Their aim is to ensure equal access to digital products and services for people with disabilities—including websites, mobile apps, banking services, e-books, and e-commerce platforms.

For businesses, this means all digital offerings must be made accessible to everyone, regardless of their physical or cognitive abilities. That includes key areas like email marketing and online dialogue marketing.

Switzerland, as a non-EU member, is not directly bound by the European Accessibility Act (EAA). However, Swiss companies that offer products and services in the EU must comply with the EAA requirements in order to continue operating in the EU market. Regardless of the legal obligations, it is also advisable for Swiss companies to implement the EU directive.

Who Is Affected?

The BFSG applies to manufacturers, distributors, importers, and service providers of certain products and services. Micro-enterprises (fewer than 10 employees and annual turnover under €2 million) offering services are exempt. However, micro-enterprises that market products are still subject to the law.

Early compliance not only minimizes legal risks but also strengthens market position and promotes inclusion.

Three Core Areas of Accessibility

1. Physical Accessibility 

Many users with visual or motor impairments rely on screen readers or assistive technologies. That means newsletters and forms must be designed to work seamlessly with these tools.

2. Technical Accessibility

Content must function smoothly across different devices and software. A fully accessible web or email version ensures everyone can access it—regardless of the technology they use.

3. Content Accessibility

Clear structure and plain language enhance readability—especially for users with visual or cognitive limitations.

Mandatory Accessibility Criteria for Digital Content

In accordance with the Web Content Accessibility Guidelines (WCAG 2.1 & 2.2), EU Directive 2016/2102, and the German Accessibility Strengthening Act (BFSG), the following requirements apply to newsletters and websites:

Perceivability

• Alt text for images: All images must include descriptive alternative texts (e.g., “Person typing on a laptop”).
• ext instead of image-only content: Key content must not be image-based only.
• Sufficient contrast: At least 4.5:1 for normal text, 3:1 for large text and buttons.
• Text scalability: Content must scale up to 200% without quality loss.
• Subtitles or transcripts: All videos must include subtitles or textual summaries.

Operability

• Keyboard navigation: All interactive elements must be accessible via keyboard.
• Visible focus indicators: Users must see where they are when navigating with the Tab key.
• No automatic timeouts: Forms shouldn’t expire without allowing users to request more time.
• Avoid flashing effects: Content must not flash more than three times per second.

Understandability

• Clear labels on forms: Labels must be visible, not just as placeholder text.
• Descriptive error messages: Users should receive helpful guidance on how to correct mistakes.
• Predictable navigation: Menus and buttons must be placed consistently across pages.
• Language definition: Each page and email must declare the correct language in the HTML.

Robustness

• Screen reader compatibility: Use semantic HTML and ARIA attributes where needed.
• Accessible forms: Include required field indicators, autocomplete, and ARIA labels.
• Accessible CAPTCHAs: Provide alternatives (e.g., audio CAPTCHAs) for visually impaired users.

eyepin Helps You Seize the Opportunity of Digital Accessibility

eyepin supports your business in making your email and digital marketing accessible—from strategy to execution.

Best Practices for Digital Accessibility

Beyond mandatory requirements, these best practices help further improve accessibility:

Structure & Layout

• Clear, consistent heading structure (H1, H2, H3)
• Well-organized paragraphs and generous white space
• Responsive design across screen sizes
• Logical reading order
• Typography & Formatting
• Use sans-serif fonts like Arial or Verdana
• Minimum font size: 14px, line height: 1.5
• Avoid justified text to maintain readability
• Underline and color all links for clarity
• Allow font size adjustment on mobile

Colors & Contrast

• Contrast ratio: 4.5:1 for text, 3:1 for buttons
• Don’t use color as the only way to convey information
• Color-blind-friendly palette with sufficient contrast
• Provide alt text for every image

Clarity & Language

• Use plain language, avoid jargon
• Descriptive document titles
• Explain abbreviations and acronyms (e.g., “WCAG = Web Content Accessibility Guidelines”)
• Short sentences and well-structured paragraphs
• Check readability using tools like the Flesch Index

Images & Multimedia

All images must have meaningful alt text

• Videos need subtitles or transcripts
• Use animations, emojis, and symbols sparingly
• Auto-played media must stop after 5 seconds or be user-controllable

Links & CTA Buttons

• Use clear link text (e.g., “Learn more” instead of “Click here”)
• CTA buttons should be at least 44×44 pixels
• Ensure touch-friendly spacing between clickable elements
• Underline and color all links for discoverability

Technical Implementation

• Use accessible templates and valid HTML
• Only use tables for tabular data, not layout
• Inline CSS for better email client compatibility
• ARIA attributes for improved screen reader support
• Language defined in the HTML tag
• Keyboard-accessible navigation with visible focus
• Accessible CAPTCHA alternatives
• Use tools like WAVE, aXeTools, or Lighthouse for accessibility checks

What Does Accessibility Mean?

A product or service is accessible when everyone can use it, regardless of ability. In digital marketing, that means emails and websites are screen reader-friendly, offer sufficient contrast, and enable intuitive navigation.

Why Accessibility Matters in Email and Digital Marketing

Greater Reach

Roughly 25–27% of the population lives with some form of disability. Accessible communication opens the door to this large audience, significantly expanding your marketing reach.

Higher Conversion Rates

Accessible content is easier for all users to understand and engage with—leading to increased interaction and better conversion performance.

Improved User Experience

Clear layout, easy-to-read text, and intuitive navigation enhance the experience for everyone, not just users with disabilities.

Ready to take the next step?

Let eyepin help you build inclusive, future-proof marketing campaigns.

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