive brand needs everyone on board—not just a lone IT expert. From design and development to customer service, all teams receive training to build inclusive experiences.
4. Continuous Feedback and Improvement
Brands schedule recurring accessibility checks and make it easy for users to report problems. They view feedback as a goldmine for improvement.
5. Documentation That Speaks to All
Every manual, box, or support article is rewritten for clarity and available in accessible formats. Businesses make this a standard part of product launches.
6. Expert Partnerships
Don’t do it alone. Global brands hire legal advisors and accessibility consultants to fine-tune their approach and decode the legal fine print and ensure nothing falls through the cracks.
7. Leadership and Accountability
CEOs aren’t delegating compliance—they’re driving it. Budgets, timelines, and goals align, and multi-skilled teams champion accessibility from within the company aligning its objectives to deliver results.
What Steps Can YOUR Business Take Now?
You don’t have to be a giant to get it right. Here’s how businesses of any size can jumpstart their EAA journey:
EAA Compliance Guide
Step 1: Understand EAA Guidelines
- Attend accessibility webinars and consult experts.
- Understand unique obligations. Such as: Microenterprises (under 10 employees and €2M revenue or assets) are exempt.
Step 2: Map and Assess
- Identify product and service fit under EAA.
- Audit digital and physical touchpoints.
Step 3: Prioritize and Plan
- Focus on areas with the biggest customer impact.
- Set timeline and budget.
Step 4: Stay Current on Standards
- Regularly review WCAG and EAA updates to stay compliant.
Step 5: Document and Communicate
- Build and publish accessibility statements.
- Keep records of all steps.
Step 6: Keep the Momentum Going
- Make someone accountable for accessibility.
- Regularly revisit practices.
- Engage with people with disabilities for authentic feedback.
Step 7: Complete the loop
- Ensure the feedback provided is implemented and tested
Conclusion: Make Inclusion Your Legacy
The EAA is more than law; it’s a wake-up call. Brands that rise to the challenge become more resilient, welcoming, and trusted. Accessibility is not just a box to tick, it’s a door to new customers, better products, and lasting loyalty. EAA compliance not only helps avoid legal risks and market restrictions but also brings benefits. It reduces the chance of lawsuits and business disruptions, strengthens your brand by showing a commitment to inclusivity.
So, don’t wait.. Start your journey now. Seek advice where you need it, listen to your users, and let accessibility become a proud part of your brand story. In the end, compliance isn’t just a requirement—it’s an opportunity to lead with heart and vision. Contact us today to understand EAA and how to prepare better.
