The European Accessibility Act: What you need to know

Accessibility matters. Whether you’re a business leader or a software developer, ensuring your products and services are accessible isn’t just good practice—it’s also becoming a legal requirement across the European Union with the European Accessibility Act (EAA), a game-changing directive designed to create a more inclusive digital experience. But not just for European based businesses, this is also relevant for all businesses offering their products or services to the EU.

The EAA, or Directive (EU) 2019/882, is a sweeping piece of legislation that mandates common accessibility standards across the EU. Its goal? To make products and services more accessible to persons with disabilities, fostering inclusivity by eliminating inconsistent accessibility rules among EU member states.

At its core, the EAA is about creating an inclusive society. It empowers individuals with disabilities by enabling independent living, and participation in society on equal terms. On a macro level, it harmonizes accessibility requirements across the EU, making cross-border trade smoother for businesses.

The EAA aligns with the United Nations Convention on the Rights of Persons with Disabilities (UN CRPD) in defining persons with disabilities. But its benefits extend beyond this group. Pregnant women, the elderly, and travelers with temporary physical limitations will also see improved access to essential services.

The directive casts a wide net, covering both products and services. Highlights include:

• Products: Smartphones, consumer computers, e-readers, and self-service terminals like ATMs.
• Services: Electronic communications, e-commerce, transportation, consumer banking, and audiovisual media.

The EAA acknowledges that smaller businesses might face challenges in meeting all its requirements. In cases of “disproportionate burden,” businesses may be exempt from certain obligations if they can prove that compliance imposes undue financial or organizational strain. They also can be exempt if small enough (less than a certain number of employees or annual revenues).

The EAA outlines specific accessibility features that businesses must incorporate:

• Alternative text for images
• Keyboard navigation
• Adjustable font sizes
• Text-to-speech and speech-to-text functionalities
• Captioning and audio descriptions
• Accessible customer support services

These requirements ensure that your products and services are perceivable, operable, and understandable. A statement or online notice of how you comply with the act may also be necessary.

Mark your calendars. By June 28, 2025, all products and services must comply with the EAA’s requirements. National authorities across EU member states will oversee enforcement through market surveillance, investigations, and penalties for non-compliance.

• June 28, 2021: Draft standards introduced.
• June 28, 2025: Deadline for compliance with accessibility standards for new products and services.
• June 28, 2030: Transitional period ends for older contracts and products.
• Indefinite future: Self-service terminals in use before 2025 can remain operational for up to 20 years.

The EAA isn’t just a checklist—it’s an opportunity. By embracing accessibility, you’re opening your doors to a wider audience, improving customer satisfaction, and aligning with global standards.

“As we are transcending more and more into a digital world, the importance of this accessibility act is becoming even more relevant. Many users are opting to use online sites and applications instead of the physical domain (a great example is in the banking industry where over 70% of all bankers are using digital banking applications instead of in bank experiences. So now more than ever, people with disabilities need to have guaranteed access to this digital world, much like already in place in the physical world.”

Darine Fayed VP General Council EMEA for Sinch

The EAA is here to stay, and businesses have a window to adapt. Start early to make compliance less daunting. Remember, accessibility isn’t just about meeting legal obligations—it’s about building trust and inclusivity in every interaction.

Stay ahead of the curve and make your emails and digital services accessible. Mailgun is here to help. Let’s build smarter, more inclusive communications together.

Author: Darine Fayed Darine Fayed is the Vice President Head of Legal EMEA for Sinch. She provides legal counsel on our international contracts, oversees our data protection and handles a variety of other legal matters. She writes often about compliance laws and policy standards that affect email communication.

Co-author: Em Blitstein Em Blitstein is a Sr. Content Marketing Manager at Sinch Mailgun. She manages the Mailgun Blog, curates top-notch content, and falls down SEO rabbit holes. She writes about all things email and loves a good dev deep dive.