Digital accessibility is not just about contrast and font magnification – we are discovering what being accessible really means 

With the approaching deadline for the implementation of the European Accessibility Act (EAA), the topic of digital accessibility is taking on a new dimension – from recommendations and good practices it is becoming a legal requirement. The act, adopted by the European Union, aims to harmonise accessibility standards for digital products and services across the EU market. From 28 June 2025, in all member states, companies operating in areas such as e-commerce, online banking, electronic communications, transport or digital publishing will be required to ensure that their solutions meet the accessibility requirements set out in the EAA.

In this context, more and more companies should ensure that their website, app or digital product is ‘accessible to all’. The problem is that very often accessibility is perceived superficially – as a few visible additions, such as the ability to change contrast, font size or turn off animation. This kind of simplistic approach is due, among other things, to the experience of users with public administration services, which for years have used precisely such solutions as the main (and often only) manifestation of accessibility.

Meanwhile, true accessibility goes much deeper than this – it includes the structure of the code, keyboard operation, support for assistive technologies, the logical sequence of content or appropriate error messages. It is these elements that determine whether a person with a disability will actually be able to use a digital product or service.

Why take it seriously?

Poland is home to more than 4 million people with various disabilities. Across Europe, that’s tens of millions of users who face barriers to using digital services every day. Providing them with full access to content and functionality is no longer just a gesture of goodwill – it is a real need and a social responsibility.

What’s more, solutions introduced with accessibility in mind often improve the experience for all users. Intuitive navigation, clear content structure or appropriate contrasts make it easier for everyone to use a site – regardless of age, ability or circumstances. It’s a bit like lowered kerbs – designed with wheelchair users in mind, they also prove helpful to parents with pushchairs, the elderly, cyclists, scooter users and even those pulling a suitcase.

The same is true in the digital world – accessibility supports us in everyday, sometimes completely unexpected situations. When we use the phone in bright sunlight and contrast is crucial. When we have a broken hand and need to operate an app with one hand. Or when we are carrying shopping and need easy voice navigation. Even when watching a subtitled film in the silence of the library, or trying to read announcements in a crowded, noisy train station – we benefit from accessibility solutions, even if we don’t realise it.

Importantly, accessibility also translates into better positioning in Google. Pages with a clear structure, appropriate headings, image descriptions and correct HTML code are better understood by search engine algorithms, which can result in a higher position in search results.

Finally – from June 2025, accessibility will become a legal obligation for many companies. Failure to comply may result not only in a negative perception from customers, but also in financial penalties or even a ban on digital services.

Accessibility – how most businesses perceive it

For many principals and managers, ‘site accessibility’ means:

• An accessibility icon – a button with a cogwheel or person in a wheelchair that opens a menu to change contrast or enlarge text.
• High colour contrast – white letters on a dark background or vice versa.
• Alternative image descriptions (alt text) – short image descriptions that describe what the image/photo represents.
• Option to change font size – because ‘visually impaired people need it’.
• Accessibility plug-ins (overlay tools) – third-party tools that ‘automatically’ improve accessibility.

Photo 1: Almost 70% consider accessibility plug-ins to be ineffective according to a survey by WEBAIM

This perception of accessibility is unfortunately a Band-Aid on an open fracture. There is an emerging awareness that somehow accessibility has to be provided, but this is a small step towards it. It is far too little for people with disabilities to be able to use the site. Overlay solutions, i.e. plug-ins of all kinds, very often even make it difficult or impossible to navigate the site.

Reality: what accessibility really is

True accessibility is much more than the visual design of a website and the possibilities to modify it (e.g. by changing the contrast). It is the way the site works for people using assistive technologies and adaptive techniques. It should be designed and coded so that people with different limitations (visual, auditory, motor, cognitive) can use it on an equal basis.

Photo 2: The so-called ‘skip link’, which allows people using a keyboard and/or screen reader to skip navigation.

Examples of the actual use of accessibility:

• Keyboard operation
  People with limited mobility often use only a keyboard. The website should allow them to move freely around all elements – forms, buttons, menus – without using a mouse.
• Compatibility with screen readers
  Blind or visually impaired people use screen readers that “read” the content of the website. For this to work properly, you need, among other things:

1. Correct HTML tags ( <header>, <main>, <button>, etc.)
2. Header structure (<h1>, <h2>, etc.)
3. Button and text field labels and descriptions
4. Proper content order (DOM)
5. Accessible names (each interactive element should have a name that the reader can read – e.g. “Add to cart” instead of “click here”)

Photo 3: Adding information for screen readers that supplements the purpose of the “read more” buttons using the aria-label “Read more about usability analysis”

• Clear structure and markings – visually and not only
  At first glance, a page may look good, but if the code is chaotic, screen readers will not be able to convey the meaning of this content to the user.
• Clear messages and forms
  Errors in forms must be marked not only with color, but also with words – so that everyone can understand what needs to be corrected. The screen reader should inform that something went wrong.
• Avoiding unnecessary effects
  Overly dynamic animations or flashing elements can cause discomfort or even epileptic seizures. A good standard is to respect the user’s system settings – e.g. “limited motion preferences”.
• RWD
  The project should work on different devices to adapt to as many users as possible

In short, digital accessibility should be compliant with the international standard WCAG 2.1 at level AA, which includes as many as 47 success criteria. This means that in order for a website, application or digital service to meet these requirements, many aspects must be taken care of, such as code structure, navigation, contrast, alternative texts or interactivity. Compliance with these standards requires advanced analysis and implementation of many elements, which is necessary to ensure full accessibility for people with various limitations.

Visible Accessibility vs. Actual Usability

What some companies consider accessibility is only a small part of real accessibility. Even the requirements that are often mentioned have much more to consider than just having them. Take alternative texts, for example.: Their presence is just the beginning. It is important that they are substantive, written in plain language, and refer to images that are relevant to the content, not decorative elements or backgrounds.

Below is a table with examples of aspects that companies usually know and discuss, but this knowledge is not enough to fully meet the real needs of people with disabilities.

Quote from a webinar on digital accessibility

Summary

Accessibility is not an “overlay” or decorative addition. It is the conscious design and implementation of content and interfaces so that everyone can use them – regardless of their limitations. Unfortunately, many people perceive it through the prism of visible elements such as contrast or alternative texts, but true accessibility is much more. It is ensuring that people with various limitations, using assistive technologies, can fully use digital services. Only a comprehensive approach, including the appropriate code structure, keyboard navigation or compatibility with screen readers, ensures real accessibility. On the other hand, superficial solutions may give the impression that the site is accessible, but in reality it is not.

Digital accessibility is not only a matter of aesthetics or a few easy fixes, but above all an ethical obligation that allows all users, regardless of their limitations, to use services on equal terms. From June 2025, in accordance with the new regulations, it will no longer be just (or rather as much as) good practice, but will also become a new legal and business standard. Compliance with these requirements not only improves user experience, but also affects the company’s reputation and avoids potential penalties. Therefore, it is worth treating accessibility as an integral part of social and business responsibility.