The Accessibility Directive affects companies' websites and digital services

In a world where digitalization is constantly growing and becoming a natural part of everyday life, online accessibility is more important than ever. The new accessibility directive aims to ensure that everyone, regardless of ability or disability, has the same opportunities to access digital services and content. Companies with digital platforms are directly affected and need to adapt both design and functionality to meet the new requirements. In this article we clarify what the new directives mean and how they may affect your website and digital services.

 

What is the new accessibility directive?

From June 2025, this means that private actors as well – for example in e-commerce, banking and transport – must meet requirements for digital accessibility.

The new accessibility directives derive from the EU’s Web Accessibility Directive and have been implemented in Sweden through an amendment to the Discrimination Act. The purpose of these directives is to make the web accessible to everyone, regardless of their physical or cognitive abilities. The directives cover public authorities and certain private companies with websites or mobile apps intended for the public. This means that higher demands are placed on companies to ensure that their websites are usable for people with various types of disabilities.

The accessibility requirements are based on WCAG 2.1 (Web Content Accessibility Guidelines), which is an international standard that defines how websites and digital services should be built to be accessible to as many people as possible. WCAG 2.1 defines guidelines for design and functionality that make the web more user-friendly for people with visual impairments, hearing impairments, motor limitations and cognitive issues.

The latest version of WCAG (Web Content Accessibility Guidelines) is WCAG 2.2, which was released in December 2022. It builds on WCAG 2.0 and 2.1 and focuses on further improving accessibility.

How the Accessibility Directive affects company websites?

1. Improved user experience

The new Accessibility Directive forces companies to consider accessibility as a central part of developing their website or app. This means websites must be built with usability in mind so that everyone can navigate and use features without barriers. For companies, this means their website becomes not only more usable for people with disabilities, but also for a broader audience, including older people and those with temporary impairments (e.g. a broken arm).

2. Inclusive design

Websites and apps need to be designed to be inclusive. This means web design must take different needs into account and be adapted to be usable by people with various types of disabilities. This can include:

• Text alternatives for images – Use alt text for images so that screen readers can describe images for visually impaired users
• Colors and contrast – Ensure the contrast between text and background is high enough to be readable for people with reduced vision
• Sufficient keyboard navigation – Ensure the entire site can be navigated by keyboard, for people who cannot use a mouse
• Large, readable fonts – Use legible fonts in a size that can be enlarged without losing functionality

More about inclusive design

3. Legal requirements

Companies that do not comply with the new Accessibility Directive risk breaking the law and may be subject to fines or legal action. Under the new directives, companies are required to document and regularly update their website to ensure it meets accessibility requirements. This may mean companies need to make technical changes or updates to follow the guidelines, and it is important to keep track of legislative changes to remain compliant.

4. Improved SEO and visibility

A website built to be accessible is often also better optimized for search engines (SEO). For example, alt text for images is required, which is not only an important accessibility feature but also helps Google understand the image content and rank it better. Structured HTML and correct use of headings and links also improve both usability and SEO performance.

5. Increased trust and brand image

By showing that they take accessibility seriously and work to include all users, companies can build a positive brand. Customers appreciate companies that take their needs into account, and an accessible website gives an impression of responsibility and care. This can improve customer relationships and also lead to greater customer loyalty

What differentiates the old (WCAG 2.1) guidelines from the new (WCAG 2.2)?

WCAG 2.2 introduces several important improvements and additions compared with WCAG 2.1. Here are the main differences between the two versions:

1. New guidelines for users with cognitive and learning difficulties

• WCAG 2.2 places increased focus on users with cognitive and learning difficulties. It introduces new guidelines that make it easier for users with these challenges to understand and navigate digital content.
  
  Example: Cognitive Accessibility - WCAG 2.2 specifies requirements to provide users with clearer and more structured information, as well as the ability to adjust content to improve readability and comprehension.

2. Fewer rules about technical details, more user-centered goals

• WCAG 2.2 places greater emphasis on user-centered goals rather than technical specifications, making the guidelines more flexible and applicable across different digital platforms. This differs somewhat from WCAG 2.1, which contained more detailed technical requirements for accessibility.

3. Improved requirements for text and contrast

• In WCAG 2.2 the requirements for contrast and text size have been strengthened to make text more readable for users with visual impairments.
  
  Example: Higher standards are set to ensure text remains readable even on smaller screen sizes and in more complex layouts.

4. Specific requirements for interactive elements

• WCAG 2.2 includes more specific requirements and guidance for interactive elements such as buttons and links. These guidelines aim to make interfaces more user-friendly, especially for people with motor or cognitive difficulties.
  
  Example: Requirements are introduced so that interactive elements are easier to reach, understand, and use for all users.

5. Inclusion of new guidelines for mobile devices

• WCAG 2.2 continues to build on WCAG 2.1 regarding mobile devices, but it clarifies and improves guidelines to make digital services more accessible on mobile platforms, including apps and small screens.

6. Improved accessibility for users with low attention or working memory

• WCAG 2.2 introduces guidelines that specifically help users who have difficulty maintaining attention or working memory. This can include allowing users to save and resume progress in complex tasks, or preventing users from making mistakes due to limited memory.

7. Continued focus on security and web safety

• WCAG 2.2 continues to underscore the importance of safe web use, with guidelines to ensure that digital services are not only accessible but also secure for all users.

Paying on a screen at the fuel pump or withdrawing cash from an ATM are everyday tasks – but the interfaces are often small, cluttered and hard to read. For many, it becomes an unnecessarily complicated or even inaccessible experience.

Does the accessibility directive apply to more than just websites?

Yes — accessibility requirements also apply to many physical environments and digital products beyond the web.

From ATMs and fuel pumps to e-commerce and digital displays in public spaces, all of these devices and services must comply with guidelines to ensure they are accessible to all users, regardless of disabilities.

Below are some concrete examples where accessibility requirements are important:

1. ATMs and payment terminals

ATMs must be usable by everyone — for example, through audio support for users with visual impairments, high screen contrast, and buttons that work well for people with motor impairments.

2. Digital kiosks (e.g. restaurants and cinemas)

Many fast-food restaurants, cinemas, and theme parks use digital kiosks to order food, tickets, or services. These kiosks must be accessibility-adapted, which may include audio support, large text, and easy-to-use interfaces.

3. Online healthcare services and medical portals

When patients interact with digital healthcare systems — such as booking appointments online or accessing medical records — these platforms must be accessible to people with different disabilities. This includes compatibility with screen readers, sufficient contrast, and options to enlarge text or adjust layouts to improve readability.

4. Smartphones and apps

Many smartphones and apps — from email clients to social media platforms — must be designed with accessibility in mind. Features such as screen readers, speech recognition, text enlargement, and alternative navigation methods need to be available to ensure users can fully access all functionality.

5. In-car navigation systems

Modern vehicle navigation systems often rely on touchscreens and voice recognition to guide drivers. To be accessible, these systems must be readable for users with visual impairments, audible for users with hearing impairments, and easy to navigate for people with motor impairments (e.g. larger buttons or voice control).

6. Electronic road signs

Electronic road signs used for traffic management or road information must be clear and accessible to everyone, including people with visual impairments. This may involve sufficient contrast, readable text size, and alternative options such as audio signals to convey important information.

7. Public digital displays (e.g. at train stations and airports)

Digital information displays at locations such as train stations or airports must be accessible to people with visual and hearing impairments. This can include clearly readable text with good contrast, as well as audio or voice announcements to inform passengers about departures, arrivals, and changes.

8. E-commerce websites

E-commerce websites must comply with accessibility guidelines to ensure all users can complete purchases and navigate the site. This may include options to adjust text size, screen reader support, and clear visual indicators to assist users with visual impairments.

9. Customer service systems and chatbots

Digital customer service systems, such as chatbots, must be designed so that users with visual, hearing, or cognitive impairments can interact with them. This may include screen reader compatibility or text-based communication options for users with hearing impairments.

10. Remote controls for smart home and devices

Smart home devices and remote controls (e.g. for TVs, thermostats, or security systems) must be accessible to users with motor or cognitive impairments. This may involve larger buttons, simplified menus, and the ability to control devices via voice or voice assistants.

Tesla's interface is often perceived as difficult to read, primarily because of low contrast, small fonts and a lot of information being shown on the screen at the same time. In certain lighting conditions it becomes especially challenging to quickly take in important information, which can affect both the user experience and traffic safety. A more accessible interface with clearer hierarchy and better readability would make a big difference.

Editors play a crucial role in ensuring that the content on a website or digital platform is accessible

Why editors have a big responsibility

1. Content accessibility

Editors are responsible for creating, adapting and publishing content on the website. This includes ensuring that text is easy to read, that images have descriptive alt text for screen readers and that multimedia (such as videos) are accessible with captions and transcripts. Content should also be structured so that it is easy to understand, especially for users with cognitive difficulties.

2. Language and clarity

Editors are responsible for using clear and simple language, which is an important part of making content accessible. Content must be easy to understand for all users, including people with reading or cognitive difficulties.

3. Continuous updating of content

Editors are responsible for ensuring that all new content on the website follows accessibility guidelines and does not introduce barriers for users. For example, if a video is uploaded without captions, it can directly affect accessibility for users with hearing impairments.

 

Summary

The new Accessibility Directive is an important step towards a more inclusive digital world. For companies it represents both a legal obligation and an opportunity to improve their website to reach more customers. By following the new guidelines, companies can create a better user experience, improve their SEO, strengthen their brand and ultimately increase their customer base. Investing in accessibility is not only a way to meet legal requirements, it is also a way to build a more inclusive and sustainable digital future.

 

Read more about the Accessibility Directive in the Official Journal of the European Union:

Accessibility Directive: the European Parliament and Council directive

Accessibility Directive SOU: download as PDF (8.3 MB PDF)

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