UK businesses exporting packaged goods to the EU must prepare for tighter rules under the EU packaging and packaging waste regulation (PPWR), which takes effect on 12 August 2026.

The regulation creates a harmonised legal framework across the EU with new requirements on recyclable packaging, labelling, reuse or refill options and recycled content targets. Failure to comply can lead to products being rejected at EU borders.

What the PPWR introduces

The EU’s PPWR replaces the previous packaging waste directive and aims to slow growth in packaging waste, support recycling and reduce unnecessary materials. The regulation applies to all packaging placed on the EU market, regardless of material type.

Under the regulation, all packaging must be recyclable by 2030 and meet minimum requirements for design and recyclability.

The PPWR also introduces rules to reduce empty space or superfluous components in packaging and promotes clearer packaging labelling to support waste sorting and recycling.

The EU has also set specific restrictions on certain single-use formats and will require some businesses to offer reuse or refill options. In the case of food service and retail, the regulation includes provisions for customers to bring their own containers at no extra charge.

Recycled content and substances of concern

The PPWR introduces recycled content targets for plastic packaging, with staged increases towards 2030 and 2040.

These targets are aimed at driving demand for recycled materials and reducing reliance on virgin plastics.

The regulation also restricts certain substances of concern in packaging. For example, long-lasting per- and poly-fluoroalkyl substances (PFAS) will be banned in packaging from August 2026.

Compliance steps for exporters

UK government guidance recommends that exporters review their packaging ahead of the August 2026 application date. Businesses should carry out packaging audits to find excessive or non-recyclable materials and update packaging designs and documentation where necessary.

Under the EU’s extended producer responsibility (EPR) systems, exporters may need to register with national authorities in the EU country of sale. They will likely have to report packaging data such as type, weight, recyclability and recycled content, and pay associated fees.

Parts of the PPWR will be detailed further through harmonised standards, guidelines and delegated acts.

UK exporters should track updates to ensure ongoing compliance before and after the regulation’s application date.