Accessibility

 

Digital Accessibility for the Bearraybon Brand: Why It Matters and How to Achieve It

Digital accessibility refers to making online content, applications, and services easily accessible to everyone, especially individuals with disabilities. This includes ensuring that websites, mobile apps, and other digital platforms are usable by people with disabilities. Web accessibility is not only important for individuals with disabilities but also for the elderly and those with temporary impairments. It is estimated that approximately 15% of the global population lives with some form of disability. These individuals represent a significant audience in terms of inclusion and fairness in the digital world.

1. Legal Requirements: The European Accessibility Act (EAA)

For Bearraybon, which operates in Italy, an EU member state, Directive (EU) 2019/882, known as the European Accessibility Act, holds significant importance. This directive came into effect on June 28, 2025.

    • Purpose: The Act aims to eliminate barriers caused by differing regulations across member states, enabling greater availability of accessible products and services at various price points for elderly and disabled individuals. It also aims to reduce barriers to access in transportation, education, and the labor market.

    • Scope: The regulation covers a wide range of products and services, including smartphones and computers, banking services, audiovisual media, and passenger transport services. E-commerce platforms also fall within the scope of this law and are required to be accessible to individuals with disabilities.

    • Requirements: Under the Act, products must be designed for use by people with disabilities. Services must clearly provide accessibility information, and websites and mobile apps must be accessible.

    • Standard: While the EAA does not specify exact technical standards, it refers to EN 301 549, which aligns with WCAG 2.1 Level AA.

    • Non-compliance Consequences: Failure to comply may result in legal action, including fines or removal of non-compliant products and services from the EU market.

A similar trend exists in Turkey. Presidential Circular No. 2025/10, published in the Official Gazette (No. 32933) on June 21, 2025, mandates that electronic commerce service providers must make their websites and mobile apps compliant with the Accessibility Control Checklist – Level A and the Web Content Accessibility Guidelines within two years.

2. Accessibility Standards: Web Content Accessibility Guidelines (WCAG)

WCAG is an internationally recognized set of standards developed by the World Wide Web Consortium (W3C) to make web content accessible to all users, including those with disabilities. WCAG 2.0, released in December 2008, laid the foundation, with WCAG 2.1 (June 2018) and WCAG 2.2 (October 2023) adding new success criteria to address evolving accessibility needs.

    • POUR Principles: WCAG is structured around four key principles:

      • Perceivable: Content must be perceivable through different sensory channels (e.g., alternative text for images, sufficient contrast ratios).

      • Operable: Users must be able to navigate and interact with the site (e.g., keyboard shortcuts, consistent page layout).

      • Understandable: Content must be clear and user guidance should be provided (e.g., clear error messages, extendable timeouts).

      • Robust: Content must be compatible with various technologies and devices (e.g., standard HTML/CSS/JavaScript, compatibility with assistive technologies and browsers).

    • Versions and Levels: WCAG 2.0 Level AA is generally accepted as the minimum standard for accessibility and is widely adopted in EU legal frameworks. While Level AAA offers the highest accessibility, it is not always practical in all contexts.

3. Benefits of E-Commerce Accessibility

Accessible e-commerce platforms offer several advantages for brands like Bearraybon:

    • Broader Reach: Accessible e-commerce benefits not only people with disabilities but also older adults, non-native language speakers, individuals with temporary impairments (e.g., broken arm), and users in challenging environments with distractions or limited input devices.

    • Legal Compliance and Reputation: Complying with legal requirements reduces the risk of lawsuits and fines. It also enhances brand reputation by demonstrating a commitment to inclusivity and equality. Publishing an accessibility statement is a proactive way to communicate this commitment. Lack of such a statement could lead to a reputation of being non-inclusive or discriminatory.

    • Customer Trust: When people with disabilities know they can seamlessly access the information, products, or services on a website, they feel seen and respected—leading to increased customer loyalty and trust.