If you’re managing international marketing in Europe, there’s a big regulatory change on the horizon. The European Accessibility Act (EAA), coming into effect in June 2025, will require products and services to meet specific accessibility standards. This legislation is designed to ensure that people with disabilities have equal access to technology, information, and services across the European Union.
To shed light on this crucial topic, we sat down with our super Head of Languages, Agata Watroba, for a quick overview of the challenges and opportunities for global marketers, particularly when it comes to localisation and maintaining brand consistency.
Agata: The EAA applies to businesses of all sizes that offer digital products and services within the EU. But, small businesses with fewer than 10 employees and annual earnings below 2 million euros are exempt. It’s worth noting that 73% of professionals believe the EAA applies to their organisation, which shows how broad the impact is.
Agata: The EAA was enacted in 2019, but the real deadline is approaching fast: the 28th June 2025. So if you haven’t done so already, you need to make sure your content is accessible in European languages, especially if you’re planning to maintain a strong presence across European markets.
Agata: How this regulation will be enforced in practice is still to be seen as there are different levels of compliance you need to aspire to. So we’re learning as we go and keeping on top of how the industry is approaching the change.
What we do know so far is that EAA will put even more emphasis on the localisation and design of international marketing. For example, if a site isn’t localised into the local language, but the company is selling their products online in that particular market, the website is not considered fully accessible. Making sure translations and transcreations are clear and relevant will be key.
Agata: Yes exactly, high-quality localisation is going to be a key strategy to be compliant with these new regulations. It’s not just about translating text but making sure it’s adapted in a way that is accessible for people with disabilities in different countries. This might mean adding audio descriptions, subtitles or making the localised assets compatible with speech readers, from a linguistic and technical perspective.
It’s the kind of work that many global brands are already doing voluntarily as it’s good business sense to appeal to your consumers at a local level. So getting this right means you’re not only complying with the EAA but also connecting more meaningfully with international audiences.
Agata: Yes, this is where international design considerations really come into play. It’s about making sure everyone can interact with your brand easily, no matter their abilities. Making sure headlines, body copy, and CTAs are easy to tell apart can make a huge difference for accessibility. You want strong contrast between text and background colours, readable fonts, and a clear, logical layout. Again, many global brands are already baking this into their approach but soon it won’t be optional.
Agata: My pleasure! You should of course start by diving into the EAA requirements using reliable resources like the European Commission’s website. Then create a plan, conduct regular audits, and bring in accessibility and localisation pros where needed.
We will be providing more detailed updates for our clients as we go to ensure their approach to international marketing is compliant with these new regulations. And of course, continuing to deliver smooth international campaigns for our clients everyday – managing complex localisation projects and ensuring language consistency across markets.
Agata: Embrace this change as a chance to innovate and broaden your brand’s reach. Accessible international marketing isn’t about ticking a box, it’s building real connections with a diverse audience. The brands that lean into inclusivity and respect for local language speakers will see the best results from their international marketing efforts!
As Agata highlights, the European Accessibility Act 2025 is not just a regulatory milestone but a chance to build deeper connections with audiences around the world. By starting preparations now, global marketers can turn compliance into a strategic advantage and lead the charge in creating a more inclusive digital landscape.
Here is a good place to start learning more about the EAA 2025: European Accessibility Act – European Commission.
For support to ensure your international marketing will be compliant in Europe, or if you have an international campaign you think needs our help, get in touch today.