
Accessibility compliance has never been more important for Product Owners
Accessibility is increasingly becoming a legal requirement, not just a best practice. The European Accessibility Act (EAA), coming into effect in 2025, mandates that businesses offering digital services in the EU ensure their websites, mobile apps, and digital products are accessible. This regulation applies to industries such as e-commerce, banking, transport, and telecommunications, among others. Organisations that fail to comply may face penalties, making accessibility a priority rather than an afterthought.
While these regulations are essential for compliance, they also provide an opportunity for businesses to enhance their digital offerings and reach a wider customer base. By taking proactive steps now, organisations can future-proof their digital presence and ensure they meet evolving accessibility standards.
Why Accessibility Matters
In today’s digital world, accessibility should not just be a nice-to-have—it should be a necessity. Ensuring your website or digital products are accessible means making them usable for as many people as possible, including those with disabilities. This isn’t just about compliance with legal standards; it’s about creating a better experience for all users and unlocking significant business benefits.
Accessibility is a fundamental aspect of user experience (UX). When digital platforms are designed with accessibility in mind, they provide an inclusive experience that benefits everyone, not just those with disabilities. Features such as clear navigation, alternative text for images, and keyboard-friendly design enhance usability across the board, improving engagement and satisfaction for all users.
In so many ways, accessibility best practices can lead to a more usable product for every single user.
Moreover, the business case for accessibility is compelling. A more accessible website leads to:
- Improved SEO – Many accessibility best practices, such as proper heading structures and descriptive alt text, can also contribute to better search engine rankings.
- Expanded audience reach – An accessible site welcomes users with disabilities, ageing populations, and those with temporary impairments.
- Reduced legal risk – Compliance with accessibility standards helps protect against legal action and reputational damage.
- Better brand perception – Demonstrating a commitment to inclusivity builds trust and enhances your brand’s reputation.
Accessibility Isn’t The Distant Few
As I frequently like to point out, accessibility requirements aren’t something that happens to a small niche of users. Any one of us could have an accessibility requirement at any point in our lives, either temporary or permanent. We may break an arm making us have to operate tools one-handed – a temporary disability. We may find ourselves working in a loud environment, making audio cues redundant – a situational disability. Many of us are likely to experience some form of visual deterioration in our lives. The key takeaway is that accessibility considerations are not for a distant few, they are for all of us.

Accessibility requirements can effect any one of us at any time – as illustrated by this image from the Microsoft Inclusive Design Toolkit.
Getting Serious: The Regulatory Landscape
So, you’ve built a fantastic digital product. But is it accessible? If not, you’re not just excluding a significant portion of your potential audience – you’re potentially facing legal repercussions. The world of digital accessibility is no longer a “nice-to-have”; it’s a legal imperative, and the landscape is shifting rapidly. Ignorance is no longer an excuse.
The European Accessibility Act (EAA): A Sea Change
The European Accessibility Act (EAA) (https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32019L0882) is a game-changer. It mandates that a wide range of digital products and services be accessible to people with disabilities. This isn’t just about altruism; it’s about market access. If your product isn’t compliant, you could be barred from selling within the European Union. Think about the impact on your revenue, your growth plans, your entire business strategy.
Who’s in the Crosshairs?
The EAA casts a wide net. It impacts virtually any organization that provides digital products or services to consumers in the EU. This includes (but isn’t limited to):
- E-commerce platforms
- Websites and mobile apps
- Electronic communications services
- Digital content (eBooks, online videos, etc.)
- Ticketing services
- Banking services
If your product falls into any of these categories and you serve EU customers, you must comply.
Consequences of Non-Compliance
The penalties for non-compliance with the EAA are severe. Member states will have the power to impose significant fines. Beyond the financial hit, consider the reputational damage. Being labeled as inaccessible can alienate customers, erode trust, and harm your brand image. In today’s socially conscious marketplace, accessibility is not just a legal requirement; it’s a moral one.
Beyond the EAA: France and Germany Take the Lead
While the EAA sets a baseline, individual countries are implementing their own, sometimes stricter, regulations. France, with its Référentiel Général d’Amélioration de l’Accessibilité (RGAA) (https://www.numerique.gouv.fr/accessibilite/), and Germany, with its Barrierefreiheitsstärkungsgesetz (BFSG) (https://www.bmas.de/DE/Themen/Teilhabe-Inklusion/Barrierefreiheit/barrierefreiheitsstaerkungsgesetz.html), have established robust frameworks for enforcing accessibility. These frameworks often go beyond the EAA’s requirements, meaning that even if you think you’re EAA-compliant, you might still fall foul of national legislation. Navigating this complex web of regulations can be a minefield.
What Does This Mean for UK Product Owners?
Even post-Brexit, if you’re targeting the EU market with your digital products and services, the EAA and national regulations like the RGAA and BFSG still apply to you. This is because the EAA focuses on the user and where they are located, not the location of the business.
- The EAA’s Scope for Digital: The European Accessibility Act isn’t limited to public sector websites or physical goods. It covers a wide range of private sector digital products and services offered to consumers in the EU. This includes crucial areas like e-commerce platforms, websites, mobile apps, software, online content, and more. Crucially, if you’re offering these digital products or services to EU citizens, you’re likely within its scope. The EAA directive itself outlines the specific digital products and services covered.
- Digital Market Access is Key: Think of it this way: if you offer a mobile app for online banking to someone in Germany, you have to comply with the EAA and German accessibility laws, even if your company is in the UK. The principle is that if an EU citizen is using your digital product or service, regardless of where your business is based, you are subject to the EAA.
- National Implementations Matter: While the EAA sets the baseline for digital accessibility, individual EU member states create their own laws to enforce it. France’s RGAA (https://www.numerique.gouv.fr/accessibilite/) and Germany’s BFSG (https://www.bmas.de/DE/Themen/Teilhabe-Inklusion/Barrierefreiheit/barrierefreiheitsstaerkungsgesetz.html) are prime examples. These national laws can have specific requirements beyond the EAA, adding another layer of complexity for digital product owners.
- The Impact on UK Businesses with Digital Offerings: For UK product owners with international aspirations who offer digital products or services, understanding and adhering to these regulations is paramount. Don’t make the mistake of thinking you’re exempt just because your business is in the UK. If you’re targeting the EU digital market, you must consider accessibility. Ignoring these regulations is effectively shutting yourself off from a massive market and opening your business up to potential legal action.
Don’t Wait for the Hammer to Fall
The deadline for compliance is fast approaching. Don’t wait until it’s too late. Proactive accessibility testing and remediation are crucial. Ignoring these regulations is a gamble you can’t afford to take. The cost of non-compliance far outweighs the investment in accessibility.
Evaluating Your Digital Accessibility
Assessing your website’s accessibility requires more than just automated testing. A thorough evaluation includes both manual reviews and tools-based audits to identify barriers that might impact real users. Key areas to assess include:
- Keyboard navigation – Can users navigate without a mouse?
- Screen reader compatibility – Does your site provide meaningful and well-structured content for screen readers?
- Colour contrast – Is text readable against the background?
- Alt text and media alternatives – Are images and videos accessible to users with visual or hearing impairments?
- ARIA tags implementation – Are ARIA (Accessible Rich Internet Applications) attributes correctly used to enhance accessibility for assistive technologies?
And whilst these checks will ensure compliance with standards, they won’t necessarily make for a good experience for users with accessibility needs. Testing with users using assistive technologies is always recommended – and can be an eye-opening process in discovering the real experiences of our users.
Maintaining Accessibility: An Ongoing Commitment
It’s important to remember that digital accessibility is not a “set it and forget it” task. Websites and digital products are constantly evolving, with new content, features, and functionalities being added regularly. This means that accessibility needs to be an ongoing commitment, with regular checks and updates to ensure that your digital offerings remain inclusive and usable for everyone.
Regular maintenance, updates, and checks are essential to ensure continued safety and compliance. Similarly, ongoing accessibility testing and maintenance are crucial to keep your digital products inclusive and user-friendly.
Here are some key aspects of maintaining digital accessibility:
- Regular Audits: Conduct periodic accessibility audits to identify any new issues that may have arisen.
- Content Updates: Whenever new content is added or existing content is updated, ensure it meets accessibility guidelines.
- New Features and Functionality: When introducing new features or functionality, test them thoroughly to ensure they are accessible to all users.
- Assistive Technology Compatibility: Regularly test your digital products with various assistive technologies (screen readers, voice recognition software, etc.) to identify and address any compatibility issues.
- User Feedback: Encourage users to provide feedback on accessibility and actively address any concerns they raise.
Taking the Next Step
Improving digital accessibility is an ongoing process, but the first step is understanding where you currently stand.
At LION+MASON, we offer comprehensive accessibility audits, combining manual and automated testing to identify areas for improvement. Our detailed recommendations help organisations enhance their digital products, ensuring compliance with accessibility regulations and creating better experiences for all users. We can also guide you through setting up user tests to understand the in-depth experience for users using assistive technologies.
For more information visit our Accessibility Audit page.
Prioritising accessibility isn’t just about meeting legal requirements—it’s about making the digital world more inclusive, usable, and effective for everyone.