The legislative amendments required by the EU Accessibility Directive must start being implemented in online stores from 28 June 2025. This also partially applies to car dealerships' online services. The compliance with the law is monitored by the Traficom unit for digital accessibility and supervision.

Understandably, in the context of car dealerships, certain accessibility requirements may seem unusual. Owning and driving a car generally require some level of vision and motor skills. However, the spectrum of accessibility limitations is wide, and limitations related to colour blindness and presbyopia are highly relevant even on car sales websites.

From 28 June 2025, Traficom will independently check the accessibility of online shops and receive consumer complaints. Traficom has the right to request an operator to provide clarification on the compliance with accessibility requirements. It can order the operator to rectify deficiencies within a set timeframe, place the service under supervision, and, as a last resort, impose a conditional fine to enforce compliance.

A car website is often an online store!

According to the Digital Services Act, a service where a customer can make distance selling agreements in accordance with consumer protection laws is considered an online store. In the case of car dealerships, this means, for instance, booking a car, ordering online, and making maintenance appointments. It does not matter whether the payment is made online or later in person, or if the final agreements are signed face-to-face.

Accessibility requirements apply only to parts of online stores

In accordance with the guidelines published by Traficom on 31 March 2025, the requirements of the law apply only to the service of online stores. If a website contains other content that does not constitute a service as defined in Chapter 3a of the Digital Services Act, these requirements do not generally apply to other website content. Thus, the accessibility assessment of the site can particularly focus on functionalities equated with online shopping, while other parts of the site receive less emphasis.

Accessibility assessment and accessibility statement

The first step in meeting the requirements is an evaluation of the online store's accessibility. A service must also include an accessibility statement based on this evaluation. Furthermore, users must have the opportunity to provide feedback on accessibility, and responses to feedback should be given within 14 days. A contact method such as an email address or a simple form can serve as a feedback channel.

Mere evaluation and statements are not sufficient, as identified errors should, of course, be corrected. However, an up-to-date accessibility statement is a good first step that demonstrates to users and authorities that the need for improvement is recognised.

Reporting obligation

In its newsletter published on 11 June 2025, Traficom also provided new instructions on reporting deficiencies in online services.

If a product or service does not meet accessibility requirements, the operator must notify Traficom of the deficiencies and corrective measures. The notification can be made at:
www.saavutettavuusvaatimukset.fi/fi/digipalvelulain-vaatimukset/ilmoitusvelvollisuus-puutteista-ja-poikkeamisperusteista

In practice, this means sending an accessibility statement to Traficom through the accompanying form. It is still unclear what Traficom will do with these reports.

Do you need help?

If you are unsure about the legality of your online service, feel free to get in touch!