What the European Accessibility Act 2025 means for digital design and user experience

Taking full effect on June 28, 2025, the EAA moves accessibility from an optional feature to a legal requirement by EU law. And Brexit or not, UK businesses selling products or services into the EU must also comply.

For designers, UX professionals, and brands, it’s more than ticking boxes – it’s about creating experiences that truly work for all users, from navigation and interaction to visual design and content. This includes building tools and features that remove barriers for users with disabilities, especially those with visual impairments.

So, where should you begin with making sure your business, work or creative outputs are compliant?

In this article, we outline the key 2025 changes, who must comply, and practical steps to make your digital presence accessible, inclusive, and legally compliant.

What changed in 2025?

Since June 28, 2025, the European Accessibility Act (EAA) has moved from guidance to a legal requirement. All covered digital products and services must meet accessibility standards, ensuring they are usable by everyone. Full stop.

The Act’s journey has been gradual:

• June 2019: The EAA was officially published by the European Union.
• 28 June 2022: This was the deadline for EU Member States to transpose the European Accessibility Act into their national laws.
• 28 June 2025: The key date when all Member States must begin applying the EAA’s accessibility measures.
• 2030: By this year, services must stop using inaccessible products already in use before June 28, 2025. Member States will also begin reporting on the Act’s impact and implementation.

As of June 2025, the EAA now includes formal monitoring and enforcement. Non-compliance can result in penalties. National market surveillance authorities in each EU Member State are responsible for day-to-day monitoring and enforcement, while the European Commission oversees implementation at an EU-wide level.

Who does the act apply to?

The EAA applies to a defined list of consumer-facing products and services, including e-commerce platforms, banking services, audiovisual media services, transport ticketing systems, and certain hardware and operating systems.

Private sector

• The Act applies to both large organisations and small and medium-sized enterprises (SMEs). Only microenterprises (fewer than 10 employees and under €2 million turnover) may receive limited exemptions for certain services, and even then, only where compliance would create a disproportionate burden.
• While the EAA focuses on consumer-facing products and services, accessibility is increasingly being built into public procurement and corporate supplier requirements, meaning B2B and B2G suppliers may be expected to meet accessibility standards as part of tendering and compliance processes.

For designers and brand teams, this means accessibility isn’t optional – it directly affects how your products, services, and content are chosen, purchased, and trusted.

Public sector services

Public bodies – from local councils and transport services to universities – must ensure their digital touchpoints are accessible. This includes:

• Websites and portals
• Mobile apps
• ATMs, ticket machines, and check-in kiosks

Here, design plays a big role: clear navigation, legible content, and consistent user experiences all support compliance. Service providers managing these touchpoints must ensure that accessibility features are integrated to prevent common accessibility issues.

How is this relevant to branding and websites?

The European Accessibility Act is not just about compliance; it’s about how your brand shows up in the digital world.

Accessibility directly impacts the way people experience your business online. If your website, app, product or service isn’t usable by everyone, you risk excluding entire audiences, damaging trust, and weakening your brand reputation.

On the flip side, accessible design builds credibility, expands your reach, and positions your brand as inclusive and customer-first.

Products and services covered

For digital services

• E-commerce and online platforms: Websites, mobile applications, and booking systems must comply with accessibility standards to ensure users can browse, select, and purchase products without barriers. This includes accessible navigation, clear product descriptions, and user-friendly checkout processes – all of which not only meet compliance obligations but also enhance customer trust and reduce abandonment rates.
• E-books and digital publications: Digital publications must be usable by screen readers and support features like text resizing. For publishers, accessible formats reinforce a brand’s commitment to inclusivity.
• ATMs and banking services: Online banking apps, ATMs, and customer communication systems must be designed for all users. Check-in machines in airports and other locations across the EU must also meet accessibility standards.
• Audio-visual media services: Platforms like Netflix, Spotify, and other streaming or telecommunication services must ensure their apps and websites are accessible. Features like captions, transcripts, and navigable interfaces make content inclusive and enhance brand value.

For physical products and services

• Public transport ticketing and information systems: Ticket machines, mobile apps, self-service terminals, and real-time travel updates must be easy to use for everyone. Transport providers who prioritise accessibility strengthen brand reliability and customer experience.
• Hardware and Operating Systems: Devices, including smartphones, computers, and other digital equipment, must be accessible in both design and operation. This encompasses physical interfaces, on-screen navigation, packaging, and user support materials. While this leans more toward product design, it also affects how brands communicate instructions, packaging, and digital support.
• Public transport and ticketing systems: Ticket machines, self-service kiosks, mobile apps, and travel information systems must provide accessible, easy-to-understand options for all passengers. Ensuring accessible transport experiences enhances reliability, inclusivity, and brand reputation.

How to comply with the European Accessibility Act

Here’s what businesses, designers, and brand teams need to focus on:

Technical and functional accessibility requirements

Compliance goes beyond adding alt text or tweaking colour contrast. Organisations must assess their full digital ecosystem – websites, apps, e-commerce platforms, and product interfaces – against the functional requirements outlined in the EAA.

For example, a ticketing app should be navigable by screen reader, while ATMs or kiosks may need audio-assisted functions. For brands, this means accessibility isn’t hidden in the backend; it becomes part of the customer-facing design that shapes trust and connection.

WCAG 2.1 Level AA alignment

At the core of digital compliance is alignment with the Web Content Accessibility Guidelines (WCAG 2.1 Level AA). This global benchmark ensures that websites and apps are perceivable, operable, understandable, and robust. Learn more about them here: Principles of Accessibility: Everything You Need To Know.

For designers and UX teams, this translates into clear navigation, flexible text layouts, consistent interaction patterns, and interfaces that can be used with or without a mouse. Meeting WCAG not only satisfies a legal baseline but also reduces friction for all users, improving brand loyalty and customer retention.

Procurement policies and documentation

Accessibility must be built into procurement from the start. Whether importing products into the EU or commissioning a new website from an agency, businesses must require suppliers to meet EAA standards. Designers and marketers should expect accessibility to be part of every brief, contract, and deliverable.

In addition, organisations are required to provide documentation, such as accessibility statements or conformance reports, that outline how products and services meet requirements. This transparency reinforces brand credibility: customers can see you take inclusivity seriously, rather than treating it as a hidden tick-box exercise.

Testing, validation, and remediation

Accessibility is never ‘done’. Businesses must commit to ongoing testing and audits using both automated tools and human review. Regular validation ensures that design updates, new campaigns, or software changes don’t accidentally exclude users. When issues are identified, they must be remediated quickly and thoroughly.

For brand and UX teams, this creates an opportunity: usability testing with diverse audiences often surfaces insights that improve the overall customer journey. What helps someone with a disability, such as simplified checkout flows or clearer typography, often enhances the experience for every user, strengthening your brand’s reputation for ease and reliability.

Digital accessibility: What you need to know

What digital accessibility means under the EAA

The European Accessibility Act (EAA) makes digital accessibility a must-have, not a nice-to-have. In simple terms, your digital shopfront should be open to everyone.

For e-commerce especially, this means designing from top to bottom with inclusivity in mind – pages should be easy to navigate without a mouse, clear for screen readers, and built to deliver a smooth experience for every customer. Done well, accessibility not only keeps you compliant but also builds stronger connections with your audience.

How to design accessible websites and apps

Accessibility begins with clarity and consistency. Focus on design elements that make your digital content easy to see, understand, and interact with:

• Use high colour contrast and readable typography.
• Add descriptive alt text for all images.
• Ensure full keyboard and assistive technology compatibility.
• Structure content with clear headings and logical order.
• Keep navigation intuitive and predictable.

These best practices improve usability for everyone, not just those with disabilities, and reinforce your brand’s professionalism and inclusivity.

Common compliance mistakes to avoid

Even well-intentioned designs can fall short of accessibility standards. Avoid these frequent mistakes:

• Using colour alone to communicate meaning.
• Omitting captions or transcripts for video and audio content.
• Locking essential content inside inaccessible PDFs or images of text.

Addressing these issues early prevents compliance risks and ensures every visitor can engage with your brand. Explore more: Studio Noel articles on digital accessibility.

Brand accessibility: What you need to know

Why brand accessibility comes first

Accessibility doesn’t start on your website; it starts with your brand identity. If your brand isn’t inclusive at its core, every expression of it, from campaigns and content to packaging and products, will carry the same barriers.

By considering accessibility from the very beginning, you build a stronger foundation: a brand that communicates clearly, confidently, and consistently with every audience. An inclusive brand not only meets compliance expectations but also strengthens trust and connection across all customer touchpoints.

How to design an accessible brand

Focus on visual and verbal elements that make your brand easy to recognise, read, and relate to:

• Colour: Use palettes with strong contrast to support readability and visibility.
• Typography: Choose typefaces that are clear, legible, and adaptable across print and digital formats.
• Logos and graphics: Design assets that scale well and maintain clarity at all sizes.
• Language: Keep tone of voice inclusive, straightforward, and welcoming.

Together, these principles ensure your brand feels open, professional, and inclusive, no matter where or how it appears.

Common mistakes to avoid

Even strong visual identities can fall short on accessibility. Watch out for:

• Overly decorative fonts that reduce legibility.
• Low-contrast colour combinations that make text or logos hard to read.
• Brand guidelines that don’t translate digitally, leading to inconsistency or inaccessibility across channels.

Addressing these issues early prevents confusion, strengthens impact, and helps your brand connect with every audience. For more practical steps, explore our Brand Accessibility PDF guide on the Studio Noel website.

Physical accessibility requirements

Designing accessible hardware and products

Physical accessibility starts with thoughtful product design. Hardware and devices should be easy to reach, operate, and interact with for everyone – regardless of physical ability.
When designing, consider:

• Height and reachability of controls and displays.
• Weight and grip for ease of handling.
• Tactile feedback and sensory cues to support users with visual or hearing impairments.
• Safety and comfort, ensuring usability across a diverse range of abilities and environments.

Building these considerations into your design process creates products that are intuitive, practical, and inclusive by default.

Ensuring compatibility with assistive technologies

Products and devices should work seamlessly with assistive technologies such as:

• Screen readers and voice interfaces
• Alternative input devices (e.g., switches, adaptive keyboards, or eye-tracking systems)
• Hearing aids and captioning systems

This compatibility ensures that all users can engage with your product, expanding accessibility and reinforcing your commitment to inclusive design.

Embedding inclusive design principles

Inclusive design means anticipating a wide range of user needs from the very beginning – not retrofitting solutions later. Consider physical, sensory, and cognitive differences when developing products and interfaces.

Even small adjustments can have a big impact:

• Adjustable controls for comfort and reach.
• Clear labelling and intuitive layouts.
• Ergonomic features that make use effortless and enjoyable.

By embedding accessibility into every stage of design, you create products that are safer, more comfortable, and welcoming for everyone.

Benefits of EAA compliance

Making your digital products and services accessible isn’t just about following the law – it delivers real business advantages. Key benefits include:

• Reach wider audiences: Designing websites, apps, and services that everyone can use – including the 135+ million people with disabilities across the EU – instantly expands your market. Accessibility removes barriers, helping every customer connect with your brand.
• Show corporate responsibility: Prioritising accessibility shows that your business values inclusivity and fairness. This commitment builds public trust and enhances your reputation as a responsible, people-focused organisation.
• Improve SEO and user experience: Accessible design naturally aligns with good UX and SEO practices: clear navigation, well-structured pages, and readable content. The result is better engagement, improved search visibility, and smoother experiences for every user.
• Strengthen brand reputation: A brand that designs for everyone communicates professionalism, empathy, and care. Accessibility reinforces credibility and signals that you understand and respect the needs of your entire audience.
• Boost customer loyalty: When users find your products easy and enjoyable to use, they come back. Inclusive experiences foster repeat engagement and long-term relationships, turning accessibility into a driver of loyalty.
• Avoid legal risks: Complying with the EAA helps you avoid potential fines, complaints, and costly redesigns. It also demonstrates that your organisation is proactive, transparent, and compliant with international accessibility standards.

Make accessibility your advantage

The European Accessibility Act is more than a legal obligation; it’s a chance to make your brand truly inclusive, improve user experiences, and reach wider audiences across the EU market.

From websites and apps to products and physical services, accessibility touches every aspect of digital and physical design. Complying isn’t just about avoiding penalties; it’s about building trust, credibility, and loyalty with every user.

At Studio Noel, we specialise in creating accessible, inclusive, and legally compliant digital experiences that elevate your brand. Let us help you turn accessibility into a competitive advantage- ensuring your design, UX, and brand speak clearly to everyone.

Get in touch today and make accessibility a strength, not a box to tick.