As consumers spend over 2.5 hours per day on social media platforms like TikTok and Instagram, attention has become the most valuable currency in eCommerce. And video is the most effective format to capture that attention. But from June 28, 2025, brands operating in the EU face a new legal requirement: ensuring that this content is accessible to all.
The European Accessibility Act (EAA) is a landmark regulation set to reshape digital experiences across the EU, mandating that video content be accessible to people with visual and hearing impairments.
At StoryStream, we didn’t want this to just be a box-ticking exercise, instead we saw this as an opportunity to unlock more inclusive shopping experiences.
Why it’s Happening and What This Means for Brands
The drive towards accessibility is motivated by the need for equity and inclusivity in the digital realm. With 27% of adults in Europe experiencing some form of disability¹, ensuring equal access to digital content is both a societal necessity and a business imperative. The people with disabilities (PWD) community, with an annual disposable income of $13 trillion, represents a crucial market segment for brands to engage with¹. Moreover, 80% of PWD describe their online experiences as failures, highlighting a critical area for improvement that brands can address¹.
In response to the EAA, which outlines multiple methods to achieve accessibility standards, StoryStream will be implementing the following initiatives from June 28th:
- Captions for all video content
- Video descriptions for users with visual impairments
Non-compliance could mean fines for public sector organisations and reputational risks for consumer brands operating in the EU. But for forward-thinking brands, it’s a chance to lead in accessibility and build inclusive, engaging shopping journeys for everyone. Governments globally are enacting laws like the EAA to promote accessibility, reflecting an increasing consumer expectation for brands to prioritise inclusivity. Meeting these expectations not only avoids legal penalties but also supports brand values of equality and social responsibility. Technological advancements now enable brands to integrate accessibility features more seamlessly, enabling the development of digital experiences that serve all community members effectively.
Proactive Solutions for Seamless Compliance
We’re proud to announce that we’re allowing all video content delivered through StoryStream to be fully EAA compliant by default as of June 28, 2025, with no additional work required from our customers. This coverage includes all brand-owned content. While user-generated content (UGC) may not explicitly be included under the new legislation, StoryStream is extending accessibility features to UGC as well, offering brands a comprehensive solution for all content housed within the platform from June 28th.
🌟 1. Automatic Closed Captions
Every video published through StoryStream will feature automatically generated closed captions, ensuring content is accessible to those with hearing impairments. These captions are fully editable, allowing brands to maintain their voice and ensure perfect accuracy.
🌟 2. Video Descriptions
Our AI technology will automatically generate descriptive text for videos using transcriptions and frame analysis, providing context for viewers with visual impairments. These descriptions will be editable, giving brands control over how their content is presented.
🌟 3. Opt out for non-EU markets
By default, closed captions will be activated for all Experiences published in the EU. Non-EU markets will retain the flexibility to toggle this setting.
Futureproofed Social Shopping
Video commerce is core to how modern consumers browse, discover and buy. From Stories and shoppable video with picture-in-picture, to live video selling and content briefs, StoryStream enables brands to create attention-winning experiences that are as accessible as they are immersive.
This accessibility innovation applies to:
- Brand social and rights-approved UGC
- Content Brief submissions
- Direct Uploads
- Asset Uploads
- Embedded players from YouTube, TikTok, and Facebook
Why This Is Bigger Than Compliance
While regulatory compliance is certainly important, the benefits of accessible content extend far beyond avoiding penalties. Accessible content:
- Reaches a broader audience, including the approximately 15% of the global population living with disabilities
- Improves SEO performance through better indexing of video content
- Enhances user experience for all viewers, including those in sound-sensitive environments
- Demonstrates brand values centered around inclusion and equal access
When shoppers can access and engage with your content, regardless of their needs, you’re improving accessibility, but also amplifying reach, retention and revenue.
Next Steps
This is the future of inclusive eCommerce. And StoryStream customers are already ahead.
With no manual setup and the ability to review, edit, and publish compliant video at scale, you can continue to focus on creating authentic, inspiring, and now universally accessible content that keeps shoppers engaged from discovery to checkout.
💡 If you’re operating in the EU, or targeting socially influenced shoppers who expect brands to do better, StoryStream helps you stay compliant, competitive, and culturally relevant.
References:
- VML, ‘The European Accessibility Act: What it means for your organisation’, 2025. https://image.marketing.vml.com/lib/fe45157175640478751671/m/1/EAA+Guide+2025+VML.pdf?utm_source=VML+sfmc&utm_medium=email&utm_campaign=EAA+Guide+2025&utm_term=ES+Digital+Transformation+Report+Button&utm_id=186988&sfmc_id=78580329
