EU Packaging Regulation (PPWR): What Should Businesses Do?
The European Union’s Packaging and Packaging Waste Regulation (EU) 2025/40 — PPWR — was adopted in 2025 and became applicable in all EU Member States on 12 August 2026. The Regulation covers packaging and its entire life cycle, including design, labelling, recycling, reuse and Extended Producer Responsibility (EPR).
Who does it apply to? If a brand, e-commerce business, importer or other economic operator places packaged products on the EU market, it will need to take the PPWR requirements into account. Key obligations include registration, reporting packaging data, paying EPR fees and maintaining documentation demonstrating compliance.
Registration and reporting. Businesses must determine in which countries they have producer responsibility obligations, register in the relevant registers and, where necessary, appoint an authorised representative. They must also collect information on packaging materials, weight and other characteristics, and pay the applicable EPR fees.
Packaging recyclability and composition. The PPWR gradually introduces stricter requirements regarding the recyclability of packaging, the recycled content in plastic packaging and restrictions on certain substances. Companies should therefore already review their packaging design and obtain accurate information from suppliers regarding the composition of packaging materials.
Reducing excessive packaging. The Regulation aims to reduce the volume and weight of packaging. From 2030, certain packaging designs that create unnecessary empty space, including false bottoms and double walls, will be restricted. This is particularly relevant for e-commerce, where products are often shipped in packaging that is larger than necessary.
Labelling and consumer information. The PPWR предусматривает the introduction of harmonised labelling related to packaging and waste sorting. The relevant requirements will enter into force gradually, including the use of certain harmonised labels from August 2028.
Reuse and new restrictions. The Regulation increases the role of reusable packaging, particularly in transport and logistics processes. At the same time, from 2030, certain single-use plastic packaging formats will be restricted or prohibited. Some specific requirements will depend on additional implementing or delegated acts.
What should companies do now? As a first step, companies should create an inventory of the packaging used for all SKUs and determine the weight and composition of each material. They should then establish a centralised data management system, prepare compliance documentation, register in the markets where obligations arise and conclude agreements with the relevant EPR organisations.
The PPWR requirements are quite complex, so when determining the obligations applicable to a specific business, it is important to take into account the rules of the relevant country and official guidance and interpretations.
