The European Accessibility Act: What You Need to Know 

If you're a communications professional working in or with a UK local authority, you might think the European Accessibility Act (EAA) has little to do with your day-to-day role—especially in a post-Brexit Britain. But think again. 

While the UK is no longer bound by EU directives, the ripple effects of the EAA are already shaping standards and expectations that affect everything from your website and social media to procurement and partnerships. 

Here’s what you need to know. 

What is the European Accessibility Act? 

The European Accessibility Act is an EU directive aimed at improving the accessibility of products and services across the European single market. Its goal is simple: to ensure that people with disabilities can participate equally in society by removing barriers to access in key areas such as: 

• Websites and mobile apps 

• E-books and digital content 

• Public sector and commercial services (including banking, ecommerce, transport) 

• Hardware and software, including ATMs, ticketing machines and more 

The compliance deadline is 28 June 2025 for member states. 

Accessibility requirements outlined in the Act 

The EAA outlines specific accessibility features that businesses must incorporate: 

• Alternative text for images 

• Keyboard navigation 

• Adjustable font sizes 

• Text-to-speech and speech-to-text functionalities 

• Captioning and audio descriptions 

• Accessible customer support services 

These requirements ensure that your products and services are perceivable, operable, and understandable. A statement or online notice of how you comply with the act may also be necessary (something already required for UK public sector organisations as stipulated by Public Sector Accessibility Regulations 2018). 

But we’ve left the EU—does it matter? 

Yes, it still matters. Here’s why: 

1. UK-EU trade and compliance: If your local authority procures services from European companies—or provides services to EU nationals or businesses—it may still need to meet EAA-aligned standards. 

2. Rising global standards: The EAA is part of a broader global trend. Similar accessibility legislation already exists in the US (Section 508), Canada (ACA), and Australia. The UK’s Public Sector Bodies (Websites and Mobile Applications) Accessibility Regulations 2018 remains in force, and it's broadly aligned with the EU Web Accessibility Directive and WCAG 2.1 standards. 

3. Public expectation is changing - Citizens increasingly expect digital services to be inclusive. Falling short—whether legally required or not—undermines trust and opens the door to reputational risk and legal challenges under the Equality Act 2010. 

What should local authority comms teams do? 

1. Audit your digital content 

Ensure that your websites, intranets, PDFs, forms and social media content meet WCAG 2.1 AA standards. That includes: 

• Alt text on images 

• Keyboard navigation 

• Subtitles and transcripts for video 

• Colour contrast and font legibility 

Remember: accessibility isn’t just about screen readers—it improves usability for everyone. 

Don’t forget to audit you email too:  

• Look at your templates and ensure that they comply 

• Use e-shot's accessibility preview tool 

2. Plan for procurement 

If you're commissioning new platforms, campaigns or services—especially from suppliers based in or working with the EU—check whether they are preparing for EAA compliance. Build accessibility into contracts from the outset. 

3. Train your teams 

Comms, web, design and social media teams all need up-to-date accessibility training. What’s accessible on a desktop might not be mobile-friendly. What’s legible for one person might be unreadable for another. 

4. Think beyond compliance 

Legal minimums are just that—the minimum. Great accessibility is about inclusion, equity, and public value. Done well, it improves SEO, customer satisfaction, and user experience for all. 

Accessibility best practices for email marketing 

Email Markup Consortium’s (EMC) research into email accessibility found that 99% of emails contained “serious” or “critical” issues. But the good news is that many of these issues are easy to fix. All you have to do is follow the best practice principles laid out in the WCAG. 

1. Balance text and images:  Avoid image-only emails. Ensure your key message is in the written content so it’s accessible to screen readers and visible even with images turned off. 

2. Use clear, sans-serif fonts: Choose simple sans-serif fonts (e.g. Arial, Roboto, Verdana) at 11–14px minimum to ensure readability. 

3. Use ample white space:  Padding and spacing reduce clutter and improve legibility, especially for users with cognitive or visual impairments. Aim for 1.5x line height. 

4. Use colour thoughtfully: Don’t rely on colour alone to convey meaning. Ensure strong contrast (at least 4.5:1 for text) between text and background. Check contrast here. 

5. Add alt text to images:  Every image should have concise, meaningful alt text for users with screen readers or disabled images. 

6. Design for mobile and responsiveness: Use responsive templates with large, tappable buttons and scalable images to ensure accessibility across all devices. 

7. Use accessible media:  Avoid autoplay, flashing, or rapid animations. Include captions and transcripts for all media content. 

We have more guidance available in our blog » 

• https://www.e-shot.net/insights/blog/copy-writing-tips 

• https://www.e-shot.net/insights/blog/writing-effective-alt-text  

• https://www.e-shot.net/insights/blog/use-of-colour-in-email  

And what we look for in our customer accessibility reviews » 

A strategic opportunity, not just a checklist 

The EAA may not be UK law, but it's part of a wider movement that's redefining how public services are expected to work. For comms professionals, it's not just a compliance issue—it's an opportunity to lead on inclusive, user-focused engagement. 

Whether you’re drafting your next campaign brief, reviewing your digital estate or planning future service delivery—ask: is this accessible to everyone? If the answer is no, the EAA offers a helpful benchmark to raise the bar. 

The EAA isn’t just a checklist—it’s an opportunity. By embracing accessibility, you’re opening your doors to a wider audience, improving customer satisfaction, and aligning with global standards. 

Final thought 

Accessibility isn’t a tick-box—it’s a commitment to serving all citizens fairly. The European Accessibility Act may not directly bind UK public bodies, but its influence is already felt. Smart comms teams will see it not as a burden, but as a signal of where expectations are heading. 

Inclusive comms is effective comms. Are you ready? 

Stay ahead of the curve and make your emails and digital services accessible. e-shot is here to help. Let’s build smarter, more inclusive communications together.