PPWR Guide: How to Prepare for the New EU Packaging Regulation

Contents:

• What is the PPWR?
• Who is affected by the PPWR – terms explained
• What changes and when under the PPWR?
• Key terms made simple
• PPWR Conclusion: Act now – not later

 

The Packaging and Packaging Waste Regulation (PPWR) is a comprehensive reform of the European Union’s packaging rules. Its main goals: to significantly reduce packaging waste in the EU, improve recyclability and promote a truly circular economy.

For retailers, manufacturers and any business placing packaged products on the EU market—whether in-store or online—the new regulation brings a range of new obligations, deadlines and requirements that must be addressed early. Unlike the previous Packaging Directive, the PPWR is a regulation, meaning it is legally binding across all EU member states without the need for national transposition.

This guide offers you a concise overview of the most important aspects of the PPWR, explains key terms and deadlines, and outlines how you can prepare for the upcoming changes from 2026 onwards.

 

What is the PPWR?

The Packaging and Packaging Waste Regulation is a new EU-wide regulation adopted by the European Parliament and Council. It replaces the previous Packaging Directive (94/62/EC) and establishes uniform rules for the marketing, design and disposal of packaging. The regulation was published in the Official Journal on 22 January 2025 and entered into force 20 days later, on 10 February 2025. After an 18-month transition period, the new PPWR requirements will apply from summer 2026.

Key objectives of the PPWR

The PPWR’s primary goals are to:

• Significantly reduce packaging waste
• Improve recyclability
• Increase the use of reusable packaging

This aims not only to strengthen the circular economy across the EU but also to reduce resource consumption. The regulation forms part of the EU Green Deal and the EU Plastics Strategy, and it specifically targets businesses that use or place packaging on the market—which includes you as a retailer or manufacturer.

What’s new?

Unlike the previous directive, the PPWR is a regulation. This means its provisions are directly applicable in all EU member states, without the need for national laws. While this ensures more legal clarity, it also introduces stricter and more harmonised requirements.

 

Who is affected by the PPWR – terms explained

The PPWR applies to all parties that place or use packaging on the EU market, including:

• Producers: Natural or legal persons who manufacture packaging or a packaged product—or have it developed and produced under their own name or brand.
• Distributors: Natural or legal persons in the supply chain who make packaging available on the market (excluding producers and importers).
• Manufacturers: Any producer, importer or distributor who first makes a packaged product available, regardless of sales method.
• Suppliers: Natural or legal persons who supply packaging or packaging material to producers.

The PPWR is especially relevant for companies using product packaging, shipping packaging or service packaging (e.g. for takeaway services). Dropshippers may also be affected if they influence packaging design or selection.

In short: anyone selling or distributing products in packaging within the EU must comply with the PPWR—regardless of whether their business is based within or outside the EU.

 

What changes and when under the PPWR?

The PPWR introduces a wide range of new requirements with direct impact on retailers and manufacturers. While some rules are still being finalised, not all PPWR provisions will apply from the outset on 12 August 2026.

Here’s a summary of the key upcoming changes:

Packaging requirements (Article 5):

• Packaging must be manufactured in a way that minimises the presence of harmful substances.
• After a set deadline, packaging that comes into contact with food must no longer contain certain PFAS chemicals.

Recyclability becomes mandatory (Article 6):

• From 2030, all packaging must be designed to be recyclable.
• From 2035, additional requirements apply: packaging must be collected separately, sortable, and recyclable at scale.
• Packaging will be classified into three recyclability categories (A–C).
• Non-recyclable packaging is to be gradually phased out.

Minimum recycled content in plastic packaging (Article 7):

• From 2030, plastic components must contain a specific percentage of post-consumer recycled content, depending on the packaging type and format.

Packaging minimisation (Article 10):

• From 1 January 2030, producers and importers must ensure packaging is designed to minimise weight, volume and material use.

New labelling requirements (Article 12):

• From August 2028, packaging must carry uniform labels to help consumers separate waste correctly.
• The labelling obligation applies to all packaging components (e.g. lids, films, inserts).
• Waste symbols will be harmonised across the EU.
• From 12 February 2029, reusable packaging must carry a label indicating it can be reused.

Obligations for authorised representatives (Article 17):

• Producers must appoint an authorised representative for each country in which they place packaging on the market.
• The representative is responsible for holding the EU declaration of conformity and technical documentation for national authorities, and for submitting required information and documents for compliance checks.

 

Note: Deadlines may shift depending on the final regulation and national implementation plans. However, it’s strongly recommended to start preparing now.

 

Key terms made simple

The new EU Packaging Regulation introduces not only new requirements but also many new technical terms. Here are the most important ones, explained in simple terms:

• Recyclability: The ability of packaging to be recycled after use. The PPWR introduces binding criteria, e.g. packaging must be made of mono-materials and must be effectively processed in existing collection and recycling systems.
• Reusability: Packaging is considered reusable if it can be used multiple times for the same purpose without significant loss of quality. The PPWR introduces binding reuse quotas.
• Design for Recycling: A core principle of the PPWR. Packaging should be designed for optimal recyclability—avoiding composite materials, ensuring easy separation of components, and using recycling-friendly inks and adhesives. Exact criteria are still being developed.
• Harmonised Labelling: All packaging must carry uniform EU-wide labels with clear symbols to guide consumers on correct disposal. The aim: consistent sorting, fewer errors, and higher recycling rates.
• EPR (Extended Producer Responsibility): Even though EPR and PPWR are distinct, they are closely linked. Under EPR, producers take greater responsibility for packaging waste management. The PPWR extends this responsibility further—e.g. through stricter requirements for licensing systems and data reporting.

 

PPWR Conclusion: Act now – not later

The PPWR marks a major shift in European packaging policy. For retailers, manufacturers and all businesses placing packaging on the EU market, the message is clear: it’s time to act.

While many of the new requirements will only take effect in the coming years, it’s advisable to review your current packaging solutions now. Early assessment of compliance, adjustment of processes and gathering the necessary information will help reduce risks and ensure your business stays compliant.

These far-reaching obligations also offer an opportunity to design packaging that is more efficient, cost-effective and environmentally friendly. Companies that act early can also gain a competitive edge in an increasingly sustainability-driven market.

Our clear recommendation: use the transition period to align your packaging and processes with PPWR standards. To manage the complex requirements and stay on top of evolving rules, it pays to rely on experienced partners. With lizenzero.eu, you already have your expert EPR compliance service for packaging across the entire EU.