The Barrierefreiheitsstärkungsgesetz (BFSG) was passed in Germany to improve access to products and services for people with disabilities. It implements the EU directive on accessibility requirements for products and services (European Accessibility Act - EAA) and aims to promote an inclusive society. The following article provides a detailed insight into the law, when it comes into force, who it applies to and what exemptions exist. It also explains how the law relates to so-called "plain language".
Legal source: https://www.bmas.de/DE/Service/Gesetze-und-Gesetzesvorhaben/barrierefreiheitsstaerkungsgesetz.html
1 When does the Accessibility Strengthening Act come into force?
The Accessibility Reinforcement Act comes into force on June 28, 2025. It therefore gives companies and organizations several years to make the necessary adjustments and make their products and services accessible. This transition period is intended to ensure that all stakeholders have enough time to make the necessary technical and structural changes.
2 To whom does the Accessibility Reinforcement Act apply?
The BFSG is aimed at all companies and organizations that offer products and services intended for public consumption in the European Union. Companies operating in the following sectors are particularly affected:
- Electronic communication: This includes mobile phone providers, Internet service providers and all companies that provide communication services.
- Banks and financial service providers: Companies that offer financial products such as bank accounts, loans or insurance.
- E-commerce and online shopping: All platforms and companies that offer goods and services online.
- Transportation companies: Local and long-distance public transportation companies, including airlines, bus and rail companies.
- Electronic reading devices: providers of e-readers that are used to access books and other media.
The focus here is on companies whose products and services potentially reach a large number of people. The aim is to ensure that people with disabilities have the same opportunities to use these products and services as people without disabilities.
3. do all companies have to implement the Accessibility Reinforcement Act?
The BFSG stipulates a general obligation to provide accessibility, but there are exceptions for certain companies. This applies in particular to
- Small and medium-sized enterprises (SMEs): Certain exemptions apply to smaller companies with fewer than 50 employees and an annual turnover of less than 10 million euros. They do not have to implement the full accessibility requirements, but can make their contribution through voluntary measures.
- Disproportionate effort: If the implementation of accessibility requirements would mean a disproportionate financial or personnel effort for a company or organization, an exception can be granted. In such cases, however, it must be demonstrated that all possible steps have been taken to ensure accessibility.
Despite these exceptions, companies are expected to offer alternative solutions or support mechanisms to enable people with disabilities to access their products and services as equally as possible.
4 What does the Accessibility Reinforcement Act have to do with plain language?
A central requirement of the BFSG is barrier-free communication, which should ensure that all people can understand information equally. This is where "plain language" comes into play. "Plain language" is a form of expression that is easy to understand and helps people with cognitive impairments or limited language skills in particular to better grasp information.
Some of the requirements set by the BFSG in the area of accessible communication include:
- Clear and understandable languageInformation must be presented in such a way that it can be understood by a broad target group. This includes the use of "plain language" to make complicated issues easier to understand.
- Accessible websites: Companies must ensure that their websites and digital offerings are accessible. This also includes ensuring that text content is available in an easily understandable form.
- Visual and auditory accessibility: Information should not only be accessible in text form, but also visually (e.g. through images or videos) and audibly (e.g. through audio books or audio aids).
"Plain language" therefore promotes the participation of people who have difficulty understanding complicated or technical texts. This includes not only people with disabilities, but also people with limited language skills or learning difficulties.
In this context, please also read: Fleschindex
5 Why is the Accessibility Improvement Act important?
The BFSG is a significant step towards a more inclusive society. It ensures that people with disabilities and other disadvantaged groups are no longer excluded from everyday products and services. Accessibility is not a luxury, but a fundamental right. The introduction of the BFSG ensures that this right is respected and gives companies and organizations clear guidelines on how they can achieve this goal.
6. the marketing aspect when the Accessibility Strengthening Act is implemented
The implementation of the Accessibility Improvement Act (BFSG) can have a positive marketing effect for companies. Here are some ways in which compliance with accessibility requirements can be used for marketing purposes:
1. expansion of the target group
Creating accessible products and services expands the potential customer base, as people with disabilities - a significant and often neglected target group - are better reached. Around 7.8 million people with disabilities live in Germany (as of 2020), and there are over one billion people worldwide. Companies that offer accessible solutions have the opportunity to address this large target group and thus increase their market share.
2. increase in customer satisfaction
Accessibility not only means benefits for people with disabilities, but also improves the customer experience for everyone. For example, older people or people with temporary disabilities also benefit from clear communication and simple, accessible services. Companies that pay attention to accessibility can thus increase the overall satisfaction of their customers and build stronger customer loyalty.
3. positive corporate reputation
Accessibility is increasingly perceived as a social responsibility and ethical action. Companies that proactively focus on accessibility can position themselves as socially responsible players. This leads to a positive brand image and can strengthen consumer trust and loyalty. Especially at a time when corporate social responsibility (CSR) and ethical consumer behavior are becoming increasingly important, accessible offerings can be an essential part of brand strategy.
4. differentiation from the competition
As not all companies have to fully implement the requirements of the BFSG or may be reluctant to integrate accessibility into their offerings, companies that do so can set themselves apart from the competition. Accessibility can become a unique selling point (USP) that appeals to customers who value inclusion and accessibility. This can be a particular advantage when competing with large companies or international providers.
5. improved online visibility
Accessible websites and digital offerings are not only more accessible for people with disabilities, but also for search engines. Many of the measures implemented as part of accessibility, such as the use of alternative text for images, clear structuring and simple navigation, are also beneficial in terms of search engine optimization (SEO). This means that accessible websites often rank better on Google and other search engines, which can increase their visibility on the internet.
6. compliance with legal requirements as a competitive advantage
From June 2025, compliance with the BFSG will be mandatory for many companies. Companies that start early with implementation and proactively integrate the requirements will have a competitive advantage. Not only can they meet the legal requirements in good time, they can also act as pioneers in terms of accessibility. This signals to customers that the company is innovative and future-oriented.
7. influence on employer branding
Accessibility is also important for the company's employees. An inclusive corporate culture that pays attention to accessibility is attractive for qualified employees with disabilities and for people who want to work in a socially responsible company. This can strengthen employer branding and help to attract and retain talented professionals.
Conclusion
The Accessibility Reinforcement Act comes into force in June 2025 and affects numerous companies in various sectors. While small and medium-sized enterprises are partially exempt, they still have the opportunity to take voluntary accessibility measures. A central aspect of the law is the promotion of barrier-free communication, in which "plain language" plays an important role. This ensures that all people, regardless of their abilities or language skills, have access to information and services.
The implementation of the Accessibility Reinforcement Act offers companies numerous opportunities for positive marketing effects. In addition to meeting the legal requirements, they can expand their target group, increase customer satisfaction, stand out from the competition and improve their online visibility. Promoting accessibility can also send a strong signal of social responsibility, which has a long-term positive impact on the company's image.