James Carr

Marketing has seen a fair few widespread industry changes over the last decade:

  • Mobile-first indexing
  • Enforced HTTPS
  • GDPR
  • Core Web Vitals
  • GA4
  • Google’s recent push to make Chrome third-party cookieless by Q4 2024

All of these changes have forced marketers to approach their disciplines slightly different, and all have been in the interest of the end user.

On June 28th 2025, the European Accessibility Act (EAA) will apply to all countries in the EU, as well as international organisations which trade in the EU, and is likely to be another huge industry shake-up. But what does the EAA aim to achieve? Read on to find out more…

What does the EAA aim to achieve?

To answer this question, it’s best to go straight to the source. The European Commission states:

“The European Accessibility Act (Directive 2019/882) is a landmark EU law which requires some everyday products and services to be accessible for persons with disabilities.”

The act aims to make life easier for the 87 million Europeans (almost 20%) who have disabilities, and for those who have temporary impairments. It will help to improve access to services such as public transport, banking services, computers, TVs and e-books, but will also apply to online shops and websites, making it easier for people with disabilities to participate in society on an equal footing to others.

Why should we aim to meet the requirements?

On a fundamental level, everyone should be able to access the same information, services and products regardless of disability. It would be hard to find many people who would argue otherwise.

However, if you need further convincing, there is also a clear commercial benefit to making sure your website is accessible. In the UK alone, it’s estimated that there are 16 million people with disabilities, with an estimated spending power of £275 billion a year. Failing to consider accessibility as part of your online presence means you could be missing out on sales to competitors who have.

What do we need to do to meet the requirements?

Marketers will need to focus on ensuring that online shops and websites are accessible and user-friendly for all their customers. Some of the most common accessibility issues encountered on websites are:

  • Missing or inaccurate alternative text for images
  • Insufficient colour contrast between background and text
  • Inaccurate heading structures
  • Missing WAI-ARIA attributes
  • Links without text alternatives
  • Non-accessible forms
  • Buttons without alt text
  • Uneven spacing in text
  • Image carousels or sliders

Most of the issues listed above are fairly easy to fix, in the case of an existing website, or take into consideration when building a new website, so accessibility for the web is well within reach. If you’re interested in seeing the full range of tasks required to meet different levels of accessibility, WUHCAG has three checklists with clear instructions on how to check your site.

How Elixirr Digital approaches accessibility

Having been involved in website design and build and user experience (UX) for several years, our team has a wealth of knowledge about accessibility and why/how it should be applied:

“Accessibility is, unfortunately, something businesses often overlook, but addressing usability issues makes products more user-friendly for everyone. For instance, adding subtitles in the native language benefits those with hearing impairments, but did you know 61% of young people without hearing impairments also use subtitles when watching shows in their native language? This illustrates how a feature designed for a specific disability can benefit a broader audience.

Additionally, there are lesser-known accessibility issues we need to factor in too. For example, animations and fancy transitions have become commonplace in web design, but these can be problematic for some users, causing migraines and other disorders. Prioritising accessibility in apps and websites is crucial, as it not only aids those with specific needs but also contributes to a better experience for everyone.” – Sarah Fenn, UX Consultant

Combine the upcoming EAA and feedback from experts, and the message is clear: Avoid making accessibility a priority at your peril!

Ready to get started?

Don’t leave it too late to embrace accessibility. It matters! If you want to get ahead of the game with your online presence, improve user experience and make sure your site can be used by everyone who visits, we’re here to help. Speak to our UX website design experts today to find out more.

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