Global Marketing Teams Confronting the Implications of the European Accessibility Act
The European Accessibility Act (EAA), introduced by the European Commission, aims to harmonize accessibility requirements across EU Member States. This landmark legislation sets forth specific requirements for marketing materials, particularly those on digital channels such as emails, websites, and apps. Here's a comprehensive guide for global marketing teams to ensure compliance with the EAA.
## Key Requirements for Marketing Materials
1. **Web Content Accessibility Guidelines (WCAG) Compliance**: - The EAA mandates that digital content, including marketing materials, comply with at least Level AA of the Web Content Accessibility Guidelines (WCAG). This includes providing alt text for images, captions and transcripts for audio and video content, and ensuring keyboard accessibility for users with disabilities.
2. **Accessibility Features**: - Marketing materials must include accessibility features such as text alternatives for non-text content, and clear navigation that can be accessed through assistive technologies.
3. **Information Provision**: - Service providers must provide information about the functioning of their services and any accessibility features available.
## Ensuring Compliance for Global Marketing Teams
1. **Conduct Accessibility Audits**: - Regularly audit marketing materials to identify and address accessibility issues. This can include reviewing emails, websites, and apps against the WCAG guidelines.
2. **Implement Accessibility Standards**: - Ensure all marketing materials meet the Level AA WCAG standards. This includes incorporating accessibility features such as alt text, captions, and transcripts.
3. **Training and Education**: - Provide training to marketing teams on accessibility best practices and the importance of compliance with the EAA.
4. **Regular Updates and Maintenance**: - Regularly update and maintain marketing materials to ensure they remain accessible and compliant with evolving accessibility standards.
5. **Collaborate with Accessibility Experts**: - Work with accessibility experts to ensure that marketing materials are designed with accessibility in mind from the outset.
6. **Monitor Compliance Deadlines**: - Be aware of the compliance deadlines set by the EAA, particularly for existing and new digital services. The deadline for new services is 28 June 2025, while existing services have until 28 June 2030.
By adhering to these guidelines, global marketing teams can ensure compliance with the EAA and enhance the accessibility of their marketing materials for a broader audience. The EAA includes information and communication as key domains, requiring that any information provided to consumers must be accessible to all users, including those with disabilities.
The EAA works in conjunction with WCAG, an internationally recognized set of recommendations for improving web accessibility. Large corporations face increased risk of legal action for non-compliance, which can result in costly litigation and further reputational harm. The EAA requires that marketing materials, such as videos, multimedia content, print brochures, websites, mobile apps, customer service interfaces, and self-service terminals, be made accessible to all users.
To prepare for the EAA, audit existing assets to identify compliance issues and build a prioritized project plan for updates. Non-compliance with the EAA can result in fines and product bans within the EU market. Printed materials should be designed with clarity, contrast, and legibility in mind to ensure accessibility beyond the digital realm. The website offers services to make information accessible in various formats, including Large Print, Braille, Easy Read, BSL, and more.
- Global marketing teams should ensure their marketing materials, such as video content, comply with at least Level AA of the Web Content Accessibility Guidelines (WCAG), by providing alt text, captions, and transcripts.
- To enhance accessibility, marketing materials should incorporate features such as text alternatives for non-text content and clear navigation accessible through assistive technologies.
- Service providers must offer information about the functioning of their services and any accessibility features available to their clients.
- To maintain compliance with the EAA, global marketing teams should regularly audit marketing materials, implement accessibility standards, provide training, update and maintain materials, collaborate with accessibility experts, and monitor compliance deadlines.
- Large brands must be aware that non-compliance with the EAA may result in costly litigation and reputational harm, given the international scope of the legislation and the use of technology in marketing.
