10 April 2025
Accessible language everywhere: why business needs to get on board
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The need for accessible language versions of content within European public sectors is increasing significantly, influenced by evolving legislative frameworks and a broader societal push for inclusivity. Governments and organizations are recognizing the importance of making information and services available to all individuals, including those with disabilities or language barriers. This shift reflects a growing commitment to ensuring that public communication is clear, understandable, and usable by diverse populations, aligning with broader goals of equity and accessibility.
This trend is expected to gain further momentum with the upcoming implementation of the European Accessibility Act (EAA) in June 2025. The EAA aims to establish standardized accessibility requirements across the European Union, covering a range of products and services. As the deadline approaches, public sector entities are likely to intensify their efforts to comply with these regulations, driving further demand for accessible language solutions.
Businesses operating in Europe will also need to take note of this legislation; with the roll out of the mandate across public sectors, the call for more accessible language in B2B, and especially B2C, content will not be far behind.
In simple terms, the EAA, which was first published in 2019, aims to ensure that key products and services in the EU are designed to be accessible, fostering greater inclusion and equal opportunities. This directive covers a wide range of areas, including digital services like websites, mobile apps, e-commerce platforms, and products such as ATMs, ticketing machines, and smartphones across all public sector services. This directive has contributed to harmonizing the accessibility of digital services in administrations within the EU while supporting equal opportunities and the participation of all citizens in public life.
In a legal sense, while the UK itself is no longer bound by EU law, all UK-based businesses and service providers which operate in Europe have an obligation to make reasonable adjustments under the Equality Act 2010, which prohibits discrimination against people with disabilities and requires service providers to make reasonable adjustments to ensure accessibility.
While the Equality Act doesn’t prescribe specific technical standards, aligning with WCAG (Web Content Accessibility Guidelines) is an effective and forward-thinking way for organizations to demonstrate compliance, which may also benefit businesses by giving them a competitive edge.
The European Accessibility Act (EAA) introduces several requirements for businesses to ensure their products, services, and digital platforms are accessible to all users, including those with disabilities. One key requirement is web accessibility. Businesses with a digital presence must comply with the Web Content Accessibility Guidelines (WCAG) to ensure their websites and online platforms are accessible. This includes designing websites that can be navigated without a mouse, using voice-over tools, and ensuring the overall user experience aligns with accessibility standards. For e-commerce businesses, this means making every step of the customer journey, from browsing to checkout, accessible to all users.
Another requirement focuses on product design. As previously mentioned, businesses that manufacture products such as ATMs, smartphones, or other consumer devices must incorporate accessibility features. For example, ATMs must now include audio-assisted transaction capabilities, such as headphone jacks and voice-guided menus, to support visually impaired users. This ensures that products are usable by a wider range of people, regardless of their physical abilities. Similarly, service providers, such as those offering online banking or transportation services, must ensure their platforms are accessible. Mobile apps, for instance, should be compatible with screen readers and voice commands, enabling users to perform essential tasks like transferring money or checking account balances without barriers.
The EAA also emphasizes cross-border compliance and standardization of accessibility laws across the European Union. This creates a unified framework for businesses operating in multiple EU countries, simplifying compliance and facilitating seamless cross-border trade. For example, an automotive company selling vehicles in different EU markets must ensure that in-car systems, such as entertainment or navigation features, meet accessibility standards in all those countries. This could involve implementing voice-activated controls or providing clear, readable displays in multiple languages. By adhering to these standardized rules, businesses can streamline their operations while ensuring accessibility.
The EAA requires businesses to invest in staff training, conduct regular audits, and report on their accessibility efforts. Employees should be trained to assist customers with disabilities and understand how to use accessible features, such as audio-assisted self-service kiosks. Regular audits of websites, products, and services are necessary to ensure ongoing compliance, using tools like WAVE or AXE for digital platforms or third-party services for physical products. Additionally, businesses must produce periodic accessibility reports, detailing their compliance efforts and improvements. These reports should be publicly available, demonstrating transparency and accountability in meeting accessibility standards.
The EAA will have a significant impact on several industries due to its wide-ranging scope and detailed requirements for accessibility. One key sector affected is e-commerce, where online retail platforms must ensure that their websites, apps, and digital services are accessible to all users. This sector faces particular challenges in compliance, as accessibility lawsuits have been common in similar contexts, such as in the United States.
The banking and financial services sector is also subject to the EAA’s requirements. These include ensuring accessibility for online banking platforms, ATMs, payment services, credit agreements, and digital wallets. The regulations cover user interfaces, account access, and transaction functionalities, requiring financial institutions to adapt their systems to meet the needs of individuals with disabilities.
Telecommunications and transportation are other industries that must comply with the EAA. Telecommunications providers are required to make their apps, websites, and services compatible with assistive technologies to ensure accessibility for users with disabilities. In the transportation sector, ticketing machines, check-in kiosks, and related apps or websites must meet accessibility standards, covering both online and offline services in the travel industry.
Media, technology, and publishing are also impacted by the EAA. Audiovisual media services, such as streaming platforms, must provide features like subtitles for the deaf or hard-of-hearing, audio descriptions, and accessible interfaces. Technology manufacturers must ensure that devices like computers, smartphones, and TVs meet accessibility requirements in both design and functionality. Similarly, publishers of e-books and digital content must incorporate features such as text-to-speech compatibility and accessible navigation tools to comply with the Act.
Many industries will need to make substantial operational changes if they want to comply with the EAA by June 28, 2025. Businesses should prioritize accessibility planning to avoid penalties and seize opportunities in a growing market for inclusive products and services. In regard to content, communication, and language use, businesses can partner with a language service provider (LSP) to assist them in making changes.
Businesses may need to implement closed captioning, subtitles, audio descriptions and respeaking services to support customer-facing content for their products and services. LSPs with built-in audiovisual capabilities can offer an integrated pipeline that covers multilingual accessibility enhancements for global audiences.
Fintech companies can also benefit from LSPs to meet the accessibility requirements outlined in the EAA. LSPs can assist in making content available in multiple languages and formats, ensuring compliance with the EAA’s mandates. This includes providing accessible translations, which are essential for reaching diverse audiences and ensuring that all users can understand and interact with digital services.
As the EAA deadline nears, businesses operating across Europe are likely to observe several developments. Public sector organizations are expected to increase their investment in accessibility technologies and services, reflecting a commitment to meeting the new requirements. This shift may also drive growth in the language services industry, particularly in areas related to accessibility. Additionally, there will likely be a stronger focus on inclusive design practices within public sector communications to ensure compliance and improve accessibility.
These changes aim to enhance access to information and services for individuals with disabilities across the EU. By addressing the challenges posed by the EAA and leveraging the opportunities it presents, public sector organizations in Europe have the potential to foster a more inclusive digital environment. This progress could benefit citizens of all abilities and languages, promoting greater equity in access to digital resources and services.
By taking note of the EAA and its requirements for accessible language versions of content, businesses can ensure compliance, expand their market reach, and contribute to a more inclusive digital ecosystem in Europe.
