Building Inclusive Brands: The European Accessibility Act and Marketing Best Practices

The EAA: A Quick Summary

The primary goal of the European Accessibility Act is to remove more barriers for the (largely underserved) market of around 101 million people with disabilities in the EU. From a digital perspective, core areas of impact include websites, mobile applications, customer support, and e-commerce platforms.

The EAA applies to any business with more than 10 employees and a turnover of above €2 million. This includes a multitude of UK businesses, as any brand with either a physical (e.g., headquartered) or trade (e.g., ecommerce) presence within any EU member state must comply.

The risks of non-compliance could be significant in terms of limited market reach, negative PR, and loss of market leadership. There’s also a risk of financial penalties. The EAA doesn’t set penalties directly. Rather, the advisory organization of each member state will take on this responsibility. If we take a look at existing disability legislation around the EU, there are already some pretty severe repercussions. For example, in Ireland, indicted disability discrimination convictions carry a fine of up to €60,000 and/or imprisonment for up to 18 months.

With the 28 June 2025 deadline for EAA compliance fast approaching, now is the time to assess readiness.

10 Steps to Prepare for EAA Compliance

Preparing for EAA compliance may seem overwhelming – especially because, unlike existing EU laws like the European Directive and EN 301 549B, there’s no single set of technical compliance criteria to follow. However, with a strategic approach, compliance should be easily manageable. Here are the steps to follow:

1. Familiarise yourself with WCAG: The Web Content Accessibility Guidelines provide the baseline for most national accessibility standards globally. So compliance with the most up-to-date version should help you meet the EAA requirements by default.
2. Conduct an accessibility audit: Accessibility-on-demand tools like the Recite Me Accessibility Checker are a fantastic starting point for identifying areas that require updates and improvements. Register for our co-hosted Recite Me x Builtvisible webinar now and you’ll also receive information about our “Quick Start Accessibility Audit” offer. 
3. Consult your legal team: Legislation experts can help you understand the EU’s definition of products and services to which the new regulations apply, which may be different from your own.
4. Consult an accessibility expert: Dedicated web accessibility experts can provide insights on best practices, potential pitfalls, and innovative solutions.
5. Allocate resources: Plan for web accessibility as part of your business strategy, allocate a budget for upgrades, and create accessibility documentation to incorporate into your SOPs. 
6. Educate your team: Ensure everyone in your organisation, especially senior stakeholders, understands the EAA’s impact and consider providing accessibility training.
7. Implement website changes: Focus on areas that will make the biggest difference first. Examples include colour contrast, font size, keyboard navigation, and screen reader compatibility. 
8. Optimise multimedia content: Provide alternative text for images, transcripts for videos, and descriptions for interactive elements to ensure optimum accessibility.
9. Action branding updates: Update your brand guidelines to reference accessibility considerations, including any necessary visual changes—for example, colour combinations that don’t meet EAA guidance criteria.
10. Create a feedback loop: Find ways to gather real-world feedback and designate specific channels where users with diverse needs can report accessibility issues.

“Improving accessibility often aligns closely with SEO. Connect with your SEO team or agency to conduct an audit that can uncover areas like missing alt tags, improper heading structures, or non-descriptive anchor text. These improvements not only boost search visibility but also create a more inclusive experience for all users.” – Abbey Grocott, Associate Strategy Director (Builtvisible).

Not sure where to begin when it comes to accessibility compliance? Or wondering how to position accessibility as a strategic advantage to senior stakeholders? Join our upcoming webinar, “Accessibility for Competitive Advantage: What Every Marketer Needs to Know” on 19 November. In it, we’ll discuss the upcoming legislation, the relationship between SEO and accessibility best practices, what you can do to ensure your brand stays ahead and the business case for doing so. 

Register now. 

Measuring the Benefits of EAA Compliance on Brand Success

Committing to accessibility yields measurable brand benefits. Moreover, tracking accessibility metrics doesn’t just reinforce your commitment to inclusivity. It helps you set goals for continued improvement, establishing inclusion as a pillar of your sustainability strategy. Here are some suggestions for what to monitor:

• Engagement metrics: Compare bounce rates, session lengths, and page interactions against pre-upgrade stats.
• Conversion rates: Track improvements in accessibility that lead to higher conversions.
• Customer feedback: Use surveys and feedback forms to gauge satisfaction and gather insights from users with diverse needs.

Enhance Your Accessibility Strategy Today for Lasting Brand Success in the EU

Don’t wait until the last minute. The time to act is now.

By embracing the EAA as part of your long-term accessibility strategy, you can differentiate your business in the crowded marketplace and build an inclusive, future-ready brand that resonates across the continent. By acting now, you position yourself not just as an industry leader but as an ambassador for a truly inclusive online world, setting the standard for a new era in digital marketing.

Sign up for the co-hosted Recite Me x Builtvisible webinar today to learn more about what’s required and discover how to turn underserved audiences into loyal brand advocates. You can also download Recite Me’s free EAA accessibility checklist to help with your planning.