Another day, another European regulation that companies in the United States have to comply with – and for once, we are not talking about GDPR. The European Accessibility Act (EAA), which comes into effect on June 28, 2025, is designed to promote inclusion and accessibility for people with disabilities.
In this article, we’ll explain what the EAA is, how it impacts U.S. organizations, and how as a marketer you can comply with the law.
What Is The European Accessibility Act?
The EAA requires businesses selling certain digital products and services in the EU to ensure accessibility for people with disabilities.
The main goal of the act is to remove barriers faced by people with disabilities and the elderly, allowing them to participate fully in society and the economy. It also aims to harmonize accessibility rules across the EU, making it easier for businesses to operate cross-border and innovate in inclusive design.
What Types of Products and Services Are Covered?
The EAA covers accessibility requirements for a wide range of digital and physical services, including:
- Ecommerce websites and apps
- Email communications and software
- Smartphones and computers
- ATMs, ticketing machines, self-service kiosks
- Banking services
- Transport booking systems
- Telecommunication services
- E-books and e-readers
Essentially, if you’re a U.S.-based online marketer, SaaS provider, ecommerce platform, digital publisher, or tech manufacturer selling into Europe, you’re very likely affected and must comply.
Why Should American Businesses Care?
The EAA might seem like a distant regulation that American firms shouldn’t lose any sleep over. However, there are three key reasons why you should care:
1. Legal Compliance: Even without a physical EU presence, offering products/services to EU consumers makes you subject to EU laws – just like with GDPR. Non-compliance can lead to regulatory action, fines, product bans, or contractual issues with EU partners. While the fines will depend on the country and severity of the violation, non-compliance with the EAA could result in significant financial and operational consequences, especially for companies operating across multiple EU markets.
2. Competitive Advantage: Meeting EAA standards means you’re not just legally compliant—you’re also accessible to a wider audience. In a market where accessibility and inclusion are growing priorities, that’s a brand and sales win. Consider this: Approximately 87 million people in the EU live with some form of disability, representing a significant portion of the market. By making emails accessible, businesses can engage this underserved demographic, potentially increasing their customer base and revenue.
3. Global Accessibility Trend: The EAA is part of a broader global shift which includes local regulation in the U.S. like the longstanding Americans with Disabilities Act (ADA). which is increasingly being interpreted to include digital accessibility. Under the ADA, many lawsuits have already targeted U.S. companies for non-accessible websites and apps.
Key Accessibility Considerations for Email Campaigns
Creating accessible emails isn’t just about ticking compliance boxes. It’s about ensuring that every subscriber, regardless of ability, can understand, navigate, and engage with your message. Here are five essential areas to focus on:
- Use of Alternative Text: Ensure that all images, including logos, buttons, and banners, have meaningful and descriptive alt text. This allows screen readers to convey the image’s purpose to visually impaired users, ensuring they don’t miss out on important content or calls to action. Avoid using generic phrases like “image” or “click here” – be specific and helpful.
- Maintain Proper Color Contrast: Design your emails with sufficient contrast between text and background colors to improve readability for users with low vision or color blindness.
- Semantic HTML Structure: Use semantic HTML elements, such as <h1>, <h2>, <p>, and <ul>, to give structure and meaning to your content. This helps assistive technologies like screen readers interpret the content hierarchy and enables smoother navigation for users with visual impairments.
- Keyboard Navigation: Make sure that all interactive elements, including buttons, links, and forms, can be accessed and operated using only a keyboard. This is essential for users with motor disabilities who cannot use a mouse or touchscreen. Use logical tab orders and visible focus indicators to guide users through the content.
Clear and Concise Language: Use simple, direct language that’s easy to read and understand. This benefits users with cognitive disabilities, non-native speakers, and those reading on small screens or in noisy environments. Avoid jargon, break up long paragraphs, and use bullet points for clarity.
Your First Steps Towards EAA Compliance
If your business markets or sells digital products and services to EU customers, it’s essential to prepare for the European Accessibility Act (EAA) before the June 28, 2025 enforcement deadline. Here’s how to get started:
Audit your digital products (websites, apps, emails) for accessibility
Conduct a thorough accessibility review of all customer-facing digital assets. This includes not only your website and mobile apps but also email templates, checkout flows, support portals, and embedded tools. Use automated testing tools and manual testing with assistive technologies to identify barriers that could prevent full user access.
Align with recognized standards
Adopt globally accepted accessibility guidelines such as the Web Content Accessibility Guidelines (WCAG) 2.1 Level AA, and for EU compliance, refer to EN 301 549, the official European ICT standard. These benchmarks provide clear, technical criteria to help ensure your content is perceivable, operable, understandable, and robust.
Work with local EU partners or legal advisors
Since the EAA is implemented differently in each EU member state, partner with legal counsel or digital compliance experts in your target markets. They can help interpret local legislation, clarify exemptions (e.g., for microenterprises), and guide you through national enforcement mechanisms.
Update contracts and compliance policies
Review and revise internal and third-party vendor contracts to ensure accessibility requirements are addressed and clearly documented. Include accessibility in product development policies, RFPs, and service-level agreements (SLAs) to reduce future risk and align your organization with upcoming regulatory expectations.
Learn More
To learn more about how the marketing experts at emfluence can help your organization comply with global accessibility regulations, including the EAA and ADA, contact us today at expert@emfluence.com.
