The European Accessibility Act: A Practical Business Guide The European Accessibility Act (EAA) is now in force across the whole of the EU. It impacts all those who sell their products and services into the EU countries. Are you compliant? A transformative piece of legislation, it aims to make everyday products and services more accessible for people with disabilities across Europe. Businesses, public bodies, product, and service providers will need to prepare to ensure they comply with the requirements set out in the EAA. This is a practical guide to understanding the EAA, what it entails, the changes it brings, and most importantly, the steps that organizations can take to become compliant and ultimately ensure that they can continue to offer their products and services within Europe. Contents What Is the European Accessibility Act? Key Accessibility Requirements Legal Implications and Compliance Developing an Accessibility Strategy Accessible Technology and Innovation Customer Service: The Overlooked Accessibility Priority How to Get Started Today Final thoughts What is the European Accessibility Act? The Act primarily focuses on digital products and services, but that covers a multitude of areas such as customer support, media services, ATMs and kiosks, public information services and e-commerce platforms to name just a few. Under the terms of the act, these products and services need to be accessible in terms of their physical design, user interfaces, and their underlying content. Smartphones and tablets Computers and operating systems Banking and payment services and devices ATMs, ticketing, kiosks, and Check-in machines Audio-visual media services E-commerce platforms and websites Public information services such as train timetables The European Accessibility Act (EAA) is a European Union directive that aims to ensure inclusive access to products and services throughout Europe, and improve the functioning of the internal market for accessible products and services. It does this by removing barriers created by different member country jurisdictions and harmonizing accessibility requirements across the EU. It means that any business wishing to trade in the EU, whether it is based inside the EU or outside, will need its products and services to meet a common set of accessibility standards that ensures that people with disabilities can access them without barriers. Key Objectives of the EAA: Increase the availability of accessible products and services Reduce barriers to trade between EU member states by harmonizing national rules on accessibility Enhance the rights of persons with disabilities to participate fully in society Improve the functioning of the internal market for accessible products and services Why Is It Important? Although a far-reaching Act, the EAA is not just about compliance for its own sake. Itʼs about creating a more inclusive society for everyone. With more than 135 million people in Europe living with some form of disability and with that number growing as Europeʼs population ages, accessibility is a moral, economic and now a legal imperative. Businesses that embrace the Actʼs principles and invest in accessibility can expect to improve the user experience for everyone, expand their customer base, and avoid legal penalties down the line. Key Accessibility Requirements The EAA outlines specific requirements for physical products as well as digital services in order to ensure that they are usable by all individuals, regardless of their abilities. The standards are largely based on the Web Content Accessibility Guidelines (WCAG), which already apply to many digital platforms, but the EAA expands the scope to include a broader range of services and products. For Digital Services User Interfaces: Accessible interfaces should ensure that people with disabilities can interact with devices and services easily, including the ability to enlarge text, navigate via keyboard, and use screen readers. Web Content: Websites and mobile applications must be designed to be perceivable, operable, understandable, and robust, in line with WCAG 2.1 standards. Digital Payments: E-commerce platforms and payment services must provide accessible options for making online purchases, from shopping cart interfaces to payment confirmation screens. Customer Support: Customer service must be accessible to persons with disabilities. For example, if troubleshooting steps are provided on a website, then that website must be navigable via assistive tech; if a helpline is offered, there should be a way for a blind user to communicate equivalently. For Physical Services Public Transport: Information and services related to public transportation must be made accessible, including ticket purchasing, timetables, and onboard announcements. Audio-visual Media: Televised content and digital media services must offer accessibility features such as subtitles, audio description, and sign language interpretation. Product Design: Devices such as smartphones, ATMs, kiosks, and ticketing machines must be accessible, incorporating tactile, visual, and auditory cues to assist those with various disabilities. Legal Implications and Compliance The EAA mandates that by June 2025 (already passed), all businesses offering products or services covered by the Act must comply with its accessibility standards. Non-compliance can result in significant penalties, but perhaps more importantly, it can lead to reputational and brand damage and customer dissatisfaction. Penalties for Non-Compliance: Fines: Each EU member state will determine specific fines for non-compliance, but these penalties are expected to be significant, especially for larger companies. Market Exclusion: Companies that fail to comply with the EAA could see their products removed from the market, preventing them from being sold within the EU. Legal Action: Individuals or organizations can file lawsuits against companies that fail to meet accessibility requirements, potentially leading to lengthy and costly legal proceedings. Reporting Requirements: Organizations will be required to provide reports on the accessibility of their products and services, demonstrating compliance with the EAA. These reports must be clear, transparent, and accessible, ensuring that they can be easily understood by both regulators and consumers. Developing an Accessibility Strategy Steps to Building Your Accessibility Strategy Achieving compliance with the EAA will require a well-structured strategy, incorporating both short-term and long-term goals. The strategy should focus on embedding accessibility into the DNA of your organization, from product design through to customer service. Step 1: Leadership Buy-In Start by securing commitment from leadership. Executives must understand the importance of accessibility, both as a legal requirement and as a business opportunity. Step 2: Cross-Functional Teams Assemble a team that includes product managers, designers, developers, marketers, legal experts, and customer service. Accessibility impacts every part of your business, so collaboration is key. Step 3: Accessibility by Design Incorporate accessibility at the start of product or service development. This approach is often referred to as “universal design”, meaning that products are created to be usable by all people, as much as possible, without the need for adaptation. Step 4: Accessible Customer Service Ensure your customer support channels are inclusive for people with disabilities. For blind and low vision consumers in particular, this can include AI-powered assistance that understands visual inputs and video support where agents can “see through” a user’s camera to help resolve issues. Solutions like the Be My Eyes Customer Accessibility Suite, including Service AI, Service Stream, Service Connect, and Service Directory, offer a practical and proven model for delivering support that’s fast, effective, and built for everyone. Step 5: Continuous Learning Accessibility is not a one-time effort itʼs an ongoing process. Provide regular training for your teams to keep them up-to-date on best practices and new technologies that improve accessibility. Step 6: User Feedback Engage with users with disabilities to gather direct feedback on your products and services. This will give you valuable insights into real-world accessibility challenges and help you make necessary improvements. Accessible Technology and Innovation While the EAA sets minimum standards for accessibility, there is an opportunity for businesses to go beyond compliance and innovate in this space. Technology such as our Customer Accessibility Suite mentioned in the previous section offers a wide range of solutions that can enhance accessibility and improve the user experience for everyone, not just those with disabilities. This is particularly true in the customer service and support area where a range of technologies are already being used by forward thinking organizations to provide excellent and accessible customer experiences. For example: Conversational AI virtual assistants that solve a multitude of technical support questions, and sophisticated routing technologies that identify customers requesting accessible assistance are technologies that are already making significant headway in customer service centers. Technology is moving fast however, and those that look to be particularly promising for accessibility are: Artificial Intelligence (AI) is now being used to create more accessible products and services, such as voice-controlled assistants that help users navigate devices without needing to see a screen or use their hands. Augmented Reality (AR) is being applied to public spaces and transport services, helping users with disabilities better navigate their surroundings by providing real-time, context-sensitive information. Natural Language Processing (NLP) such as speech-to-text and text-to-speech applications, can make digital content more accessible to individuals with visual or auditory impairments. Going Beyond Compliance Accessibility should be seen as a continuous improvement process. Companies that invest in accessible design and innovation can differentiate themselves in the market. For example: Apple and Microsoft are often lauded for their commitment to accessibility, which has helped them build strong brand loyalty among users with disabilities. Customer Service: The Overlooked Accessibility Priority As stated previously, the EAA requires accessible customer support for products and services that it covers. Source: Directive (EU) 2019/882 (the European Accessibility Act), Annex I, section III. While many organizations immediately focus on making their core products compliant, service and support channels are just as important and often easier and faster to bring up to standard. Accessible customer service is one of the most visible touchpoints between your organization and your customers. It’s also where frustrations due to inaccessibility can quickly lead to reputational harm or legal exposure. “Customer service is often the most overlooked area in terms of accessibility but is also often the quickest and easiest accessibility win without fundamentally overhauling product design.” – Mike Buckley, CEO at Be My Eyes Support experiences that incorporate accessible technologies such as screen reader–friendly interfaces, keyboard navigation, live video support, or AI-powered assistance can deliver instant wins. These changes can improve satisfaction and loyalty while directly addressing compliance requirements. Platforms like the Be My Eyes Customer Accessibility Suite offer a fast path to accessible service delivery. With tools like Service AI for instant, visual issue resolution, Service Connect and Service Stream for real-time video calls with agents, and Service Directory for easy navigation to the right help desk, businesses can provide inclusive service at scale and without complex technical integrations. How to Get Started Today With the June 2025 deadline already passed, your business should already be compliant. If it isn’t already this could lead to costly legal and financial risks. Step 1: Start Now Begin your accessibility audits and strategy development as soon as possible. The earlier you start, the more time youʼll have to address any challenges or unexpected issues. Step 2: Engage Experts Accessibility is a specialized field. Considerhiring external consultants or working with organizations that have expertise in accessible design and legal compliance. Step 3: Communicate Internally Make sure that all stakeholders within your organization, from leadership to front-line employees, understand the importance of the EAA and their role in ensuring compliance. Step 4: Involve Users Test your products and services with real users with disabilities. Their insights will be invaluable in identifying barriers and finding effective solutions. Step 5: Monitor Progress Regularly review your accessibility progress to ensure that youʼre on track to meet the 2025 deadline. Adjust your strategy as needed to address any gaps. Final thoughts The European Accessibility Act represents a significant step forward in building a more inclusive society. For businesses and service providers, it is an opportunity to not only comply with regulations but to lead the way in creating a world that works for everyone. By taking proactive steps today, you can ensure that your organization is compliant and is poised to thrive in a future where accessibility is a fundamental expectation. Investing in accessibility is not just about meeting legal obligations— itʼs about embracing innovation, improving the overall user experience, and expanding your customer base to include everyone. The time to act is now. Ready to make a start with the easiest accessibility win? Book a FREE, no obligation demo of the Be My Eyes Customer Accessibility Suite today.
