Digital accessibility has moved to the forefront of business thinking this year as companies ready themselves for the introduction of new regulatory requirements.
With the deadline for compliance with the European Accessibility Act (EAA) set for June 28, many companies conducting business within the EU are having to ensure their digital assets are accessible to all. Penalties for non-compliance will vary across the EU’s 27 Member States, but fines and potential market bans are on the table.
The likelihood is that a significant number of companies will not meet this deadline. According to our State of Digital Accessibility Report, more than a third (34.3%) of European respondents surveyed in Q3 2024 hadn’t yet taken action to comply with the EAA – despite 87.3% saying that the law applies to their organisation.
But, while the risks are real, avoiding penalties is hardly the only reason businesses should consider prioritising digital accessibility. Beyond helping organisations uphold a moral obligation not to discriminate, greater accessibility can fuel commercial success.
In the same report mentioned above, we found that more than nine out of ten professionals in Europe consider digital accessibility a competitive advantage – with a similar number (84%) saying it helps to improve revenue. So, although the EAA may provide an imperative to act, businesses should also treat compliance as an investment in business growth.
To help anyone in the early stages of their digital accessibility journey realise those benefits, I’ve outlined five steps that will help organisations start working toward EAA compliance.
1. Understand risks and requirements
With every Member State implementing the EAA through national legislation, obligations will differ depending on the country. In France, for example, certain organisations are required to publish annual and multi-year accessibility plans. Additionally, some countries have harsher penalties than others. In Ireland, for instance, non-compliance may in certain cases be punishable with jail time. It’s important to understand what your specific obligations are, based on the markets you operate in.
The EAA also has different requirements for different products and services. So, if you haven’t already, review your offerings and find out what falls within the scope of the EAA. You will want to consider what your company offers right now, and also what you’re planning to introduce in the future.
2. Audit and amend
Once you’ve identified your obligations, audit your digital assets to ensure they conform with the European standard for information and communications technology (ICT) accessibility: EN 301 549.
This audit should combine automated and manual testing. Specialised software tools are available that can quickly scan digital experiences to detect common accessibility issues. However, no tool on the market is currently capable of a comprehensive and wholly accurate assessment – so manual testing by accessibility professionals is also required. Preferably, these testers will include people with disabilities who are native users of assistive technologies, like screen readers.
Thorough testing will reveal any potential barriers for users, such as difficult-to-navigate interfaces and colour contrast problems. Then, remediation can quickly begin.
3. Ensure progress is sustainable
Digital accessibility is a continuous practice, not a one-time project. To remain compliant over the long term, companies will need tools and processes that support sustainable progress. These include:
- Monitoring: New issues can arise as digital product or service offerings are updated and upgraded. Regular scans and checks to catch these issues are necessary to stay on track.
- The gathering of feedback: Encouraging users to get in touch and share input can help you provide a better digital experience.
- Specialised accessibility tools: Tools like accessibility software development kits (SDKs) and design plugins allow your team to proactively resolve problems, and more efficiently scale digital accessibility across all your company’s products and services.
4. Educate your workforce
It’s also advisable to provide accessibility training to your teams. The EAA deadline is an opportunity for all organisations to draw attention to digital accessibility and empower staff with the skills to efficiently address and prevent issues.
By educating everyone from your product developers to the marketing team, you’ll be more likely to realise potential business gains. For example, research shows that professionals at organisations that offer “highly effective” training are 2.7 times more likely to say that digital accessibility contributes to improved customer retention.
5. Make a statement
The EAA demands transparency. To comply with the law, organisations must publish detailed information about their offerings’ accessibility, which we recommend providing in the form of an accessibility statement. This statement should include a description of your product or service, as well as its accessibility features. It should also explain how your offering conforms to standards like EN 301 549, and provide contact information for users to submit feedback.
Inclusive design benefits everyone
It’s important to remember that digital accessibility is an ongoing journey. While this journey often starts with meeting compliance requirements, organisations that invest in accessibility ultimately invest in innovation that benefits everyone.
Consider the “curb cut” effect: Curb cuts were originally invented by a group of students in the U.S., who reduced the height of a pavement curb to help classmates in wheelchairs. By cutting this curb, they also ended up providing greater access to people with buggies, bicycles, trollies and more.
Digital accessibility has a similar result. When companies remove barriers for users with disabilities on a website, mobile app, or digital product, they build more streamlined, intuitive, and enjoyable digital experiences for all users.
Rather than treating the EAA as an imposition, businesses should embrace it as a catalyst for positive change. The upcoming deadline is an opportunity to understand whether your digital experiences are open to everyone – and, if not, take the necessary steps to ensure the widest possible group of people can engage with your business.
Sil Segal
Sil Segal is Global CMO at Level Access, leading marketing strategy, brand, communications, and demand generation for the category leader in digital accessibility.
