Why you should work on your product accessibility

87 million (20%) of the population of the EU and another 13 million in the UK have some form of disability and choose digital products by accessibility that caters to their specific needs.

The European Accessibility Act (EAA) aims to remove barriers created by inconsistent accessibility standards across EU member states, ensuring equal access for over 87 million people with disabilities across Europe.

By June 2025, businesses must fully comply with the Act’s requirements, affecting a wide range of everyday products and services.

The EAA covers a broad spectrum of products and services, crucial for fostering inclusion, among them telecommunication, transport (air, bus, rail, waterborne), e-books and AV media, e-commerce and banking services (including ATMs, payment terminals, and digital banking platforms).

The banking sector, in particular, will face significant changes, covering both in-person and digital banking services, including mobile apps and websites.

Who Needs to Comply?

The EAA applies mainly to new products and services launched after June 28, 2025. However, existing products will need to comply if they undergo significant updates or changes. Microenterprises (with fewer than 10 employees and <€2 million in revenue) are exempt but are encouraged to comply voluntarily for wider market access.

How to comply:

To meet the EAA requirements, businesses must implement a series of strategic actions:

1. Accessibility Audits: Conduct a thorough assessment of current products and services to identify accessibility gaps.

2. Redesign and Enhance: Update existing products and services to meet accessibility standards.

3. Implement Accessibility Features: Ensure digital interfaces meet WCAG 2.1 standards. Physical locations must offer accessibility aids, such as ramps and clear signage.

4. Staff Training: Equip staff to assist customers with disabilities effectively.

5. Monitor Compliance: Establish regular monitoring processes and gather user feedback.

6. Documentation: Maintain comprehensive records demonstrating compliance.

7. Collaboration with Experts: Engage with accessibility experts to test and validate product designs.

Key Point: Implementing WCAG 2.1 standards for digital accessibility is paramount, as the EAA explicitly requires compliance to ensure inclusivity across websites and apps.

Which disabilities are covered by the EAA

The Act addresses a wide range of disabilities to ensure comprehensive inclusion:

- Mobility impairments: Including wheelchair accessibility

- Visual impairments: Total blindness and partial sight

- Hearing impairments: Total and partial hearing loss

- Cognitive impairments: Intellectual disabilities, learning disabilities, etc.

- Other sensory impairments: Speech and touch difficulties

Understanding Inclusive Design

Inclusive design means creating products and services that are usable by everyone, regardless of their abilities. It isn’t about finding a "one-size-fits-all" solution but rather developing multiple pathways to ensure that everyone can engage effectively. This approach fosters a sense of belonging and engagement for all users.

Accessibility is about ensuring that products and services can be used independently and effectively by people with disabilities.

Why Is Accessibility Important?

Adopting accessibility isn’t just about compliance; it’s about business growth:

*A 2018 Accenture study revealed that companies prioritizing inclusivity had 20% higher revenue and 30% higher profit margins.

*Inclusively designed products can benefit up to four times the size of the intended audience, as found by the Centre for Inclusive Design.

Despite these advantages, accessibility challenges persist:

*86.4% of web homepages have low-contrast text (WebAIM, 2021).

*Banking websites have a 58% accessibility failure rate.

A Real-World Example of Inclusive Design

An excellent illustration of inclusive design is the pedestrian crossing system in the UK, which includes:

*Audible signals for the visually impaired

*Tactile rotating cones for the deafblind

*High-contrast visual signals for those with visual impairments

*Accessible button placement for wheelchair users

These features, while almost invisible to most users, make a significant difference for those who need them, illustrating the power of inclusive design.

By embracing these changes now, your organization can gain a competitive advantage, foster a more inclusive society, and tap into a larger market—all while ensuring compliance with the EAA.

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