Another day, another European regulation for global email marketers to navigate. And this one really matters — not just because it’s a legal requirement or because accessibility is a fundamental human right but also because it makes strong commercial sense.

So, what exactly is the European Accessibility Act (EAA)? How does it affect your business? And what steps should you take now to ensure your email marketing campaigns are fully compliant?

In this article, we’ll break down why EAA compliance is essential—and how you can make your emails accessible to everyone without compromising on creativity or performance.

TL;DR: Jump straight to our EAA Compliance Checklist

What is the European Accessibility Act?

The European Accessibility Act (EAA), which came into effect on June 28, 2025, is a landmark EU directive designed to harmonize accessibility standards across Member States. It requires a wide range of products and services — including websites, mobile apps, e-commerce platforms, and digital communications (yes, that includes your email marketing campaigns and newsletters) — to be accessible to people with disabilities.

By removing fragmented national rules across Europe, the EAA not only strengthens the rights of over 80 million EU citizens with disabilities but also simplifies compliance for businesses operating across borders.

I’m based outside the EU – does the EAA still apply to me?

Yes. The EAA applies to any business, regardless of its location, that offers digital products or services to consumers within the European Union.

Therefore, if your company is based in the UK, the US, or elsewhere but serves or sells to EU customers, you’re expected to meet the EAA’s accessibility requirements.

I don’t think I have any European customers — do I still need to comply with the regulations?

You might not think you have any EU customers — but are you sure? In today’s global digital economy, your users could be in Paris, Texas, one day and Paris, France, the next. Much like the GDPR, the EAA protects the rights of EU citizens, regardless of their physical location.

If your digital products or services are accessible to EU consumers — even unintentionally — you could fall under the EAA’s scope.

I’ve heard some organizations may be exempt from the EAA – is this true?

Yes, there are some exemptions — but they’re specific and limited. These include:

• Microenterprises: Defined as businesses with fewer than 10 employees and an annual turnover or balance sheet total of less than €2 million — are exempt from the EAA’s service-related requirements. However, this exemption doesn’t automatically apply to all products they may manufacture or sell.
• Pure B2B services: The directive is focused on consumer-facing products and services. If your services are exclusively provided to other businesses and not to consumers, they may fall outside the scope of the EAA.

However, in the spirit of making your campaigns and newsletters more accessible to a broader audience, we believe accessibility in email marketing extends far beyond compliance. It’s not just about ticking boxes — it’s about embracing what is essentially email marketing best practice. So really, why would you want to opt out?

What are the risks of non-compliance?

Don’t go there. The EU has teeth — and as we saw with GDPR, it’s not afraid to use them.

If your business fails to comply with the EAA, you could face serious consequences. Fines vary by country but can range from €5,000 to over €100,000, depending on the severity of the issue and whether it is repeated or unresolved.

Beyond financial penalties, non-compliance can lead to:

• Legal action
• Removal of your products or services from the EU market
• Damage to your brand reputation

Is there any good news?

Absolutely, and plenty of it.

Accessibility isn’t just a “nice to have.” There are many compelling commercial reasons to make your digital content, especially email campaigns, more accessible. Think of the EAA as a platform to ensure as many people as possible can access your products and services. And the benefits don’t stop at the EU’s borders. Every step you take to improve accessibility also makes your content more usable for a global audience.

I’ve left it too late – what am I going to do?

First things first — don’t panic.

While every new campaign you publish after the June 28, 2025, deadline should comply with the European Accessibility Act (EAA), there’s a transition period for existing content, such as pre-created workflows and drip campaigns. You have until June 28, 2030, to bring these older campaigns up to standard.

That said, this isn’t a reason to delay. Just because you can wait doesn’t mean you should. Now is the time to start making your email campaigns and newsletters more accessible.

To aid you in this process, we’ve created a checklist to help ensure the compliance of your email campaigns.

EAA Email Marketing Compliance Checklist: 10 Easy Steps

You’ll need to start by auditing all your email marketing assets — including templates, automated workflows, newsletters, and transactional emails — to ensure your content aligns with WCAG 2.1 Level AA and EN 301 549 standards, which form the foundation of the European Accessibility Act (EAA).

As you review, it’s crucial to document all accessibility issues, categorize them by severity, and prioritize fixes that have the greatest impact on user experience. This structured approach will help you stay compliant while delivering inclusive, high-performing campaigns.

These are the essential components of your campaigns you’ll need to check:

 1. Text and Readability

• Use clear, concise language: Write in plain language that’s easy to understand. Avoid jargon, idioms, or overly technical terms unless absolutely necessary — and if you must use them, provide brief explanations. This ensures your message is accessible to a broader audience, including individuals with cognitive disabilities or those who are non-native speakers.
• Font size: A minimum font size of 14px helps maintain readability, especially on mobile devices. Choose clean, sans-serif fonts like Arial, Helvetica, or Verdana, and avoid decorative or script fonts that can be difficult to read on screens.
• Sufficient line spacing and paragraph breaks: Use adequate line height (typically 1.5x the font size) and break up text into short paragraphs. This improves readability and reduces visual fatigue, especially for users with dyslexia or visual impairments.

2. Structure and Navigation

• Use semantic headings to organize content logically: Structure your email content using proper HTML heading tags to ensure clear and logical organization. Start with a single H1 for the main title, followed by H2s and H3s for subheadings and nested sections. This not only improves visual hierarchy but also helps screen readers and assistive technologies understand the flow and importance of content.
• Include a “Skip to Content” link: A “Skip to Content” link allows users relying on keyboards or screen readers to bypass repetitive navigation and jump straight to the main message. This small addition significantly enhances usability and efficiency for users with visual or motor impairments.
• Ensure a logical reading order for assistive technologies: Make sure the HTML structure of your email follows a natural reading order — from top to bottom, left to right — so that screen readers present the content in the correct sequence. Avoid using layout techniques (such as tables or floating elements) that disrupt this flow unless they are coded in a way that ensures accessibility.

3. Links and Buttons

• Use descriptive link text: Avoid vague phrases like “Click here” or “Read more.” Instead, use link text that clearly describes the action or destination — for example, “Download the accessibility guide” or “View our pricing plans.” This helps all users, especially those using screen readers, understand the purpose of the link without needing additional context.
• Ensure buttons are clearly labeled and mobile-friendly: Buttons should have clear, action-oriented labels, such as “Subscribe Now” or “Get the Report.” Make sure they are large enough to be easily tapped on mobile devices, typically at least 44×44 pixels, and spaced far enough apart to prevent accidental taps.
• Avoid using links that rely solely on color to convey meaning: Don’t use color alone (e.g., blue text) to indicate a link. Instead, underline links or use other visual cues like bolding or icons to ensure they are distinguishable for users with color vision deficiencies or those using monochrome displays.

4. Images and Media

• Add alt text to all meaningful images: Every image that conveys important information—such as charts, infographics, product photos, or call-to-action graphics—should include descriptive alternative (alt) text. This allows screen readers to convey the image’s purpose to users who are blind or visually impaired. Keep alt text concise but informative, describing the image’s content and function.
• Avoid using images as the sole means of conveying important information: Never rely solely on images to communicate key messages, such as promotional offers, event details, or instructions. Always include the same information in text format within the email. This ensures that users who can’t view images — due to visual impairments or email client settings — still receive the full message.
• For videos, include captions, transcripts, and audio descriptions: If your email includes or links to video content, make it accessible by providing closed captions for spoken dialogue, a full transcript for users who prefer or need to read the content, and audio descriptions for any important visual elements not explained in the audio. This ensures your video content is inclusive for users with hearing or visual impairments.

5. Color and Contrast

• Ensure a minimum contrast ratio of 4.5:1 between text and background: To maintain readability for users with low vision or color blindness, text must have sufficient contrast against its background. The WCAG 2.1 Level AA standard requires a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text (18pt or 14pt bold). This helps ensure that your content is legible in various lighting conditions and on different screens. Several online tools are available to assist you in managing this process.
• Avoid using color alone to indicate status or actions: Relying solely on color to convey meaning can exclude users with color vision deficiencies. For example, instead of using just red text to indicate an error, pair it with an icon (like a warning symbol) or a clear label (e.g., “Error: Invalid email address”). This ensures that all users can understand the message, regardless of their perception of color.

6. Keyboard and Assistive Tech Compatibility

• Ensure all interactive elements are keyboard-navigable: Every interactive component of your email, including links, buttons, and form fields, should be fully accessible using only a keyboard. Users should be able to navigate through elements using the Tab key, activate them with the Enter or Space bar, and move in a logical order. Avoid using custom elements or scripts that break standard keyboard behavior, as this can make your content inaccessible to users with motor impairments.
• Test with screen readers: Screen readers interpret and vocalize content for users who are blind or have visual impairments. Testing your emails with tools like NVDA (Windows), VoiceOver (macOS/iOS), or JAWS helps ensure that content is read in the correct order and that all interactive elements are appropriately labeled.

7. Responsive and Mobile-Friendly Design

• Use responsive layouts that adapt to different screen sizes. Design your emails using responsive HTML and CSS techniques so the content automatically adjusts to fit various screen sizes—from desktops to tablets to smartphones. This ensures a consistent and user-friendly experience across all devices, regardless of screen orientation or resolution.
• Avoid fixed-width designs: Fixed-width layouts can cause horizontal scrolling, content clipping, or distorted formatting on mobile devices. Instead, use percentage-based widths and flexible containers that scale gracefully. This helps maintain readability and usability without requiring users to zoom or scroll excessively.
• Ensure touch targets are large and spaced appropriately: Interactive elements, such as buttons and links, should be at least 44×44 pixels and spaced far enough apart to prevent accidental taps. This is especially important for users with limited dexterity or those navigating on smaller screens. Clear spacing and generous sizing improve both accessibility and overall user experience.

8. Avoid Time-Based and Flashing Content

• Avoid using flashing animations: Rapid flashing or blinking content, especially anything that flashes more than three times per second, can trigger seizures in individuals with photosensitive epilepsy. To ensure safety and inclusivity, it is best to avoid using such animations altogether. If you must use GIFs, opt for subtle, slow transitions and ensure they don’t distract or overwhelm the user.
• Allow users to pause or extend time limits: If your email includes interactive elements with time constraints, such as countdowns, carousels, or limited-time offers, provide users with the ability to pause, stop, or extend the time. This is especially important for users with cognitive or motor impairments who may need more time to read, understand, or interact with the content. Where possible, avoid auto-advancing content unless user-controlled.

9. Accessibility Statement and Feedback

• Link to your accessibility statement: While adding a link to your organization’s accessibility statement in the footer of your emails is not a legal requirement, it demonstrates a commitment to inclusivity and transparency. This statement should outline your accessibility goals, the standards you follow (such as WCAG 2.1), and the steps you’re taking to ensure your digital content is usable by everyone. It also reassures recipients that accessibility is a priority, not an afterthought.
• Provide a contact method for users to report accessibility issues: Make it easy for users to reach out if they encounter barriers. Include a clear and accessible contact method, such as an email address, contact form, or phone number, where users can report issues or request content in alternative formats (e.g., plain text, large print, or audio). This not only helps you address individual needs but also provides valuable feedback to improve your accessibility efforts over time.

10. Ongoing Monitoring and Training

• Schedule regular audits: Accessibility isn’t a one-time task – it’s an ongoing commitment. Conduct regular audits of your email templates, content, and workflows to ensure continued compliance with evolving standards like WCAG 2.2 and EN 301 549. Quarterly or biannual reviews help catch regressions, address new content, and adapt to changes in technology or legislation.
• Train your marketing team on accessibility best practices: Equip your team with the knowledge and tools they need to create inclusive content from the start. Offer regular training sessions on topics like writing accessible copy, using semantic HTML, designing for color contrast, and testing with assistive technologies. Embedding accessibility into your team’s workflow reduces the risk of non-compliance and improves the overall quality of your campaigns.

Don’t know where to start with accessibility? We can help.

We get it. Accessibility is another essential item on your already long list of email marketing priorities. But EAA compliance isn’t something you can delay or ignore.

Whether you need a comprehensive audit of your current campaigns, guidance on accessible design, or support in building future-proof templates, our team is ready to help you meet compliance requirements. Reach out today to your Adestra Customer Success Manager to learn how we can help you make every send accessible to all.

Not an Adestra client? Contact us to request a demo and learn more about how we can help you deliver more accessible email marketing campaigns and newsletters.

Disclaimer: The information provided in this communication is for general informational purposes only and does not constitute legal advice. While we strive to ensure accuracy and relevance, we recommend consulting with legal or compliance professionals to ensure your organization meets all requirements under the European Accessibility Act (EAA) and other applicable regulations.