The European Accessibility Act: A Strategic Opportunity for UK Businesses
From implementing the UK’s first fully accessibly mobile banking app, to making sure accessibility is part of company culture, we’ve been there and done it so you don’t have to.
The European Accessibility Act (EAA) represents a transformative shift in how businesses approach digital accessibility, particularly for UK companies trading within the EU market. Rather than viewing compliance as a burden, forward-thinking executives should recognise this as a strategic opportunity to future-proof their businesses whilst generating significant returns on investment.
The EAA: What It Means for UK Businesses
The EAA, which came into force on 28 June 2025, mandates that digital products and services offered in the EU must meet specific accessibility standards[1]. Despite Brexit, UK businesses selling products or services to EU consumers must comply with the EAA regardless of where they are headquartered[2][3]. This affects companies with more than 10 employees and annual turnover exceeding €2 million[3].
The legislation covers a comprehensive range of digital services including:
- E-commerce platforms
- Banking services
- Smartphones and computers
- ATMs and self-service terminals
- Transport booking systems
- E-books and digital content[1][4]
Products and services launched after June 2025 must be immediately compliant, whilst existing offerings have until 2030 to meet requirements[2][5].
The Cost of Non-Compliance: A Risk Worth Mitigating
The penalties for non-compliance are substantial and vary by member state. UK companies face fines ranging from **€5,000 to €250,000 per issue**, with some jurisdictions imposing daily penalties of up to €1,000[6][7][8]. In certain cases, such as Ireland, non-compliance can even result in imprisonment[9].
Beyond financial penalties, businesses risk:
- Market suspension of non-compliant products or services[9]
- Reputational damage affecting brand value
- Legal action from consumers across 27 EU countries[9]
The Business Case: Why Accessibility Delivers ROI
1. Market Expansion Opportunities
Think of accessibility like opening a new high street store in a prime location. The European accessibility market represents over 100 million people with disabilities in the EU alone[5][10], with their households controlling £274 billion in annual spending in the UK[11]. This market has been largely untapped by businesses that haven't prioritised accessibility.
Just as you wouldn't build a shop without a proper entrance, creating digital products without accessibility shuts out a significant customer base. Research shows that 1.3 billion people globally have disabilities, representing $13 trillion in annual disposable income[12].
2. Cost Savings Through Early Action
Implementing accessibility from the start is like building solid foundations for a house – it's far cheaper than retrofitting later. Forrester research demonstrates that every £1 invested in accessibility and user experience improvements returns £100, delivering a 99% ROI[13][14].
The EU Commission estimates that differing accessibility requirements cost companies €20 billion in 2020, with the EAA reducing this by 45-50%[15][16]. Early adopters benefit from:
- Reduced legal costs from avoiding litigation
- Lower development costs when accessibility is built-in from design
- Streamlined compliance across multiple markets[17]
3. Enhanced Customer Experience and Loyalty
Accessibility improvements benefit all users, not just those with disabilities. It's like installing automatic doors – whilst designed for wheelchair users, they benefit everyone carrying shopping bags or pushing prams.
Studies show that:
- 73.4% of websites saw increased organic traffic after implementing accessibility features[18]
- 86% of retail professionals report improved customer satisfaction from accessibility initiatives[19]
- 70% of disabled users abandon inaccessible websites, representing significant lost revenue[20]
4. Innovation and Competitive Advantage
Many mainstream innovations originated from accessibility needs. Voice recognition, predictive text, and video captions were all developed for users with disabilities before becoming standard features. **Companies investing in accessibility often discover innovations that benefit their entire customer base**[21].
Strategic Implementation: Your Action Plan
Immediate Actions (Next 30 Days)
1. Conduct an accessibility audit of your EU-facing digital properties
2. Assess your current compliance gap against WCAG 2.1 Level AA standards
3. Identify priority areas for immediate improvement
4. Calculate the business case using your customer data and market analysis
Short-term Strategy (3-6 Months)
1. Establish accessibility governance with clear ownership and accountability
2. Implement training programmes for design and development teams
3. Integrate accessibility testing into your development lifecycle
4. Create accessibility statements for your services[22]
Long-term Vision (12+ Months)
1. Embed accessibility into company culture as a core value
2. Develop accessibility expertise as a competitive differentiator
3. Leverage accessibility for market expansion beyond EU requirements
4. Monitor and report on accessibility ROI to stakeholders
How Designed for Humans Can Help
Designed for Humans brings over 40 years of combined experience in UX, accessibility, and inclusive design[23][24]. Our comprehensive services include:
- Accessibility audits to identify compliance gaps
- Inclusive design strategies that improve user experience for all
- Training and workshops to build internal capabilities
- UX research and testing with diverse user groups
- Accessible design systems that scale across your organisation[23][25]
Their human-centered approach ensures that accessibility isn't just a compliance checkbox but a strategic advantage that creates clear, accessible product designs that actually save money in the long run[23].
The Sales Analogy: Why Accessibility Is Your Best Investment
Think of accessibility like investing in a premium location for your business. You wouldn't open a restaurant in a basement without proper signage, lighting, or access – yet many businesses create digital equivalents by ignoring accessibility.
Consider this scenario: Two identical e-commerce sites sell the same products at the same prices. One is accessible, the other isn't. The accessible site captures 100% of potential customers, whilst the inaccessible site loses 16% of the market immediately. Over time, the accessible site builds stronger customer loyalty, benefits from word-of-mouth recommendations, and avoids costly legal challenges.
The accessible business doesn't just comply with regulations – it thrives because it serves everyone effectively.
Conclusion: Act Now, Benefit Forever
The EAA represents more than regulatory compliance – it's a strategic opportunity to build a more inclusive, profitable, and sustainable business. The costs of implementing accessibility are front-loaded and diminish over time, whilst the benefits compound year after year.
UK businesses that act now will gain first-mover advantages in an increasingly accessibility-conscious market. Those that delay risk not only financial penalties but also missing out on significant growth opportunities.
The question isn't whether you can afford to invest in accessibility – it's whether you can afford not to. With the right strategy and expert support, accessibility becomes not just a legal requirement but a powerful driver of business success.
The future belongs to businesses that serve everyone. The EAA simply makes this future mandatory – and profitable.
Sources and further reading
[1] European accessibility act https://commission.europa.eu/strategy-and-policy/policies/justice-and-fundamental-rights/disability/union-equality-strategy-rights-persons-disabilities-2021-2030/european-accessibility-act_en
[2] Does the European Accessibility Act (EAA) Apply to the UK? - WebYes https://www.webyes.com/blogs/does-eaa-apply-to-uk/
[3] European Accessibility Act (EAA) - AbilityNet https://abilitynet.org.uk/resources/european-accessibility-act
[4] The European Accessibility Act is Coming: Is Your Business Ready ... https://www.ensono.com/gb/insights-and-news/expert-opinions/the-european-accessibility-act-eaa-are-you-ready-for-the-june-2025-deadline/
[5] Is your business prepared for the European Accessibility Act? https://www.russell-cooke.co.uk/news-and-insights/news/is-your-business-prepared-for-the-european-accessibility-act
[6] EU Accessibility Legislation for UK Companies - I-Finity https://www.i-finity.co.uk/articles/eu-accessibility-legislation-for-uk-companies
[7] European Accessibility Act Fines: Avoid EAA lawsuits - Recite Me https://reciteme.com/news/european-accessibility-act-fines/
[8] UK companies could face £200,000 for not complying with EEA https://www.yorkshirepost.co.uk/business/uk-companies-could-face-ps200000-for-not-complying-with-eea-5102779
[9] The global implications of the European Accessibility Act https://userway.org/press/on-the-record/eaa-and-global-businesses/
[10] The EAA comes into effect in June 2025. Are you ready? https://accessible-eu-centre.ec.europa.eu/content-corner/news/eaa-comes-effect-june-2025-are-you-ready-2025-01-31_en
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