In 2025, the European Union activates the most decisive law on digital accessibility: the European Accessibility Act (EAA)If you are the owner, manager or creator of an e-shop, website or other digital platform (e.g. web developer, UX/UI designer, accessibility specialist, content manager, digital agency), this guide is for you.
The EAA is not an optional recommendation. It is binding law, with fines and strict control. It concerns not only public sites, but also any business that sells or serves online users. Accessibility is no longer a luxury. It is an obligation and now, a competitive advantage.
Mandatory Compliances for E-Shops & Websites
1. WCAG 2.1 AA compliance (based on EN 301 549)
- Alternative text (alt text) in all images, especially products.
- Use of sufficient color contrast (e.g. text with a contrast ratio ≥ 4.5:1).
- All content accessible with keyboard.
- Correct structure of H1-H6 headings, form labels.
- Avoiding flashing elements (flashing content) to prevent epileptic seizures.
2. Accessibility in the Checkout Process
- Each field of the form should include visible and screen reader-friendly labels.
- Warning about incorrect entries with clear correction instructions. E.g. if the user fills in incorrect information (e.g. invalid email or empty field), a clear error message should be displayed explaining what they need to correct (e.g. "Please enter a valid email address").
- Order confirmation should be accompanied by a recognizable overview of the steps.
3. Accessibility Statement
Required by the EAA Directive (see Article 15 & Annex IV).
It must include:
- Current level of compliance (e.g. "Partially Compliant with WCAG 2.1 AA")
- Exception points & causes
- Contact for complaints or access requests
4. Compatibility with Assistive Technologies
- Screen reader support (NVDA, JAWS, VoiceOver)
- Use ARIA attributes where required (e.g. aria-labels, roles)
- Zoom 200% support without loss of information (according to WCAG 1.4.4)
5. Technical Documentation & Evaluations
- Documentation of compliance (as required by Annex V of the Directive)
- Accessibility audit results and corrective actions
- Keep records for at least 5 years from the provision of the product/service
6. Non-Accessibility Reporting Mechanism
- Accessible online complaint form or email address
- Responding to requests within a reasonable time frame
- Recording and maintaining a history of complaints
Who does the EAA concern (for e-shops & websites)
It concerns:
- Businesses selling products or services via e-shop in the EU (B2C)
- Online payment, booking, banking platforms
- Marketplaces & aggregators (e.g. Skroutz, Etsy, Amazon, Booking)
- Educational platforms and SaaS with access by EU citizens
- Non-EU companies serving consumers within the EU
Not excluded:
- Entities regardless of legal domicile as long as they provide digital interface to European users.
- CMS or platform does not affect the obligation (e.g. WooCommerce, Magento, Shopify, custom code)
Accessibility Best Practices (recommended)
The following practices are not mandatory under the EAA, but are strongly recommended to improve user experience and enhance compliance. By implementing them, you can go beyond the legal minimum and gain competitive advantages.
- Show accessibility options (e.g. contrast selection, font size)
- Dark mode support
- Implementing skip links to access the main content
- Adding accessibility metadata to PDF documents, videos, e-books
- Apply focus visibility settings (e.g. visible borders when focus moves)
- Tool testing: axe DevTools, WAVE, Lighthouse, ANDI
Mandatory Compliance Timeline
|
Date |
Obligation |
|---|---|
|
Until June 28, 2022 |
Incorporation of the EAA Directive into the national legislation of each state |
|
Until June 28, 2025 |
Full compliance with all mandatory points of the EAA |
It is recommended:
- In the third quarter of 2024: Start of audit/assessment
- In the fourth quarter of 2024: Intervention planning and training
- In the first quarter of 2025: Implementation of changes and testing
- May 2025: Final inspection and documentation
Non-compliance may result in:
- Fines (determined by the competent authority of each state)
- Public notices of violations
- Temporary or permanent ban on providing the service
Why is this law important?
- Right to equal access: concerns 87+ million EU citizens with disabilities.
- Compliance = competitive advantage: enhancing credibility, SEO and user experience.
- Purchasing power: the "accessible market" is worth >€1 trillion annually in the EU.
- Avoiding legal consequences: compliance means preventing fines and negative publicity.
- Harmonization: common standards across the EU, reducing compliance costs for cross-border sales.
Compliance Checklist Helper
This checklist is designed to help you clearly understand all the necessary steps to comply with the European Accessibility Act. It acts as a self-assessment tool and as a guide for collaboration with your web developers or UX designers. Its purpose is to identify compliance gaps, organize implementation priorities and ensure that every page, function and content of your website is accessible and ready for the requirements of 2025.
Technically
☐ 1. WCAG 2.1 AA validation with axe, WAVE, Lighthouse
☐ 2. Focus indicators visible (good use of `:focus-visible`)
☐ 3. Skip links & proper use of heading hierarchy (H1-H6)
☐ 4. Replacing non-accessible widgets (e.g. sliders without keyboard)
Content
☐ 5. Alt text in images, with meaning and accuracy
☐ 6. Descriptive CTA buttons (e.g. not “Read more”, but “Read article for compliance”)
☐ 7. Transcript & subtitles for video and audio
☐ 8. Put important text as HTML or page text, not just inside images
UX / Interface
☐ 9. Color contrast > 4.5:1 (in texts, buttons, labels)
☐ 10. Forms with labels and aria-describedby for error messages
☐ 11. Keyboard and screen reader compatibility in menus, sliders, modals
Procedural / Legal
☐ 12. Accessibility statement published & updated
☐ 13. Technical documentation: compliance record, assessment record
☐ 14. Complaints policy with form or support email
☐ 15. Trained staff or accessibility expert partner
☐ 16. Compliance is stated in the Terms of Use
Accessibility is the new normal, not only because it is required by law, but because it makes the internet more human and accessible for everyone.
If you want:
- Avoid fines,
- Strengthen your audience's trust,
- Gain a technological advantage over competitors
...then MediaBranch is here to guide you through every step of the transition.
Contact us to help you comply with the new European Accessibility Act (EAA) regulation for your e-shop or website.
