Post-EAA (European Accessibility Act) Compliance Made Simple: What Marketers Need to Know

In a post-EAA world, accessibility is no longer just a nice-to-have feature. At its core, it is about giving millions of people the opportunity to engage with the digital world in meaningful ways. Making websites, apps, and campaigns accessible ensures every person can connect, interact and communicate with your brand without barriers. At the same time, accessibility creates clear advantages for businesses. Studies show that inaccessible websites collectively lose $6.9 billion annually to more inclusive competitors. By prioritizing accessibility, companies can do what is right for their customers while also unlocking new opportunities for growth and loyalty.

And while the EAA applies specifically to the EU, it signals a much broader shift. Accessibility regulations are gaining traction worldwide, which means brands everywhere, not just in Europe, have a chance to get ahead. By adopting inclusive practices now, marketers can future-proof their strategies and expand their brand’s reach.

Revisiting campaigns may feel daunting, but accessibility doesn’t have to be a roadblock. With a few practical steps, you can ensure your content works for everyone while keeping creativity and speed intact.

In this post, we’ll walk you through a simple, actionable checklist to get your campaigns EAA-ready, helping you deliver inclusive experiences for people who need it to engage with your brand, while unlocking real business value in today’s post-EAA landscape.

Why Accessibility Is a Non-Negotiable Priority Post-EAA?

Starting June 28, 2025, accessibility is no longer optional for digital experiences across the EU. Beyond being a legal obligation, accessibility has real implications for your customers and your business: it influences compliance, user experience, brand perception, and overall performance. Understanding these impacts helps marketers see why accessibility is not just a checkbox, but a strategic priority.

• Prioritizing accessibility signals a commitment to social responsibility and fosters trust. 77% of users believe improving web accessibility benefits the broader community. (Source)
• Research shows that accessible websites can outperform competitors by up to 50% (Source: Gartner)
• Non-compliance carries real consequences, with fines ranging from €5,000 to €20,000 per violation depending on severity and organization size (Source).

These numbers show us that accessibility after the EAA is not only about compliance but about creating digital experiences that benefit everyone.

The Four Accessibility Rules Marketers Can’t Ignore

Understanding accessibility isn’t just for developers, it’s essential for marketers who want their campaigns to reach and resonate with everyone. Following WCAG 2.1 Level AA standards ensures your digital experiences are:

• Perceivable so that users can experience your content through sight, sound, or touch. By adding alt text for images, captions for videos, and adaptable layouts, marketers can ensure everyone understands their message in any context.
• Operable, easy to navigate and interact with. Including buttons, menus, and interactive elements that work for keyboard-only users and are compatible with other assistive tech ensures smooth engagement possibilities for everyone.
• Understandable, easy to follow and act on. By keeping instructions clear, labeling elements accurately, and maintaining consistent messaging, marketers can eliminate any confusion and make experiences more effective.
• Robust campaigns that render and function seamlessly across devices, browsers, and assistive technologies. By adhering to standards and testing for compatibility, your content remains accessible today and into the future.

Every marketing interaction, from app sessions to website visits, is a chance to build stronger relationships with customers. When brands fail to make digital experiences inclusive, they miss out on opportunities to acquire and retain customers, which can result in hundreds of millions in lost revenue each year through lower conversions, legal costs, reduced market reach, and damaged brand reputation.

Must Have Pre-Launch Accessibility Checklist

Making your campaigns accessible isn’t just about following rules, it’s about giving every customer an opportunity to engage with your brand easily. Use this checklist as a simple pre-launch review to catch gaps, improve engagement, and ensure your brand connects with everyone.

• Check that every image has concise, descriptive alt text that explains
  • its purpose,
  • includes any on-image text, 
  • avoids redundant phrases like “image of,” and 
  • is left blank for decorative visuals.
• Make sure every video has closed captions that
  • accurately follow the audio, 
  • include sounds like music or laughter, 
  • use clear spelling and punctuation, 
  • their position doesn’t block important visuals in the video.
• Verify that the color contrast meets accessibility standards
  • Use a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text according to WCAG 2.1 AA guidelines.
  • Test buttons, links, and interactive states (hover, focus, disabled) to make sure they are clearly distinguishable.
  • Use tools like WebAIM Contrast Checker to confirm readability across devices and for users with visual impairments.
• Confirm that all text in your campaigns 
  • uses clear, simple language and short sentences for easy comprehension
  • maintains proper heading structure for navigation with screen readers
  • has legible font sizes and readable fonts across devices
  • is not embedded in images so it can be read by assistive technologies, searched by users, and scaled across devices.
• Review all forms in the campaign to:
  • provide clear, descriptive labels for each field
  • include concise instructions to guide users through the form
  • use error messages that explain what went wrong and how to fix it.
• Check keyboard navigation and focus order so all interactive elements are usable without a mouse and compatible with assistive tech.
• Test embedded links and buttons for clarity so users know exactly where each action will take them and can interact confidently.
• Test across devices and assistive technologies to confirm a smooth experience for everyone, today and in the future.

Navigate EAA requirements with Insider to Future-Proof Your Campaigns

Ready to take action on the EAA mandate? Insider’s pre-built templates for web and app platforms are built with accessibility at their core, so your campaigns work for everyone from the moment they go live. Here’s how:

• Structured for assistive technology: All elements within our pre-built templates are arranged so screen readers and other assistive tools can interpret content seamlessly.
• Meaningful sequencing of campaign elements: The sequence of text, images, and interactive elements within the pre-built templates follow a natural order, ensuring users navigate campaigns smoothly and intuitively.
• Clear Input Fields: Forms and input areas include meaningful labels and guidance so users can complete actions confidently without confusion.
• Keyboard-Friendly Navigation: Every template component works seamlessly with keyboards and other assistive devices, so users don’t get “stuck” and can engage fully.
• Focus and Interaction Management: All the buttons, links, and interactive elements within the templates follow a predictable focus order, and no content is hidden when a user navigates using the keyboard.
• Descriptive Links: All links clearly indicate their purpose, so users know exactly where they’ll go and what actions they’ll take.
• Alt Text for Images: Marketers can easily add descriptive alt text to every image in the template, ensuring screen readers convey the right context and meaning to all users.
• Error Messaging and Instructions: Forms highlight errors clearly and provide helpful instructions so users can correct mistakes easily.
• Status Updates for Everyone: Any updates or messages within the campaign are automatically conveyed to assistive technologies without interrupting the user experience.

Looking Ahead: Why Inclusive Experiences Are the Future of Marketing

With the European Accessibility Act now in effect, accessibility is no longer optional. It is a chance to reach more people and create meaningful connections. Brands that embrace inclusivity can engage untapped audiences, boost conversions, and stand out in a competitive market.

The EAA is a clear signpost of where digital regulation is headed globally. Every touchpoint, from websites to apps, is an opportunity to deliver experiences that work for everyone. By designing campaigns with accessibility in mind, marketers turn regulatory compliance into a tool for growth, loyalty, and long-term impact.

Disclaimer: This article is for informational purposes only and does not constitute legal advice. Always confirm requirements with your legal counsel before making compliance decisions.