The concept of Digital Transformation is characterized by the integration and impact of digital technologies on organizations as well as on societal and individual levels (Vial, 2021). However, while digitalization efforts can be valuable and provide new opportunities and benefits, they can also result in drawbacks related to digital products and services not being accessible to people with various types of disabilities (Jankowska, 2020). Despite the EU's ambitious digital strategy aimed at eliminating virtual borders, enhancing connectivity and accessibility, and ensuring harmonized consumer rights for online content across Europe (European Commission, 2023a), Small and medium-sized enterprises (SMEs) in Sweden encounter significant challenges in practically implementing accessibility measures (European Commission, 2023b). While the digital transition is central to Europe's agenda (European Commission, 2023c) and digital accessibility is receiving growing academic attention (Mack et al., 2021), research is scant on SMEs' challenges in implementing digital accessibility in practice. Thus, this study aims to address this gap by mapping EU digital rights and examine their implementation in Sweden. In particular, the study focuses on EU regulations on digitalization, particularly the European Accessibility Act (Directive 2019/882) and its Swedish counterpart on the Accessibility of Certain Products and Services (Act 2023:254).
To investigate the research problem, a mixed-method design was used, consisting of analyzing and comparing the EU directive with Swedish law and conducting empirical data collection, including a survey and, afterward, semi-structured interviews. The initial survey sent to companies gathered insights from 15 respondents. Five were micro-companies, two were medium-sized, and eight responses came from large companies. The survey included questions regarding the companies' current implementation, navigation, and challenges in following and understanding the upcoming accessibility regulations.
After the initial survey, qualitative semi-structured interviews were conducted with relevant stakeholders, totaling 10 interviews. These interviews included experts in organizations focused on different accessibility issues related to specific disabilities, such as blindness. There were also interviews with accessibility experts in the public and private sectors, including accessibility leads working in the banking and insurance industries. The interviews further explored topics from the survey, such as the implementation, navigation, and challenges of the new accessibility laws, as well as issues related to the accessibility of digital products and services and the challenges users may encounter.
An initial analysis of the survey results highlighted that many of the responding companies feel prepared to follow the new regulations. Furthermore, companies directly affected by the law, such as medium and large-sized businesses, indicated that they have taken steps to integrate consideration of these laws into their day-to-day business operations. None of the responding companies stated that their products and services fully met the requirements of the accessibility regulation, while 33.3% said they largely met the requirements and 20% said they partially did. The remaining respondents said they were either unaware of or unaffected by the accessibility law. However, the self-reported data varied regarding companies' knowledge of the Swedish law and EU directive, ranging from "not at all familiar" to "very familiar". In terms of challenges, the most common difficulties selected by respondents when it came to implementing and complying with the new accessibility law related to cost, understanding the legislation/functional requirements, and a lack of employee knowledge. In terms of offering training in accessibility, most companies answered that they did not do that (73%), and only two of the 15 responding companies had been thinking about or had applied for exceptions to the accessibility regulations, such as due to disproportionate burden.
The interviews revealed that education and training were important aspects for developing accessible products and services. This included both companies needing internal expertise but also education from a user perspective, such as the need to learn how to use assistive technologies. The interviews also highlighted that the larger companies have been integrating accessibility measures into their services for a long time, though the new regulations have prompted more resources into it. A common challenge mentioned by participants was related to limited expertise and difficulties interpreting the law. Experts specializing in different areas of disability also noted that the new regulations can be vague and overlook specific needs, such as those of individuals with combined disabilities like deafblindness. For example, some regulations may address deaf or blind users separately but not those with both impairments. Lastly, universal and user-centered design approaches were emphasized as important to develop accessible digital products and services.
The research findings provide insight into companies' challenges in implementing accessibility into their digital products and services while also highlighting flaws within current accessibility regulations affecting their effectiveness in improving the usability of digital technologies for users with disabilities. As such, this research provides important considerations for future policies that aim to improve digitalization rights.