Sara Lerén
UX Director
So the question isn’t “How do we prepare?” anymore.
It’s “Are we actually compliant?”
And “What happens if we’re not?”
For brands with digital customer touchpoints, accessibility is more than just a legal requirement. It creates more sustainable and robust solutions that will strengthen the brand and improve performance, reduce maintenance costs, expand market reach, and deliver measurable ROI through better user experiences that work for everyone.
Because when accessibility is embedded in your digital foundations, everyone benefits: your users, your business, and your brand.
What the EAA means today
The EAA enforces accessibility standards for both digital and physical products. That includes:
- Websites and apps for shopping, banking, media, and transport services
- Ticketing machines and self-service kiosks
- Computers, smartphones and operating systems
- Telephony and television services and related equipment
These services must be usable by everyone, regardless of ability, with features that make it possible to interact via sight, hearing or touch. For digital services, this means supporting interaction with assistive technology like screen readers or braille keyboards.
Late to the party? You’re not alone.
Even though the deadline has passed, many organisations are still trying to figure things out. Some rushed to meet minimum requirements. Others aren’t sure if their updates go far enough. And some – understandably – are just now realising the scope of the law.
Here’s the good news: it’s never too late to take meaningful action.
“Accessibility isn’t an extra feature. It’s part of great UX.”
- Simplifies complex journeys
- Helps users complete tasks faster
- Makes your product easier to scale
- Aligns with your brand values
Five things to do now
🔎 1. Re-audit your current platforms
Think of this as your post-deadline health check. Use assistive technologies like screen readers and keyboard-only navigation to test your digital touchpoints. Look for real-world gaps – not just checkbox items.
🤝 2. Involve cross-functional teams
Accessibility isn’t just a dev or UX issue. Designers, product owners, content editors, and QA all need to be in the loop. Everyone owns a piece of the user experience.
🚫 3. Drop the overlays
If you’ve relied on quick fixes like AI accessibility overlays, now’s the time to reassess. Regulatory bodies across the EU have been clear: overlays don’t count. Your service must be accessible without them.
🔧 4. Fix the biggest blockers first
Start where it matters most: high-traffic pages, transactional flows, and navigation. Even small changes (like improving keyboard focus or alt text) can make a big difference.
🌍 5. Shift from compliance to inclusion
Meeting the law is step one. But building inclusive services that work for everyone is what sets forward-thinking brands apart. It’s good business – and simply the right thing to do.
Want to share this with your team?
We’ve packaged these actions into a printable checklist, perfect for reviewing internally or planning your next steps.
Accessibility doesn’t end with a deadline
True accessibility isn’t a one-time checklist. It’s an ongoing mindset. Laws like the EAA are pushing companies to do better – but they’re also creating opportunities to improve usability, customer satisfaction, and brand trust.
And when done right, accessibility benefits everyone – not just those with disabilities.
Unsure if you’re truly compliant?
Whether you're catching up or levelling up, we’re here to help.
Reach out to Sara Lerén, our Accessibility Director.
She works with organisations across Sweden and the EU to turn compliance into better experiences for all.
Published 28. November 2025