Consumer advocacy organisation Consumer Choice Center (CCC) has called for an immediate halt and overhaul of the EU’s new packaging rules, arguing that they impose heavier compliance demands on small and medium-sized retailers.

From 12 August 2026, the EU Packaging and Packaging Waste Regulation (PPWR) has added new obligations for businesses sending goods directly to consumers in other EU member states.

Under the rules, companies engaged in cross-border sales must meet the national requirements of the country where the customer is based.

These requirements may include registration, joining packaging recovery schemes, reporting packaging volumes and, where necessary, appointing an authorised representative.

The CCC said such fixed compliance costs are easier for larger businesses to bear but can make cross-border sales financially impractical for smaller retailers with reduced shipping volumes.

CCC Germany policy analyst Jens Teutrine said: “The European Commission claims it wants to strengthen the European Single Market, but in reality, this is driving small retailers out of it.

“A Single Market in which small retailers have to stop shipping across borders because the bureaucracy no longer makes economic sense is not a functioning Single Market. What has been warned about for months is now becoming reality: less choice, less competition and ultimately higher prices for consumers."

Teutrine described the law as a “misguided approach” and called for a “comprehensive” revamp.

He added: “It is not enough to announce that the rules will be reviewed at some point in the future when the damage is happening now."