EU Accessibility Act

Understanding the EU Accessibility Act 2025 and its impact on your brand

No matter how you market your brand, a large potential customer base is being ignored if certain audiences can’t engage. If your blogs, social posts, reels and ads lack accessibility features, then how can you expect people with disabilities to engage?

This might then reflect badly on your brand. If your product/service is the destination at the end of the road, then a lack of accessibility is a fallen tree. If you have the right tools, then you can make it past the blockade. If you lack accessibility, you’re telling the driver to abandon their car and go home.

Accessibility features aren’t just for disabled people, with some features simply making content more engaging for all users (everyone knows someone who watches Netflix with subtitles on). By engaging with accessibility, you increase engagement and conversions from many different audience types. Ignoring the requirements of the EU Accessibility Act 2025 means potentially losing a large audience and risking damage to your brand reputation.

Websites – Your company’s website is often the first touchpoint new customers experience. By ensuring a smooth, accessible experience, you set high expectations and maintain audience attention for the future. Navigation features such as keyboard controls encourage users to explore your site to its full extent. Your website’s colour contrast may affect usability too, but when designing it, you also need to keep brand guidelines in mind. This can be difficult to balance without a team of web experts to assist you.

Reports/PDFs – It’s essential for any important documentation (public and confidential) to feature accessibility features so all necessary parties can understand its content. If stakeholders can’t access an annual report, then it might encourage them to pull support from your company. A lack of accessibility can create pitfalls in how you reach and communicate with your audience. Features like alt text and screen reader functionality help ensure your reports meet EU Accessibility Act 2025 standards.

Corporate videos – When creating content as visual/audio heavy as corporate videos, you have plenty of opportunity to optimise the content for disabled audience members. Corporate videos are a highly efficient way to convey key brand messaging, processes and goals. Whether it’s visuals, voiceover or text readability, if an element is taken away, will viewers get the message you’re trying to send? You should do what you can to ensure everyone gets the same experience.

Visually impaired users could be provided the option for audio description or even colour swaps for colourblind people. Accurate subtitles will support hearing-impaired viewers, while also making it more engaging to audiences with their own preferences.

Things to note about the EU Accessibility Act 2025

  1. You don’t need to undergo certification. Compliance is self-declared by businesses; however, if challenged, you will need to provide evidence to prove so.
  2. Non-compliance will result in penalties enforced by the EU, including:
    • Penalties scaled according to the severity of the violation.
    • Product and service recalls for serious breaches.
    • Potential legal action for ongoing or major non-compliance.

    Products developed or updated after June 2025 must be accessible upon release. Existing products have until 2035 to achieve compliance.

The EU Accessibility Act 2025, approved in 2019, takes effect in June 2025. All businesses must meet the new accessibility standards by this deadline to avoid penalties.

The Act ensures that products and services across the EU are accessible to people with diverse abilities, especially focusing on digital accessibility. Previously, inconsistent accessibility requirements across different regions led to confusion and inaccessibility. Since 135 million EU residents live with disabilities, creating an inclusive digital environment is essential. The Act helps standardise accessibility, ensuring equal access to online services and experiences.

Exemptions and the UK

Now that the UK is no longer part of the European Union, you may be asking, “Why is this relevant to me?”

UK businesses serving EU customers must also comply with these regulations due to the Act’s extraterritorial reach. This is known as “extraterritorial reach.” It applies to the same sectors/digital services mentioned above. UK public service bodies are also required to comply with Web Content Accessibility Guidelines 2.1 and 2.2, meaning there will be crossover in areas such as public transport, government material such as e-books and council finance platforms.

Companies known as ‘Microenterprises’ will be exempt from the EU Accessibility Act 2025 requirements. Microenterprises are defined as businesses with fewer than 10 employees and an annual turnover not exceeding 10 million euros.

What must your business do by 28th June 2025?

If you’re looking to develop a digital service, it’s vital you do it with the knowledge necessary to provide full compliance. We have plenty of experience with developing digital services for clients and accessibility is always a key factor in their success. Meeting the EU Accessibility Act 2025 standards is not only a legal obligation but a strategic opportunity to broaden your customer base and improve digital inclusivity.

Which sectors are affected and why is accessibility essential in each?

E-commerce platforms

Online shopping systems must be usable by individuals with disabilities. Many users rely on keyboard navigation due to limited hand mobility, so systems should allow for browsing, adding to cart, and checkout without a mouse. The EU Accessibility Act 2025 mandates these platforms to remove barriers.

Banking and financial services

These are essential for managing daily life. Interfaces should minimise the risk of user errors, especially for those using screen readers. Detailed alt text helps ensure users fully understand buttons and transactions, supporting both safety and independence. These measures align with EU Accessibility Act 2025 requirements.

Telecommunications

Both the services and access platforms must meet accessibility standards. Users with no mobility should be able to manage accounts and pay bills using assistive technologies like voice control.

Transport services

Accessibility in transport extends beyond apps like Uber—it includes ticketing systems, self-service terminals and customer support. Many people with limited mobility rely heavily on transport. Alerts for colourblind and visually impaired users and the provision of wheelchair-accessible options help ensure access to critical services.

Ebooks

Both the digital books and reading devices must support accessibility. Vision-impaired users benefit from screen readers, while alternative control types, descriptive alt text for covers, and bookmarking tools assist those with memory or mobility issues.

Self-service terminals

These are increasingly used for tasks like ticketing, checkout, food ordering, and more. Touchscreens often exclude users with mobility challenges, so options like button controls or voice commands are important. Printouts should also be accessible, using braille or QR codes where possible.

If you’re looking to develop a digital service, it’s vital you do it with the knowledge necessary to provide full compliance. We have plenty of experience with developing digital services for clients and accessibility is always a key factor to their success.

Whether you’re looking to engage users with an ebook download, create corporate videos showcasing your brand, or creating digital experiences, accessibility is essential. We can help you out.

Get in touch today.

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Written by

Luke Wilkinson

Strategic Marketing Manager

Luke brings his creatively strategic talents to the team, helping our customers produce bespoke strategic marketing campaigns to suit any audience.

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