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The European Accessibility Act explained: how we create accessible digital products

On 28 June 2025, the European Accessibility Act (EAA) will come into effect, and it will change the digital landscape.

This directive requires all new digital products to be accessible to everyone. And that’s not just a legal requirement; it’s also common sense: the more user-friendly your digital product, the wider your reach.

Accessible user experiences are part of our DNA at Who Owns The Zebra. Think smart design, clean code and thorough usability testing. Not because we have to. But because it works.

Find out more about the European Accessibility Act.
What is the European Accessibility Act?
The European Accessibility Act, or EAA for short, is a European law that provides guidelines to make digital products accessible to anyone who wants to buy, do or view something online.

In other words: new apps and websites should be easy to use for people with disabilities, too. Think of people with low vision, motor impairments, learning disabilities or epilepsy.

Until now, the guidelines only applied to government websites. But from 28 June 2025, they’ll be extended to private companies.
Perceivable
The UI presents content in a clear way. Everything should be visible, audible and easy to understand. This means that images have descriptive alt-texts, videos come with subtitles or transcripts, and there’s enough colour contrast to ensure legibility.
Operable
Users can control buttons, navigation and forms not only by clicking or typing, but also through voice commands. The flow is logical and consistent.
Understandable
Functionalities and content are accessible, using clear and simple language. The user understands what’s happening, what’s expected of them and why.
For example, the language settings are correct, and error messages are easy to understand and helpful.
Does the EAA apply to your business?
Do you sell products or services through your online platform? Then there’s a good chance that the European Accessibility Act applies to you. The EAA covers businesses active in these sectors or categories:
e-commerce (like webshops and shopping apps)
Banking and payment platforms.
telecom.                   
public transport (ticketing, information platforms and route planners),
media services such as streaming platforms.
Any exceptions?
Yes! There are 2 important exceptions.
Micro-enterprises with fewer than 10 employees and an annual turnover below €2 million are exempt.
For them, optimising the accessibility of their online platforms is recommended, but not mandatory.
The EAA applies to new apps and websites. Existing products benefit from a transition period until 28 June 2030.
Transition period and deadline

The EAA comes into effect on 28 June 2025.
From that date onwards, all new digital products and services must comply – unless you’re not active in one of the listed categories and/or qualify as a micro-enterprise.

For products that are already on the market, there’s a transition period until 28 June 2030.

That means you don’t have to update your existing app or website right away – you have more time to give your product a major update and relaunch it.

After 28 June 2030, the rules may be enforced more strictly. How strict? That’s for the individual EU member states to decide.
What are the benefits?

Sometimes, one bad experience is all it takes to lose a customer. Not just in a physical shop, but online too. A digital experience that feels intuitive, clear and inclusive? That’s the kind that sticks.

By following the four basic principles of online accessibility, you boost every user’s comfort; and that makes a real difference for your business. Good user experience encourages people to come back, so every euro you invest in UX pays off.

Or as Dr. Ralf Speth, CEO of Jaguar, once put it: “If you think good design is expensive, you should look at the cost of bad design.”
Rely on Who Owns The Zebra
At Who Owns The Zebra, we combine strategy, UX, UI and technical precision. We make sure your digital product is ready for the European Accessibility Act. For every user.
Amelia Earhartlaan 2 bus 401
9051 Ghent
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