How marketers brace for the European Accessibility Act

Many brands are ill-prepared for the law that takes effect this summer. The European Accessibility Act (EAA), which requires all digital products and services, including websites, e-commerce, and mobile apps, to be accessible for people with disabilities, takes effect June 28, 2025. The act applies to any organization providing digital products and services to customers in the EU, including U.S.-based companies. The pending regulation has prompted global brands and organizations to examine their approach to creating more accessibility online. Indeed, the law will affect roughly 87 million people in the EU who have some form of disability. But that doesn’t mean companies are ready for the EAA.