EU Accessibility Act: It’s time to make your digital infrastructure and communications compliant

Failing to meet the new requirements won’t just put you at risk of non-compliance, it could also mean lost revenue, legal penalties, and damage to your brand reputation. But beyond the risks, there’s a golden opportunity: making your marketing more accessible improves customer experience, engagement, and reach. 

Why should you care about accessibility?

Digital accessibility ensures that all users, including those with disabilities, can interact with your content effectively. This applies to a wide range of digital experiences, from websites and mobile applications to marketing automation. Accessible digital design means using readable text with sufficient contrast, scalable fonts, and clear formatting. Visual elements such as images require alternative text so that users relying on screen readers can understand the content. Interactive elements should be keyboard-accessible, and links should have descriptive labels instead of vague terms like “Click here.” The content structure should be logical and clear, enabling assistive technologies to interpret information accurately.

Ignoring accessibility means missing out on a large audience. More than 135 million people in the EU live with some form of disability, and that number increases when considering temporary impairments, such as broken limbs or situational disabilities like trying to read an email or scrolling through a website in bright sunlight. Accessibility is not just a legal or ethical obligation, it is a strategic opportunity to reach a broader audience, improve user experience for everyone, and drive business growth. 

The EAA and its impact on corporate communications

The European Accessibility Act not only sets new legal standards but also fundamentally raises customer expectations for digital accessibility in the EU. Compliance is mandatory for businesses serving EU consumers, regardless of their location.

Non-compliance can result in fines and reputational damage. But beyond that, businesses that embrace accessibility proactively will position themselves as leaders in customer experience and inclusivity. Forward-thinking brands are already working accessibility into their broader marketing strategies, recognizing that accessible content is not only legally required but also a key driver of engagement.

Best practices for accessible digital communication 

1. Design for readability and clarity

Use high-contrast color schemes to improve readability, ensuring that text stands out against background colors. Avoid relying solely on color to convey meaning – use underlines for links and clear labels for buttons. Choose fonts that are easy to read, such as Arial, Verdana, or Roboto. All text should be scalable, allowing users to adjust font sizes without disrupting the layout or usability of the interface.  

2. Optimize for screen readers

Many visually impaired users rely on screen readers to access digital content, whether on websites, applications, emails, or other platforms. To ensure a seamless experience, use semantic HTML elements such as appropriate heading structures, lists, and landmarks, which enable screen readers to interpret and navigate the content logically. Add descriptive alt text for images so that users who can’t see them still understand the context. Avoid embedding text in images, as screen readers won’t be able to process it and potentially leaving important content inaccessible. 

3. Ensure keyboard navigation

Accessible digital experiences must support users who rely on keyboard navigation, without requiring a mouse. This means making sure interactive elements such as buttons, forms, and menus can be accessed using the ‘Tab’ key. Use clear focus indicators so users always know which element is currently selected as they navigate. 

4. Structure content logically

If tables are necessary (for example, in newsletters or data-driven emails), ensure they have properly labeled headers and a clear reading order. The same applies to websites: when presenting data in tables, use semantic HTML markup such as <th> for header cells and <td> for data cells, and define the relationships between them with attributes like scope or headers. This allows screen readers to announce the correct headers for each cell, making complex data tables – such as those found in financial dashboards or product comparison pages – fully accessible to all users. 

5. Make call-to-actions (CTAs) inclusive

Buttons and links should have descriptive labels that indicate what will happen when clicked. Instead of “Click here,” use phrases like “Download the guide” or “Register for the webinar.” This improves clarity for screen reader users and benefits all recipients by making actions more intuitive. 

6. Test for accessibility

Use accessibility testing tools such as WAVE, axe Accessibility Checker, or Google’s Lighthouse to quickly identify common accessibility issues across websites or applications, such as missing alt text or insufficient color contrast. Simulate different user experiences by testing emails with screen readers like NVDA or VoiceOver. Conduct A/B tests with users who rely on assistive technology to gather real-world feedback and refine your approach. 

The business benefits of accessible digital experiences 

Complying with the European Accessibility Act isn’t just about avoiding fines, it’s a strategic advantage and the right thing to do. Accessible digital experiences, whether in emails, websites, or applications, allow businesses to reach a broader audience, including the millions of people with disabilities who might otherwise be excluded. Research shows that clear, well-structured, and accessible content leads to higher engagement, improved open and click-through rates, and increased conversions across digital channels.

By making digital experiences easier to consume and navigate, businesses reduce friction and make it more likely that users will take meaningful action, whether that means completing a purchase, subscribing to a service, or engaging with content. Beyond these performance metrics, accessibility strengthens brand trust and customer loyalty. Consumers increasingly prefer brands that demonstrate inclusivity and social responsibility. By making your marketing accessible, you show a commitment to all your customers, fostering long-term relationships and positive brand perception.

Investing in accessibility now also future-proofs your digital marketing and digital presence overall. As regulations evolve and the global population ages, businesses that prioritize accessibility will be better positioned to adapt and remain relevant. This proactive approach reduces the risk of scrambling to meet new legal requirements at the last minute. 

Act now to stay ahead

With the June 2025 European Accessibility Act deadline fast approaching, businesses that take proactive steps now will avoid compliance headaches while gaining a competitive edge. Now is the time to audit your digital assets – such as websites, applications, and customer portals – against accessibility standards. If you use marketing automation platforms like Salesforce, HubSpot, or SAP Emarsys, ensure your campaigns are ready for the new accessibility standards. Audit your email templates, test for accessibility, and implement best practices to future-proof your marketing efforts. 

If your website is built on a content management system (CMS) or a digital experience platform (DXP) like TYPO3, Sitecore, or Ibexa, review your templates, components, and content workflows to ensure they support accessible design and navigation – now and in the future. Test your site for keyboard accessibility, proper use of headings, alt text, and color contrast, and update your CMS or DXP configurations to enforce accessibility best practices across all pages and content types. 

Want to know more about future-proofing your digital strategy? Our team specializes in helping businesses adapt to evolving regulations while optimizing customer engagement across all digital touchpoints. Get in touch with our experts using the form below!