What is PPWR?

Overview

The Packaging and Packaging Waste Regulation (PPWR) is a European Union regulation that establishes a harmonised, legally binding framework for how packaging is designed, placed on the market, labelled, reused, recycled, and managed as waste across the EU.

The PPWR replaces the former Packaging and Packaging Waste Directive (94/62/EC) and applies directly and uniformly in all EU Member States, without national transposition .

The regulation is a core element of the EU Green Deal and aims to significantly reduce packaging waste while accelerating the transition to a circular economy for packaging .

Why was the PPWR introduced?

Packaging represents one of the most resource-intensive product categories in the EU:

• Around 40% of plastics and 50% of paper are used for packaging

• Approximately 36% of municipal waste consists of packaging waste

• Recycling and reuse targets under previous legislation were frequently missed by Member States

The PPWR addresses these challenges by introducing clear, enforceable requirements for sustainable packaging design, material use, transparency, and responsibility along the entire value chain.

What are the main objectives of the PPWR?

The PPWR pursues four overarching objectives:

1. Reduction of packaging waste

Packaging must be minimized in weight and volume and unnecessary packaging formats are restricted or banned. Binding EU-wide waste reduction targets apply over time .

2. Promotion of recycling and circularity

All packaging placed on the EU market must be recyclable and designed according to “Design for Recycling” principles. Mandatory minimum recycled content requirements apply to plastic packaging .

3. Increased use of reuse and refill systems

For selected packaging categories, reuse and refill systems become mandatory, supported by quantitative reuse targets and system requirements .

4. Improved transparency and traceability

Harmonised labelling, conformity assessments, technical documentation, and declarations of conformity ensure transparency across supply chains and towards authorities and customers .

Who does the PPWR apply to?

The PPWR applies to all packaging and packaged products placed on the EU market, regardless of where the company is established.

It affects all economic operators along the packaging value chain, including in particular:

• Packaging manufacturers and brand owners

• Importers of packaging or packaged products from non-EU countries

• Distributors and retailers

• Suppliers of packaging or packaging materials

• Fulfilment service providers and e-commerce actors

The regulation applies to both EU and non-EU companies if they make packaging or packaged products available on the EU market .

What are the key obligations under the PPWR?

Depending on a company’s role in the packaging value chain, the PPWR introduces a broad set of obligations covering both product-related and organisational requirements.

Key obligation areas include:

• Sustainable packaging design, including recyclability, minimisation of weight and volume, and reuse or refill requirements

• Restrictions on hazardous substances, including specific limits for substances such as PFAS

• Minimum recycled content requirements for plastic packaging

• Conformity assessment procedures to verify compliance with PPWR requirements

• Technical documentation and record-keeping obligations to demonstrate conformity

• EU Declarations of Conformity for compliant packaging

• Correct labelling and marking, including harmonised consumer-facing information

• Supply-chain information exchange, ensuring traceability and data availability

• Corrective and preventive actions in cases of suspected or confirmed non-compliance

• Extended Producer Responsibility (EPR) obligations, including registration in national producer registers and reporting of packaging data

The specific requirements depend on whether a company acts, for example, as a manufacturer, importer, distributor, supplier, fulfilment service provider, or producer under the PPWR.

When does the PPWR apply?

The regulation does not have a single compliance deadline. Instead, it follows a phased implementation approach. While certain obligations apply from the start of the general application date, others will become mandatory gradually over the coming years. Additional technical details will be specified through delegated and implementing acts as the regulation is further developed. 

• 11 February 2025 – Entry into force of the regulation

• 12 August 2026 – General application date- Only PPWR-compliant packaging may be placed on the EU market with a focus on general substance restrictions and safety requirements.

• From 2028 onwards – Harmonised packaging labelling, specific information obligations, and further technical criteria defined through delegated acts, particularly affecting packaging design, consumer information, and waste sorting instructions.

• From 2030 onwards – Most design, recycling, and recycled-content requirements become mandatory

These deadlines require early action. To comply, companies will likely need long planning cycles, especially for design updates and supplier changes. 

What does the PPWR mean for companies?

The PPWR affects almost every company that produces, sells, imports, or handles packaged goods in the EU. This includes packaging manufacturers, brand owners, retailers, food and beverage producers, e-commerce businesses, and logistics and fulfilment service providers.

Compared to previous packaging legislation, the PPWR represents a significant regulatory shift. It goes beyond material selection and packaging design and directly impacts:

• internal processes and responsibilities,

• supplier and partner relationships,

• data availability and quality, and

• long-term product and packaging strategies.

Companies with complex packaging portfolios, multi-country distribution models, or strict safety and quality requirements are likely to face the greatest compliance challenges.

PPWR compliance should therefore be understood as a long-term, cross-functional effort, rather than a one-time regulatory task. Typical preparation steps include:

• Reviewing and evaluating existing packaging portfolios from a compliance perspective

• Planning material and design decisions early to meet future PPWR requirements

• Strengthening internal data flows and documentation practices

• Establishing clear responsibilities across relevant departments

• Using digital tools to support structured data collection and ongoing compliance

Companies that take action early can spread the workload over time, reduce compliance risks, and be better prepared for future PPWR requirements as the regulation continues to evolve.

Sending or answering a PPWR Readiness request