From August 2026, new EU packaging rules will apply uniformly across the European Union as part of the Packaging and Packaging Waste Regulation (PPWR).
The regulation replaces the existing directive and introduces sweeping changes designed to reduce packaging waste, harmonise requirements for recyclability, and strengthen the circular economy within the single market.
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The new rules affect manufacturers, importers, distributors and other businesses placing packaging or packaged products on the EU market.
Uniform compliance deadlines and scope of the regulation
The PPWR (Regulation (EU) 2025/40) entered into force in February 2025, but its key provisions become applicable from 12 August 2026 after an 18-month implementation period.
As an EU regulation, it applies directly in all 27 member states without national transposition. This marks a shift from the previous Packaging and Packaging Waste Directive, which allowed countries to interpret obligations differently.
The regulation covers all packaging placed on the EU market and packaging waste generated in the EU, affecting both EU and non-EU businesses that sell into the bloc.
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By GlobalDataIt sets detailed criteria across the packaging lifecycle, from design and materials to waste management and labelling.
New requirements for recyclability, reuse and labelling
A central aim of the regulation is to ensure that all packaging is recyclable or reusable by 2030. Businesses must now plan packaging design and material selection with recyclability in mind and meet stricter environmental performance requirements.
The PPWR includes minimum recycled content targets, restrictions on certain substances—such as per- and polyfluoroalkyl substances (PFAS) beyond defined thresholds—and obligations related to reuse systems and packaging minimisation.
Uniform labelling rules are also introduced. Packaging will need to display standardised information on material composition, disposal and recycling instructions, and in some cases, digital identifiers to support traceability and consumer guidance.
Extended producer responsibility and business implications
The regulation broadens extended producer responsibility (EPR) by holding economic operators accountable for packaging throughout its lifecycle. Producers must ensure compliance with design and reporting requirements and may need to register packaging with EU databases or authorities.
Companies should start preparing now for the enforcement of the PPWR.
Some provisions will have phased deadlines after 2026, and compliance actions such as updating packaging specifications, sourcing recycled materials, and adjusting labelling will be necessary well before the deadline.
The new EU packaging rules mark a significant regulatory milestone aimed at reducing waste, fostering recycling, and creating a more consistent framework for packaging across the European market.
Businesses planning to operate in or supply products to the EU should assess the impact of the PPWR on their packaging strategies and supply chains.
