As of June 28, 2025, the European Accessibility Act (EAA) – known in Sweden as Tillgänglighetsdirektivet – enters into force across the EU. This regulation introduces mandatory accessibility requirements for a wide range of digital products and services, including many common use cases in e-commerce and digital marketing. This article gives you an overview of what the directive means, how it may affect you as Voyado customer, and how we're here to support you in meeting the new requirements.
What is the Accessibility Act?
The European Accessibility Act is an EU-wide directive aimed at ensuring that digital products and services are accessible to people with disabilities — for example, through keyboard navigation, screen readers, color contrast, and other inclusive design features. For marketing automation and customer communication, this may involve:
- Accessibility of emails and landing pages
- Usability of forms and subscription flows
- Support for assistive technologies (e.g., screen readers)
- Clear structure and contrast in templates and layouts
Who must comply?
The directive applies to businesses offering digital services to EU consumers, including:
- E-commerce platforms
- Online customer communication tools
- Self-service portals
- Mobile applications
You must comply if:
- You offer your services to the general public
- Your organization is not a microenterprise (i.e., has >10 employees and/or >€2M turnover)
- You introduce new digital services or significantly update existing ones after June 28, 2025
Note
According to guidance from PTS (the Swedish Post and Telecom Authority), only the parts of a website that are directly related to the e-commerce service itself are subject to the accessibility requirements under the Accessibility Act (Lagen om vissa produkters och tjänsters tillgänglighet). This means that general content, marketing pages, or brand-level material may fall outside the scope — while core e-commerce functions like product pages, shopping carts, checkout flows, and order confirmations must comply.
PTS states that only those parts of a website that belong to the e-commerce service are covered by the accessibility requirements. This interpretation is based on the fact that it is only those services specifically listed in the law that are subject to the accessibility rules. As a result, your focus should be on making sure the actual customer journey from browsing to purchase is accessible. For Voyado Engage specifically, this means that order confirmations are included, but not marketing materials such as “abandoned cart”. You can read more about this (in Swedish) here
What are the timelines?
| Date | Requirement |
| Until June 27, 2025 | Existing services not required to comply |
| From June 28, 2025 | New services and significant updates must comply |
| Ongoing | National authorities will begin supervision and enforcement |
So if you're launching new services and significant updates after June 28, you need to ensure accessibility is considered from the start.
What happens if you don’t comply?
National authorities (in Sweden: DIGG) will oversee compliance and may issue:
- Enforcement notices
- Fines or sanctions
- Legal complaints from users
- Beyond legal risk, lack of accessibility can damage customer trust, exclude important audiences, and affect your brand perception.
Are there exceptions?
Yes. The directive does not apply to:
- Microenterprises (fewer than 10 employees and <€2M turnover)
- Services launched before June 28, 2025, unless significantly changed
- Internal systems not made available to the public
How Voyado supports you
At Voyado, we are committed to helping our customers meet the accessibility requirements. Our platform is developed with best practices in mind, and we are continuously improving our templates, components, and editing tools to help you create accessible content.
To further help you create accessible content for your customers and contacts, we have assembled an article with Accessibility best practices.
We also provide:
- Ongoing updates to our email editor to support compliance
- Guidance during onboarding and template creation
Need help?
If you have questions about how to meet the accessibility requirements using Voyado, or if you want help auditing your content or templates, reach out to your Account Manager or our support team. We're happy to help!
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