The European Accessibility Act: Why Accessibility Is No Longer Optional for Digital Platforms

As digital platforms evolve, so too do the expectations around accessibility - and not just from a moral or design perspective, but now from a legal standpoint as well. In our recent masterclass with accessibility partner Recite Me, Mediaworks explored what the European Accessibility Act (EAA) means for businesses, and more importantly, what you can do today to start addressing accessibility on your digital platforms.

What Is the European Accessibility Act?

The European Accessibility Act (EAA) is a landmark piece of legislation aimed at harmonising accessibility standards across the EU. It ensures that digital platforms, products, and services - including websites and mobile apps - are designed to be usable by everyone, regardless of ability. Importantly, the Act extends beyond EU borders: if your business sells into the EU, compliance is required - even if you're based in the UK or US.

Michael from Recite Me explained:

“It’s no longer just a public sector requirement. This legislation is one of the first to drive accessibility into the private sector. If you have over 10 employees or more than €2 million in turnover and operate in the EU market, you’ll be affected.”

So, instead of presenting the same list of links to everyone, Google will curate results based on each individual user’s unique elements. Drawing on personal data from it knows about you from all Google products, be that Gmail, YouTube, Fitbit, past searches, Google Maps etc.

Who Does It Affect?

The answer is simple: everyone. Public sector organisations have long been expected to meet accessibility standards. But now, private businesses - from ecommerce and education to fitness and finance - must ensure their digital platforms are accessible. This includes both new content (by June 2025) and legacy content (by 2030).

Johnny from Mediaworks added:

“We often underestimate the size of our own websites. When you start thinking about content archives, PDFs, videos, and legacy data, the work can be enormous. But the earlier you start, the easier it becomes to build accessibility into your workflows.”

Why It Matters: Legal and Commercial Risk

Non-compliance brings significant legal and financial risk. Just as we've seen with the ADA in the US - where companies like Domino’s have faced high-profile lawsuits - the EAA will carry similar penalties. But beyond legal compliance, the greater risk may be to your brand trust and revenue.

“If people don’t have a good experience on your website, they won’t just bounce - they’ll lose trust,” Michael explained. “That brand damage can be more costly than any fine.”

The Tangible Business Benefits

Beyond compliance, the case for accessibility is also a smart business decision:

• Tapping into the ‘Purple Pound’: The spending power of disabled people and their families in the UK is estimated at £274 billion. Globally, the opportunity is far greater.

• SEO and performance gains: Google considers accessibility as part of its ranking factors. Clear page structures, alt text, readable fonts, and fast load times all contribute to higher organic rankings.

• Improved user experience: Accessible websites are easier for everyone to use - not just those with disabilities. That translates directly to lower bounce rates, more conversions, and better engagement.

• Reputation and trust: An accessible website demonstrates a genuine commitment to inclusivity, which increasingly matters to consumers and clients alike.

As Johnny put it:

“It’s gone from being the right thing to do, to the smart thing to do, and now it’s the thing you must do.”

How Recite Me Supports Digital Accessibility

To make accessibility scalable and achievable, Recite Me offers two powerful tools:

1. Assistive Toolbar

This customisable accessibility toolbar sits at the top of your website, allowing users to tailor their experience to suit their needs—whether that’s changing fonts and colours, using a screen reader, or translating content into over 150 languages.

“It’s not just about people with screen readers,” said Michael. “Someone might prefer a yellow background with black text, or use a ruler to follow content. This allows users to personalise the experience instantly.”

2. Accessibility Checker & Maintenance Suite

Recite Me’s four-step platform helps teams:

• Scope your digital landscape (pages, PDFs, images)

• Scan for issues against WCAG standards

• Fix issues with developer and marketing-friendly tools

• Maintain compliance with ongoing alerts and reporting

Michael highlighted:

“It’s designed to remove the friction. Accessibility can feel overwhelming, but with the right tools, it’s entirely manageable.”

Practical Steps Any Team Can Take Today

Even without specialist tools, there are meaningful actions your team can implement now:

• Add alt text to all images to support screen readers and boost SEO.

• Improve colour contrast between text and backgrounds—make sure everything is easy to read.

• Use proper heading structures (H1, H2, etc.) to help both users and search engines navigate your content.

• Test user journeys to ensure key flows (like checkout or enquiry) are accessible via keyboard and screen readers.

• Review your analytics: Use tools like Google Analytics, Hotjar, Matomo, or Microsoft Clarity to identify friction points where users drop off—these may be indicators of accessibility barriers.

  Johnny summarised:

  “You probably already have the data you need to identify where users are struggling. Use it to guide your improvements.”

Free Accessibility & UX Checks

To help businesses take their first steps, Mediaworks and Recite Me are offering free accessibility and UX audits. These checks provide immediate insights into how your website performs against accessibility standards and offer practical recommendations for improvement.

If you want to find out more or book your audit, click the link or reach out via email—whether you joined us live or caught the session on demand.

Next up in our Masterclass series:

Join us next week for a special session with LinkedIn, where we’ll dive into unlocking hidden B2B buyers and driving marketing and sales performance. Stay tuned!