The European Commission has introduced a new regulatory framework to transform the packaging industry within the EU. The Packaging and Packaging Waste Regulation (PPWR), which came into effect on February 11, 2025, establishes ambitious measures to tackle excessive packaging, promote circular economy principles, and improve sustainability in the packaging sector. This regulation represents a major shift for manufacturers, importers, and distributors, imposing strict requirements on packaging recyclability, minimization, and reuse.
Overview of the New EU Packaging Regulations: Key Changes and Business Impact
The Packaging and Packaging Waste Regulation (PPWR) introduces a comprehensive framework to make packaging more sustainable, recyclable, and resource-efficient across the EU. This regulation is designed to reduce packaging waste, promote recycling, and minimize reliance on virgin raw materials, fostering a circular economy.
By establishing a single market for recyclable, secondary, and reusable materials, the PPWR encourages innovation and creates new business opportunities in the sustainability and recycling sectors. Companies involved in packaging production, distribution, and waste management will need to adapt their strategies to comply with these new requirements, ensuring a greener and more efficient packaging industry.
Key benefits of the new packaging regulations:
- Reduce packaging waste by minimizing unnecessary packaging materials.
- Ensure all packaging is recyclable and designed for high-quality material recycling.
- Increase the use of recycled materials, especially in plastic packaging, to limit dependency on virgin raw materials.
- Promote reusable packaging solutions across various industries.
- Enhance consumer information through clear and harmonized labeling for easier waste sorting.
Key Requirements Under the New Regulation
The PPWR introduces several mandatory changes to the way packaging is designed, used, and recycled across the EU. Below are the most critical aspects of the regulation:
1. Minimization of Substances of Concern
To protect human health and the environment, the regulation restricts the use of hazardous substances in packaging. By August 12, 2026, food-contact packaging containing per- and polyfluorinated alkyl substances (PFAS) beyond specified limits will be banned.
2. Mandatory Recyclability
All packaging must be recyclable. The recyclability criteria include the ability to collect, sort, and process packaging materials at scale without contaminating other waste streams. By January 1, 2035, packaging must be designed to facilitate the recovery of high-quality secondary materials.
3. Minimum Recycled Content in Plastic Packaging
To encourage the circular use of plastics, the regulation sets binding targets for minimum recycled content in plastic packaging:
By January 1,2030 or 3 years from the date of entry into force of the implementing act:
- 30% for contact-sensitive PET packaging (excluding single-use beverage bottles)
- 10% for contact-sensitive packaging made from other plastics (excluding single-use beverage bottles)
- 30% for single-use plastic beverage bottles
- 35% for other plastic packaging
By January 1, 2040, these percentages will increase to:
- 50% for contact-sensitive packaging made from PET
- 25% for contact-sensitive packaging made from other plastics
- 65% for single-use plastic beverage bottles
- 65% for other plastic packaging
4. Packaging Minimization
By January 1, 2030, companies must ensure that packaging is designed to minimize weight and volume, while still fulfilling its functional requirements. This includes optimizing materials, shape, and size to eliminate excess waste.
5. Reusable Packaging Incentives
For packaging to be classified as reusable, it must be designed for multiple uses without losing its functionality or integrity. This means it should be durable, easy to empty, refill, or reload, ensuring it can be used repeatedly without compromising safety or hygiene standards.
Additionally, once the packaging reaches the end of its lifecycle, it should be fully recyclable, preventing unnecessary waste and contributing to a more sustainable, circular economy. By adopting reusable packaging solutions, businesses can reduce their environmental impact while aligning with the latest EU sustainability regulations.
6. Labelling Requirements
From August 12, 2028, or 24 months from the date of entry into force of the implementing acts, all packaging must carry a harmonized label indicating its material composition. This initiative is designed to help consumers sort packaging waste correctly and make recycling more efficient. Labels must be easily understandable, including for persons with disabilities.
7. Environmental Claims
The regulation tightens control over environmental claims related to packaging. Claims can only be made if they exceed the minimum requirements and must clearly state whether they apply to the entire package or just part of it.
8. Reuse Targets
From January 1, 2030, at least 40% of transport packaging must be reusable within an established reuse system, promoting a transition towards a circular packaging economy.
Obligations for Industry Stakeholders
Under the new rules, different players in the packaging supply chain have specific obligations to ensure compliance:
- Manufacturers must ensure that all packaging placed on the market complies with the latest EU regulations. This involves conducting conformity assessments, maintaining accurate technical documentation, and ensuring that packaging meets the required standards throughout production.
Additionally, manufacturers must provide clear and legible labeling, including essential details such as the type, batch, or serial number, along with their contact information.
In case of non-compliance, manufacturers are required to take immediate corrective actions and notify the relevant market surveillance authorities, ensuring transparency and adherence to regulatory standards. By staying compliant, businesses can avoid penalties and contribute to a more sustainable and efficient packaging industry.
- Producers play a crucial role in reducing environmental impact by designing packaging that is eco-friendly, recyclable, and compliant with EU regulations. They must ensure that all packaging contains the required minimum percentage of recycled content, minimizing reliance on virgin materials.
Where applicable, packaging should also be designed for reuse, allowing it to be repurposed multiple times without compromising functionality, safety, or hygiene standards. By adopting these sustainable practices, producers not only meet regulatory requirements but also contribute to a more circular and environmentally responsible packaging economy.
- Importers are responsible for ensuring that all packaging brought into the EU fully complies with the latest regulations. This means verifying that the necessary conformity assessments have been completed and that the packaging is accompanied by the required technical documentation to demonstrate compliance.
Additionally, importers must ensure that their contact details are clearly displayed on the packaging for transparency and accountability. In case of non-compliance, they are required to cooperate with market surveillance authorities and take the necessary corrective actions to align with regulatory standards. By fulfilling these obligations, importers help maintain a sustainable and legally compliant packaging market within the EU.
- Distributors play a key role in maintaining regulatory compliance within the packaging supply chain. They must ensure that all packaging they supply meets EU regulations, including verifying that it has the required markings, labels, and accompanying documentation.
In cases where non-compliance is detected, distributors are responsible for taking corrective measures and cooperating with market surveillance authorities to resolve any issues.
These responsibilities are essential in ensuring that every party in the packaging supply chain contributes to reducing environmental impact and advancing a circular economy within the EU. By enforcing these standards, distributors help create a more sustainable and transparent packaging industry.
How Businesses Can Prepare for the New Regulation
Companies involved in packaging manufacturing, distribution, and sales should start preparing for these changes now. Here are some key steps to ensure compliance:
- Conduct an audit of your current packaging materials and processes.
- Invest in sustainable packaging alternatives that meet recyclability and recycled content requirements.
- Redesign packaging to minimize material usage and maximize reuse potential.
- Implement clear labeling to facilitate consumer recycling efforts.
- Collaborate with supply chain partners to enhance material recovery and circularity.
Ensuring compliance with new regulations can be complex, but you don’t have to navigate it alone. Our team is here to provide guidance and tailored solutions to help your business adapt effectively. Contact us today to learn how we can support you in making this transition smoothly and efficiently.
Final Thoughts: A Greener Future for Packaging in the EU
The Packaging and Packaging Waste Regulation (PPWR) is a crucial step towards reducing environmental impact and promoting sustainable packaging solutions across the EU. By setting ambitious targets for recyclability, reuse, and recycled content, the regulation not only safeguards the environment but also fosters innovation and economic opportunities in the packaging sector.
As businesses adapt to these new requirements, they will have the chance to lead the transition to a circular economy, strengthening their competitive edge in an increasingly sustainability-focused market.
For a full version of the EU Packaging and Packaging Waste Regulation, visit the official document on EUR-Lex.
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Sources: New rules for more sustainable and competitive packaging economy – European Commission
