On 28 June 2025, the European Accessibility Act (EAA) will come into full effect, introducing new website accessibility regulations that businesses across the EU must comply with. These rules aim to make digital services and e-commerce websites more accessible to people with disabilities, ensuring that all users, regardless of their abilities, can navigate and interact with online platforms.
Failure to comply could result in legal consequences, damage to brand reputation, and lost revenue. In this blog, we’ll explain what the regulations mean, what businesses need to do to comply, how SEO best practices naturally improve website accessibility, and why taking action now is essential.
What Do the EU Website Accessibility Regulations Mean?
The European Accessibility Act (EAA), introduced in 2019, is a directive aimed at improving digital accessibility across the EU. It builds on the existing Web Accessibility Directive (2016), which applied primarily to public sector websites. However, from 28 June 2025, these accessibility requirements will extend to private businesses offering digital services and products.
Who Does It Apply To?
The new rules will affect businesses that provide:
- E-commerce websites
- Banking and financial services
- Transport and ticketing platforms
- Telecommunications services
- Online media and streaming services
- Electronic books and publishing platforms
If your business operates in the EU and offers digital products or services, you will likely need to ensure compliance.
What Do Business Owners Need to Do?
To meet the new requirements, businesses must ensure their websites and digital services adhere to the Web Content Accessibility Guidelines (WCAG) 2.1 Level AA standards. These guidelines, developed by the World Wide Web Consortium (W3C), set out best practices for making digital content accessible to people with disabilities.
Key Steps for Compliance
- Audit Your Website for Accessibility Issues
Use tools such as WAVE, Axe, or Google Lighthouse to check for accessibility barriers. Common issues include:- Missing alt text for images
- Poor colour contrast making text hard to read
- Lack of keyboard navigation
- Unlabelled form fields and buttons
- Video content without captions or transcripts
- Ensure Keyboard and Screen Reader Compatibility
Websites must be navigable without a mouse. Use tab-friendly navigation and test with screen readers like NVDA (Windows) or VoiceOver (Mac). - Improve Content Readability
- Use clear headings and a logical page structure
- Avoid jargon and keep content concise
- Provide text alternatives for non-text content
- Make Forms and Checkout Processes Accessible
Many accessibility lawsuits arise from inaccessible checkout processes. Ensure that:- Labels are clearly associated with input fields
- Error messages are descriptive
- Users can complete purchases using only a keyboard
- Provide Alternative Formats
- Offer audio versions of key content
- Include transcripts for video and audio content
- Regularly Test and Update Your Website
Accessibility is an ongoing process. Run regular audits and keep your website updated with accessibility best practices.
How SEO Best Practices Improve Accessibility
Many SEO techniques naturally improve website accessibility, benefiting both search rankings and user experience. Here’s how:
1. Alt Text for Images (SEO + Accessibility)
- SEO Benefit: Alt text helps search engines understand image content, improving image search rankings.
- Accessibility Benefit: Screen readers use alt text to describe images for visually impaired users.
2. Clear Heading Structure (SEO + Accessibility)
- SEO Benefit: Proper use of H1, H2, H3 tags helps search engines index content correctly.
- Accessibility Benefit: Screen readers rely on headings to help users navigate the page efficiently.
3. Descriptive Anchor Text for Links (SEO + Accessibility)
- SEO Benefit: Descriptive links provide context to Google about page content.
- Accessibility Benefit: Screen readers inform users about links, preventing confusion (e.g., avoid vague text like “Click Here”).
4. Mobile-Friendly & Responsive Design (SEO + Accessibility)
- SEO Benefit: Google prioritises mobile-friendly websites in search rankings.
- Accessibility Benefit: Responsive design improves usability for people using assistive technology, such as screen magnifiers.
5. Page Speed Optimisation (SEO + Accessibility)
- SEO Benefit: Faster websites have lower bounce rates and rank higher in search results.
- Accessibility Benefit: Slow-loading pages negatively impact users relying on screen readers or voice commands.
6. Video Captions & Transcripts (SEO + Accessibility)
- SEO Benefit: Captions and transcripts allow search engines to index video content, improving rankings.
- Accessibility Benefit: Deaf or hard-of-hearing users can access the information without audio.
7. Readable URL Structures (SEO + Accessibility)
- SEO Benefit: Clean, descriptive URLs improve search visibility.
- Accessibility Benefit: Screen readers can better interpret URLs when they are structured logically.
8. Structured Data & Schema Markup (SEO + Accessibility)
- SEO Benefit: Helps Google display rich snippets in search results.
- Accessibility Benefit: Provides additional context for screen readers and voice search devices.
By implementing these SEO-friendly accessibility practices, businesses can enhance their online presence while ensuring compliance with the new EU regulations.
Lessons from the US: Why This Matters for Business Owners
In the United States, similar website accessibility regulations under the Americans with Disabilities Act (ADA) have led to thousands of lawsuits. Some high-profile cases include:
- Domino’s Pizza: Lost a lawsuit for having an inaccessible website, setting a precedent that digital platforms must be ADA-compliant.
- Nike, Amazon, and Beyoncé’s website: All faced legal action due to accessibility violations.
- Small businesses: Have been hit with lawsuits, sometimes costing them tens of thousands in legal fees.
With the EU following a similar path, businesses that fail to comply could face:
- Legal action and fines (each EU country will set its own penalties)
- Loss of government contracts (if non-compliant)
- Damage to reputation (public backlash and bad PR)
- Lost revenue (as inaccessible websites exclude a large portion of potential customers)
Take Action Now
With the 28 June 2025 deadline fast approaching, businesses should start making accessibility improvements today rather than waiting until the last minute. Conduct an accessibility audit, implement fixes, and continuously test your website to ensure compliance.
Failing to act could result in legal consequences, lost customers, and damage to your reputation. On the other hand, prioritising accessibility now will future-proof your business, improve your online presence, and create a better digital experience for everyone.
Need Help Making Your Website Accessible?
If you’re unsure where to start, my Website Health Check will identify key accessibility issues and highlight areas that need improvement to ensure compliance with the new EU regulations.
🔍 What’s included?
✅ Accessibility audit (WCAG compliance check)
✅ SEO best practices review
✅ User experience & mobile-friendliness assessment
✅ Actionable recommendations to fix problem areas
By ensuring your website is fully accessible, you’re not just complying with regulations—you’re building a more inclusive, user-friendly, and successful business.
