Prioritizing digital accessibility: everything marketers need to know about European Accessibility Act 2025

With it coming into effect by June 2025, this year is the year you need to start preparing for these changes if you haven’t already. Because before you know it, it’ll be the end of the year. With this act coming thick and fast, there is no better time than now to take action.   

Now, you're probably thinking, "What does this act mean, and how does it affect my business?" I get it. In this article, I’m here to tackle all your burning questions and more. I’ll dive into everything you need to know about the European Accessibility Act, covering the why, the how, and the actionable steps you need to take. Let’s start with the first. 

The European Accessibility Act is a law that aims to ensure that all Europeans within the European Union (EU) have access to everyday products and services. This includes 20% of the European population, in other words, a whopping 87 million people who are disabled. All EU countries are required to comply with these regulations by June 28th, 2025. Which if you think about it, is not very far away even though it may seem so.

Your most burning questions are probably around how, and if your business will be affected. Well firstly, all European countries are required to implement the requirements of the EAA. This means that if your business sells any products or services in the Netherlands or any other EU country, you will need to comply with the EAA.

Digital is not just the future, it is the reality of today, and the EAA is the start of regulations being put in place to ensure everyone has equal opportunities. The EAA will focus mainly on putting regulations for accessibility on the following digital technologies, services, and products, according to the European Commission:

• Computers and operating systems
• Smartphones and other communication devices
• TV and TV-related products
• ATMs and payment terminals
• E-readers
• Ticketing machines and check-in machines
• Phone services
• Banking services
• E-commerce sites
• All transportation services platforms
• Audio and visual media services

The EAA may not impact every business right away, but it will be reviewed and revised every five years, so the current list of products and services could change, and grow. Even if your services aren’t on the list, incorporating accessibility features into your digital customer experiences today can work wonders for your business. 

Not only will it open up your reach to a wider audience, but it will also boost your brand reputation and image. Ultimately setting you up for long-term success legally and socially. It’s a win-win if you ask me.

The EAA empowers disabled users to have easier access to everyday products and services like banking, cell phones, and transportation. These essential aspects of daily life, when made accessible, provide independence and equal opportunities they rightly deserve. 

Notably, when important changes like these occur, innovation is sure to follow. Marketers, are always on the chase to offer exceptional customer experiences for their customers. The way I see it, this change will improve the lives of every customer by inspiring us to think bigger and to build better relationships with our customers. Because if not now, then when?

2025 may seem like a distant future, but in reality, it's sneaking up faster than you think. While the EAA regulations can seem intimidating, here are some tips to prepare for and comply with them:

• Create user-friendly products with accessible navigation
• Offer inclusive customer service by providing information in several formats (ie. telephonic customer support, and messaging customer support) 
• Educate your employees on disability rights and accessibility standards
• Keep your customers up-to-date on the accessibility features 
• Comply with the EAA regulations and provide proof of such

However, it’s by no means to say that every project is the same, so much so that there isn’t a one-size-fits-all solution. What’s most important to note is that planning for your digital transformation is the stepping stone to success. 

Starting now is the best way to ensure that it’s executed properly and designed to stand the test of time. After all, it’s much easier to speed things up when you have ample time than to hurry things along within a limited time.

Accessible websites have an untrue but very notorious reputation for being “boring”, but this couldn’t be further from the truth. 

Rest assured, you won't have to look far to find a genuinely creative and effective accessible website. Our work with Diergaarde Blijdorp, a renowned wildlife conservation and education center, is a testament to the perfect balance between functionality and creativity. 

Blijdorp’s new show-stopping inclusive website not only provides non-disabled visitors with intuitive and effective navigation but is also built with accessibility features for visitors of all abilities to view, experience, and be part of a bigger mission. Take a look for yourself and tell me what reputation it deserves.

An initiative of a number of different organizations including Soa Aids and GGD, Sense.info is a digital platform dedicated to providing effective sexual health information to the Dutch youth. It’s particularly important that all the young people have access to it. 

That’s where we step in. From the moment we rolled up our sleeves and poured our creative energy into crafting the cutting-edge digital hub, our goal has always been to enhance its accessibility like never before. 

In fact, as of January 2024, Sense.info boasts a better color contrast for easy reading of text, tap order for scrolling, closed captions on videos, offering multiple contact options for all needs, and much more. Check out these exciting updates in the visuals we pictured above.

The Waterstoring.nl website is yet another great example of how functionality, and digital accessibility can seamlessly work in producing an impactful service. This innovative nationwide platform, the result of a collaborative effort by major Dutch drinking water companies, offers real-time updates on the latest water disruptions and activities. 

Ensuring a seamless and easily accessible customer experience to all households across the country is the top priority. Ever since we built it in 2013, our team has continuously strived to maintain this commitment. 

Have a look at the website and experience the features for yourself - happy discovering!

YouChooz is an organization that helps young healthcare, welfare, and sports professionals find suitable courses, educational programs, and jobs. Since 2019, YouChooz has been a partner of DPDK since they first came to us for a refresh on their brand identity and website. Recently we went on another journey together to transform the YouChooz.nl website to become completely digitally accessible.

As of January 2024, the site has an extremely high accessibility score of 100(!) and is fully compliant with the EAA standards. This allows YouChooz to help young professionals of all capabilities and disabilities find educational and employment opportunities in the healthcare and wellness industry. Now wouldn’t you say that's a win?

At the end of the day, using the same cookie-cutter approach won't cut it in a sea of digital sameness. Let’s break away from the norm and transform the way we think about digital accessibility. Only then can we create inclusive, empowering, and top-notch experiences that will truly make a difference in 2024 and beyond.