As of the 28th of June 2025, the European Accessibility Act (EAA) is in force across the EU. The legislation aims to improve the functioning of the internal market by establishing common accessibility requirements for certain products and services.

What is the European Accessibility Act?

The EAA establishes accessibility requirements for a range of products and services, including payment terminals and certain self-service terminals such as ticketing, check-in and information kiosks. The objective is to ensure these technologies are accessible to people with varying physical, sensory and cognitive abilities, as outlined in Article 2 (scope).

The legislation also recognises that demand for accessible products and services is growing and that improved accessibility supports a more inclusive society while enabling greater independence for people with disabilities. As noted in Recital 2, accessibility is becoming both a social responsibility and a commercial opportunity.

While the EAA creates opportunities to reach a broader customer base, implementing its requirements can be challenging in practice. Retailers must consider not only software accessibility but also the physical accessibility of self-service technology. A kiosk or self-checkout that functions perfectly may still present barriers if controls are positioned out of reach, require excessive force to operate, or rely solely on visual instructions. Addressing these requirements often involves reviewing store layouts, hardware choices, installation methods and user interface design. These considerations are reflected in the functional performance criteria defined within Annex I, Section VII(g) and VII(h) of the EAA, which address users with limited manipulation, strength and reach.

How the European Accessibility Act (EAA) Impacts Retailers

Article 2 specifically includes payment terminals and certain self-service terminals within the scope of the legislation, making accessibility a key consideration when deploying customer-facing technology.

This includes:

• Self-checkouts and payment terminals
• Ticketing and check-in kiosks
• Interactive self-service information terminals

As a result, retailers need to take a closer look at how customers interact with in-store technology. Factors such as screen positioning, tactile feedback, visibility, reach ranges and operability can have a significant impact on how easy and intuitive these touchpoints are for everyone to use. When accessibility is overlooked, it can create friction for users and negatively affect perceptions of both the retailer and its brand. See our Workplace Ergonomic white papers.

Accessibility should be viewed as more than a legal obligation. One of the primary objectives of the EAA, explained in Recital 1, is to remove barriers created by differing national accessibility requirements and improve the availability of accessible products and services across the EU. This creates an opportunity for businesses to deliver more consistent customer experiences while supporting a wider range of users.

By proactively addressing accessibility requirements, organisations can:

• Serve a wider range of customers, including people with disabilities and an ageing population
• Improve usability and convenience for all users
• Strengthen brand reputation and customer loyalty
• Support ESG and sustainability objectives
• Future-proof self-service investments against evolving accessibility expectations

Accessibility is also an ongoing journey rather than a one-time project. As technology, customer expectations and accessibility standards evolve, retailers should regularly review how effectively their customer touchpoints support the needs of all users.

Our Role: Supporting Accessibility by Design

At Ergonomic Solutions, we design all relevant standard products in accordance with the requirements and guidelines of EN 301 549, the recognised European standard for accessibility.

For kiosk and self-service solutions, we adopt a compliance-first approach, ensuring accessibility requirements are considered from the outset of the design process. Accessibility is not treated as an afterthought, but as a core consideration throughout the development of the solution.

As part of our design process, we conduct an EAA technical assessment to evaluate compliance. The assessment is documented within a technical file, which is shared with the customer to support clarification, alignment and documentation of compliance-related decisions.

By combining ergonomic expertise with a structured accessibility assessment process, we help our partners develop self-service solutions that support accessibility requirements while delivering inclusive and intuitive user experiences.

Building Inclusive Retail Experiences

The EAA introduces a new level of complexity for retailers, but it also presents an opportunity to create more inclusive and effective customer experiences. The legislation was introduced to improve the functioning of the EU internal market by reducing barriers caused by differing accessibility requirements between Member States, as outlined in Article 1 (Subject Matter) and Recital 1 of the EAA.

With the right approach, accessibility can become a driver of innovation rather than simply a compliance requirement. At Ergonomic Solutions, we combine expertise in ergonomic design with an understanding of accessibility standards to help retailers make informed decisions and build self-service environments that work for everyone. By considering accessibility from the outset, retailers can create better experiences for all customers while positioning themselves for long-term success in an increasingly inclusive marketplace.