European Accessibility Act: What it means for marketers

The European Accessibility Act (EAA) is an EU Directive aiming to improve the accessibility of key products and services for people with disabilities across the EU. It applies to a range of physical and digital products and services, including computers and operating systems, smartphones, TV equipment related to digital television services, access to audio-visual media services such as television broadcast and related consumer equipment, banking services, e-books, and e-commerce, among others. As of 28 June 2025, all products and services offered in the EU will be required to meet accessibility standards. Products and services already on the market before June 2025 must comply by 30 June 2030.

This 2-page guide outlines the requirements, how it applies to marketing, implementation, links to key resources and an annex detailing differences by member state.