Accessibility in newsletters? What the new law requires:
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When the new EU Accessibility Directive comes into force on 28 June 2025, companies that provide digital services or products will have to ensure that their content is accessible.
Although not specifically mentioned, email newsletters could fall under the general requirements of the EAA, especially if they are considered part of the services covered by the Directive.
However, making your newsletters accessible is not just about meeting legal requirements. Most importantly, it will ensure that your recipients get real value from your newsletters, increasing your reach and customer loyalty.
To make sure you are on the safe side when it comes to accessibility, we have compiled the most important guidelines and tips for accessible newsletter design.
What is the new directive on accessible digital solutions?
The new e-accessibility law, also known as the European Accessibility Act (EAA), requires companies in the EU to make their digital applications accessible in business transactions. This includes digital communication in areas such as e-books, e-commerce and audiovisual media.
Accessible digital solutions enable unrestricted access to digital content for all people, promoting an inclusive society. For businesses, accessibility means a wider reach, reaching people with motor, visual, cognitive or hearing impairments.
The deadline for implementation is 28 June 2025, so now is the time to take a strategic approach to email marketing accessibility and ensure that communications are truly inclusive.
Which businesses are affected by the EAA guidelines?
The new European Accessibility Act (EAA) guidelines affect companies that offer certain products and services in the European Union (EU). This applies whether the companies are based inside or outside the EU, as long as they serve the EU market.
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Companies and industries affected:
- Technology and software providers
- Computer, tablet and smartphone manufacturers
- Operating system and software providers
- Web and application developers (including e-commerce platforms)
- Online services and e-commerce
- Online marketplaces
- Digital content providers (streaming services, publishers)
- Online banking and financial services providers
- Retail and services
- Self-service terminal providers (e.g. ticket machines, ATMs)
- Telecommunications providers
- Transport companies (e.g. airlines, railways, public transport)
- Public sector and education
- Universities and education platforms
- Government agencies with digital services for citizens
Exemptions
Companies with fewer than 10 employees and an annual turnover of no more than 2 million EUR may be exempted in some cases where the implementation of the Directives would be a disproportionate burden.
Please note that the exact requirements may vary depending on the national implementation of the EAA. We recommend that you check the specific legislation in your country or seek legal advice to ensure that your email communications comply with applicable accessibility standards.
Do the EAA guidelines apply to newsletters?
Although emails and newsletters are not specifically mentioned in the European Accessibility Act (EAA), certain types of digital communication must be accessible if they are considered essential services. This includes
- Legally or contractually relevant emails, such as invoices, payment confirmations, terms and conditions updates, order and delivery information, and government notices such as tax assessments or reporting requirements.
- Customer service and support emails, such as responses to support requests, appointment confirmations, password resets or security alerts in the event of a data breach.
- Digital service and content emails, such as banking and financial transactions, electronic tickets, access codes or notifications of changes to online accounts.
Advice:
If your website or digital services are subject to the GDPR, this will generally apply to related email communications, including newsletters.
Separately, in your newsletter communications, you should ensure that your content is understandable and accessible to all users, regardless of limitations or assistive technologies.
Is your newsletter accessible?
Important criteria for true accessibility
To ensure that your newsletter complies with accessibility guidelines, you should consider the following aspects:
Clear and comprehensible language
Use simple and concise sentences. Avoid complex expressions and technical terms.
Structured content and readability
Use headings (H1, H2, H3) for a clear hierarchy. Divide the text into well-structured paragraphs. Use legible fonts (e.g. Arial, Verdana) with a minimum size of 14px
Sufficient color contrasts
Ensure a contrast ratio of at least 4.5:1 between text and background. Use tools such as Accessible Design to check this.
Alternative texts for images
Provide all images with alternative texts. These enable screen reader users to understand visual content.
Clear and descriptive links & buttons
Use descriptive link texts (e.g. “Learn more about accessibility” instead of “Click here”). Buttons and links should be large enough to be easy to use, especially on mobile devices.
Avoiding purely visual content
If content is displayed as graphics, an alternative text version should be available.
Responsive design
Make sure that your newsletter is easy to read on all devices. Test the display on smartphones and tablets.
Accessible forms
Use clear descriptions for input fields and error messages.
Accessible email marketing brings benefits to your business
Under certain conditions, accessible email marketing is not only a legal requirement, but also an opportunity to make your communication more inclusive and effective.
Correctly implementing the required measures will bring many benefits to your business:
- Greater reach: You can reach people with disabilities and broaden your target audience.
- Greater customer satisfaction: Inclusive communication builds customer loyalty.
- Legal certainty: Comply with legal requirements and avoid potential penalties.
- Image enhancement: Demonstrate social responsibility and strengthen your brand image.Accessible email marketing brings benefits to your business
Our recommended course of action
Start adapting your newsletter templates now to be ready for accessible communication.
- Review your current newsletter templates for accessibility.
- Train your team on accessible communication.
- Make the technical adjustments mentioned above.
- Test your adapted templates with different technologies.
- Gather feedback from users with different needs.
By implementing these measures, you will ensure that your email marketing is not only compliant, but also inclusive and future-ready.
Two steps to an accessible newsletter
As specialists in newsletter solutions, we can help you adapt your newsletter to the latest guidelines.
Step 1: Accessibility check
We test your newsletter template for accessibility - using special tools and on different devices to ensure that all requirements are met. You will receive a report on existing barriers and specific recommendations for improvement.
Step 2: Making the technical adjustments
If you wish, we can make the necessary adjustments to your newsletter template so that it is fully compliant.
Sources of information
Detailed information about the European Accessibility Act (EAA) and the accessibility guidelines can be found here:
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