You might be wondering what “EAA” stands for and why it matters to your brand. It’s an abbreviation for the European Accessibility Act, an initiative by the European Union (EU) to make products and services more accessible to individuals with disabilities and the elderly across the EU. This directive highlights the EU and its 27 member states’ commitment to accessibility, as demonstrated by their ratification of the United Nations Convention on the Rights of Persons with Disabilities.
Adopted in April 2019, the EAA has a mission to break down barriers caused by inconsistent rules and standards across EU member states. It establishes a framework with minimum requirements that each member state and those who do business in the EU must meet.
The EAA takes effect on June 28, 2025, requiring all pharma brands’ digital assets to be accessible. Exceptions include social ads, banners, and PDFs live before this date. However, it’s always a good idea to consider accessibility when creating digital assets. To demonstrate compliance, pharmaceutical companies must submit an accessibility report every five years, starting June 28, 2030. Noncompliance can result in a fine of up to €500,000 and/or jail time, varying by member state. In Ireland, penalties for directors, managers, secretaries, and other officers within the company can range from a fine of €5,000 to €60,000 and/or six to 18 months’ imprisonment.
Pharma brands must be compliant with EN 301 549, which goes further than the Web Content Accessibility Guidelines (WCAG). However, the WCAG is part of EN 301 549 and is considered the benchmark for all digital products, but there are some additional criteria contained in EN 301 549 that brands will need to meet.
You may be worried that your brand isn’t ready for the EAA, but there is no need to panic. The UX team at EVERSANA INTOUCH can help you get your brand to where it needs to be.
Here are recommendations to ensure your brand achieves EAA compliance:
- Start with an ecosystem and web accessibility audit to assess your brand’s current compliance status.
- Based on the audit’s findings, we will create a remediation plan to address any issues.
- To ensure that accessibility is a component of future projects, the UX team will collaborate with the project management team to integrate accessibility checks into each phase of the project timeline.
- In addition, we strongly recommend conducting a yearly accessibility audit, which includes an accessibility conformance report to keep your brand on the right track.
- After ensuring your brand’s website is well-optimized, we suggest including an accessibility statement that links to the latest accessibility conformance report.
Ensuring the accessibility of your brand’s digital assets is essential, as it expands your audience reach and enhances brand reputation by accommodating individuals with disabilities and the elderly. Additionally, it aligns with legal and ethical standards, offering a competitive advantage.
Do you have questions, or would you like an accessibility assessment to determine if your brand is prepared for the EAA? Schedule a meeting with a UX expert.