Why US Brands Should Care About The European Accessibility Act (EAA)

For American companies, Europe represents not just a massive consumer market of over 450 million people, but also one of the safest and most stable regions in the world to invest. Thanks to long-standing transatlantic trade relations, tariffs between the US and the EU are relatively low compared to other global markets, and regulatory frameworks are transparent and predictable. While compliance can seem complex, Europe offers what many markets cannot: legal certainty, strong consumer protections, and a business environment built on stability and trust. For US brands seeking sustainable international growth, Europe is less about risk—and more about unlocking opportunity.

Entering Europe? Why Accessibility Is More Than Just Compliance for US Brands

When American brands look to Europe, they often focus on the obvious: translation, currency, logistics, and GDPR. But as of June 28, 2025, another critical factor comes into play—the European Accessibility Act (EAA). On the surface, it may sound like another regulatory box to tick. In reality, it’s a gatekeeper to market entry, a cost factor in expansion planning, and a strategic lever for brand trust and competitive advantage.

If you’re an American company preparing to sell digital or physical products in Europe, accessibility is no longer optional—it’s an integral part of how you’ll be received, regulated, and marketed.

What Is the European Accessibility Act (EAA)?

The EAA (Directive (EU) 2019/882) harmonizes accessibility rules across all EU member states. Historically, each country had its own laws. Now, there’s one unified framework.

The scope is broad. If your brand offers any of the following, the EAA applies:

• Websites and mobile apps
• E-commerce platforms and streaming services
• Banking, payment terminals, and ATMs
• E-books, e-readers, and smart devices
• Public transport ticketing and information systems
• Smartphones, computers, and related hardware

Failing to comply doesn’t just mean fines—it can block your products from entering the EU market entirely. That’s a strategic risk many US companies underestimate.

Why Accessibility Should Matter to US Brands

Compliance Is Market Access, Not Just Risk Management

If your service or product isn’t accessible, you may simply not be allowed to sell it in Europe. Compliance ensures entry. Non-compliance means barriers before you even launch.

Costs: Retrofit vs. Build Right

Adding accessibility later—retrofit audits, redesigns, re-engineering—costs far more than building with accessibility in mind from the start. Smart US companies are budgeting accessibility into their expansion CAPEX and OPEX as part of localization.

Competitive Positioning

European consumers are used to stronger protections. By embracing accessibility, US brands can position themselves as inclusive innovators, gaining trust faster than local competitors. Accessibility isn’t just compliance—it’s a marketing story.

Employer Branding & Talent

Europe is talent-competitive. Being visibly inclusive helps your employer brand and signals alignment with EU values—an edge when building local teams.

Part of a Bigger Puzzle

The EAA doesn’t stand alone. It sits alongside GDPR (privacy), DSA/DMA (digital services/competition), ESG disclosures, and sustainability directives. US brands must prepare for a compliance ecosystem, not a single law. Accessibility is simply the entry point.

The Marketing Angle: Accessibility as Growth

Digital marketing in Europe isn’t just about reach—it’s about resonance and trust. Accessibility enhances both:

• SEO & Discoverability: Accessible sites rank better, especially as Google factors UX signals like Core Web Vitals.
• User Experience: Features like alt text, keyboard navigation, and clear language reduce bounce rates and abandonment.
• Audience Expansion: Nearly 100M Europeans live with a disability. Add aging populations, and accessibility doubles as customer acquisition.
• Brand Trust: Communicating accessibility in campaigns and CSR messaging shows commitment to European consumer values—protection, inclusion, and fairness.

Accessibility can and should be part of your digital marketing narrative: not “we had to do this,” but “we lead with this.”

Where to Begin

• Audit First: Run a WCAG 2.1 AA compliance audit of your website, apps, and key customer touchpoints.
• Prioritize Fixes: Distinguish between critical barriers, recommended improvements, and nice-to-haves.
• Integrate with Localization: Align accessibility fixes with translations, UX writing, and European customer journeys.
• Market the Effort: Build campaigns around inclusivity and user-centric design. Show not just compliance, but leadership.
• Plan Cross-Functionally: Legal, product, marketing, HR, and IT all need to be at the table.

Strategic Takeaway

For US companies, Europe is a growth opportunity—but also a regulatory minefield. Accessibility is no longer a secondary “nice to have.” It’s a market access requirement, cost driver, brand trust differentiator, and marketing amplifier.

Ignore it, and you risk being shut out. Embrace it, and you can position your brand as a forward-thinking, inclusive leader in one of the world’s most competitive and profitable markets.

The question isn’t “Do we need to comply with the EAA?” It’s:

How CodeDesign Helps US Companies Succeed in Europe

Expanding into Europe isn’t just about translating your website or running ads in new markets. It’s about navigating a complex mix of compliance, culture, and competition—and turning that into growth.

At CodeDesign, we specialize in helping American brands establish and scale in Europe. Here’s how we guide the journey:

Market Entry Strategy

• Market prioritization: We help you identify which EU countries to enter first based on demand, cost-per-click, competition, and consumer behavior.
• Localization strategy: Beyond translation—local payments, buying behaviors, seasonality, and messaging adapted to European culture.
• Compliance awareness: Integrating regulations like GDPR, DSA, and the European Accessibility Act (EAA) into your digital strategy from day one.

Accessibility & Compliance as Growth Drivers

• Accessibility audits (WCAG/EAA readiness): We identify digital barriers and ensure your website, e-commerce platform, or app is compliant.
• Design for inclusivity: Making accessibility part of your UX and customer journey, not just a legal checkbox.
• Positioning advantage: Helping you turn compliance into a marketing narrative that builds trust and sets you apart from local competitors.

Digital Marketing Execution

• Performance marketing: Google, Meta, LinkedIn, and emerging EU platforms—optimized for local CPCs, regulations, and audience intent.
• SEO for Europe: Technical SEO, content localization, and multilingual keyword strategies to drive sustainable visibility.
• Culturalized creative: Campaigns that resonate with European values—sustainability, inclusivity, consumer protection—while staying true to your brand.

Analytics & Continuous Optimization

• Funnel setup: Full-funnel tracking aligned with your sales cycle and CRM, adapted to European conversion behaviors.
• Cross-market performance insights: Compare ROI across countries to know where to double down and where to adjust.
• Scalable growth: Once you establish a foothold in your initial markets, we help you roll out systematically across Europe.

Reputation & Employer Brand

• Brand trust building: Communicating compliance, accessibility, and responsibility in your messaging—key to winning European customers.
• Talent attraction: Positioning your brand as an inclusive, global-minded employer to help you recruit the right local teams.

Why CodeDesign?

We are a Europe-based digital agency with global reach, fluent in the languages, regulations, and digital ecosystems of the EU. We’ve helped international companies expand successfully by combining:

• Strategic consulting (market selection, compliance integration)

• Performance execution (ads, SEO, creative)

• Long-term growth planning (scaling across Europe, optimizing ROI)

For American companies, we are the bridge into Europe—helping you not only enter the market but thrive in it.

👉 Ready to expand into Europe?
CodeDesign helps you navigate compliance, unlock local markets, and grow with confidence.

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