What happens when you postpone digital accessibility, and why your organisation needs to act now under the Dutch digital accessibility law for businesses

It Started With a Booking Error

Floor was enjoying a rare, quiet morning. The coffee was still hot, daycare drop-off went smoothly, and her calendar showed just one meeting before noon. So, she did what any overworked marketing manager at a fast-growing company might do: look for a holiday.

Destination: Lisbon. She opened her laptop, typed holiday deals Portugal into Google, and clicked the top result: HorizonGo, a popular Dutch travel platform her colleagues were raving about. She wanted to surprise her sister Lieke with a weekend getaway.

Floor is partially blind and uses a screen reader. She tried to navigate HorizonGo’s website, but it was completely unusable for people with visual impairment. The dropdown menus weren’t read aloud. Images had no descriptions. The payment form? Impossible to complete independently. Even on her phone, it didn’t work.

Frustrated, Floor gave up. But Lieke didn’t.

The next day, Lieke filed an official complaint. And less than a month later, HorizonGo, once a shining example of Dutch traveltech, found itself in the middle of legal proceedings for violating the European Accessibility Act in the Netherlands.

The Consequences of Doing Nothing

By then, the European Accessibility Act (EAA) had already been in full force. Since 28 June 2025, Dutch authorities have had the power to formally hold organisations accountable for not making their products and services accessible

For B2C companies that offer digital products or services to consumers, from travel platforms to banks to online shops, compliance with the digital accessibility law for businesses is now legally required.

HorizonGo was aware of the law. It had even been mentioned once in a board meeting. But between growth targets, marketing campaigns, and investor updates, accessibility kept slipping off the priority list — until it was too late.

The Price of Passivity: What Went Wrong?

1. They Underestimated the Legal Risk

If HorizonGo had conducted an accessibility audit in the Netherlands early on, they likely could have avoided these risks. The European Accessibility Act in the Netherlands is more than a directive, it’s law. And the penalties are concrete. What organisations risk:

· Fines of up to €103,000 per violation

· Orders to remove non-accessible products or services from the market

· Claims or lawsuits from consumers or advocacy groups

This is no longer a hypothetical risk. The EAA is now actively enforced in the Netherlands.

2. They Damaged Their Reputation

After Lieke posted about her experience, Floor’s story spread rapidly on LinkedIn. An accessibility consultant reshared it. Journalists picked it up. Within days, HorizonGo was publicly known as a prime example of digital exclusion. And the damage didn’t stop at social media:

· An affiliate partner terminated their contract due to ESG concerns

· Other partners demanded proof of compliance with the WCAG guidelines (Web Content Accessibility Guidelines)

· Customer trust dropped visibly in reviews and ratings

3. They Suffered Operational Damage

A new trip planning platform from HorizonGo, ready for launch, was abruptly shelved. The underlying infrastructure didn’t meet accessibility standards.

They also lost out on a government tender for tourism initiatives. Why? They couldn’t provide a valid accessibility statement or demonstrate conformance with WCAG requirements.

4. They Missed Out on SEO and AI Visibility

What many companies don’t realise is that accessibility and SEO go hand in hand: an accessible website doesn’t just perform better for users, it ranks better too.

By ignoring the WCAG guidelines, such as semantic HTML, alternative text, and keyboard navigation, HorizonGo didn’t just lose users. They also missed valuable traffic from Google, voice assistants, and AI-powered search interfaces.

What They Could Have Gained

If HorizonGo had invested in accessibility sooner, they could have:

· Avoided legal trouble and unexpected costs

· Benefited from the advantages of digital accessibility for businesses in the Netherlands, including higher conversions and a broader customer base

· Positioned themselves as an inclusive brand focused on inclusive UX and growth through accessibility

· Generated more organic traffic via search engines

· Qualified for both public and private tenders

Accessibility is not just risk management, it’s a strategic advantage and an investment in future-proof digital services.

What Your Organisation Should Do (Now That the Deadline Has Passed)

This is no longer about preparation. The European Accessibility Act is in effect, and enforcement has started. The first steps your organisation should take:

1. Conduct an accessibility audit

2. Train your teams in WCAG, including design, content, and the use of an AI translator to make web content accessible and multilingual

3. Ensure your website translations and content localisation meet accessibility standards (such as alt text, heading structure, and readability)

4. Use AI technology wisely to translate existing content and keep it accessible

5. Publish a clear accessibility statement

6. Ask your vendors for proof of compliance

7. Work with experts, because compliance is only the beginning

Final Thought

Does your organisation offer digital products or services to consumers in the Netherlands? Then you fall under the European Accessibility Act.

Doing nothing means: fines, reputational damage, and missed opportunities.

Acting now means: a more inclusive brand, better performance, and a step toward future-proof digital services, where no one is left out.

So… are you the next HorizonGo?

Or will you take a different path?