PPWR – Packaging and Packaging Waste Regulation: what the new EU rules mean for packaging and companies?
The Packaging and Packaging Waste Regulation establishes more consistent requirements for packaging design, materials, labelling and documentation across the EU market. The EU Packaging and Packaging Waste Regulation, or PPWR replaces the previous directive-based rules with a direct regulation. PPWR’s general application date was 12 August 2026. The regulation aims to make packaging requirements more consistent across EU Member States.
For businesses working with packaging, the Packaging Regulation affects packaging structure, material choices, the reduction of empty space, recyclability, reusability, restrictions on chemicals and demonstrating compliance.
What is PPWR – Packaging and Packaging Waste Regulation?
The Packaging and Packaging Waste Regulation refers to EU Regulation 2025/40, which regulates packaging throughout its life cycle. The regulation covers packaging design, manufacturing, placing on the market, labelling, reuse, recyclability and restrictions on certain substances. The aim is to reduce the environmental impact of packaging while harmonising the rules of the EU single market.
The European Commission’s objectives for the regulation include making all packaging recyclable in an economically viable way by 2030, increasing the use of recycled plastics and reducing the use of virgin raw materials.
Who does the Packaging Regulation (PPWR) apply to?
The Packaging Regulation applies to businesses that manufacture packaging, package products, bring packaged products onto the EU market or place packaging on the market under their own name. In practice, the effects extend across the entire packaging value chain.
Typical businesses affected by the Packaging Regulation include:
- packaging manufacturers
- brand owners
- food and beverage companies
- online retailers
- importers
- distributors
- businesses with their own transport, grouped or sales packaging
Why companies need to respond to PPWR now?
The Packaging Regulation started to affect businesses’ work in August 2026, when it entered into force. Updating packaging methods and materials takes time, so companies need to act now. Packaging material approvals, supplier changes, printing and label changes often involve long lead times.
Swift preparation helps with the following:
- mapping current packaging
- identifying excess material and empty space
- collecting technical information available from suppliers
- anticipating future labelling changes
- developing compliance documentation
- comparing alternative materials
PPWR – Packaging Regulation in summary
| Packaging must be designed to be recyclable | Under the Packaging Regulation, packaging placed on the EU market must meet recyclability requirements. The aim is for all packaging to be recyclable in an economically viable way by 2030. From 2035, recyclability must also be achieved in practice at scale. For businesses, this means that the suitability of packaging materials, adhesives, labels, colours and other components becomes important. If the packaging structure makes sorting or material recovery difficult, changes must be made. |
| The amount of packaging and empty space must be reduced | The Packaging Regulation also addresses overpackaging. Businesses must ensure that the proportion of empty space in filled grouped packaging, transport packaging and e-commerce packaging is no more than 50%. In sales packaging, empty space must be minimised while ensuring that the packaging retains its function. An e-commerce or logistics business should consider at least the following questions: • Is the packaging larger than necessary to protect the product? • Is unnecessary empty space created in the packaging? • Are multiple packaging layers used in situations where a lighter solution would be sufficient? • Can the packaging be designed to be more compact without compromising product safety? |
| The proportion of recycled material in certain plastic packaging will increase | Binding recycled content targets will come into force for plastic packaging, becoming stricter in 2030 and 2040. The targets vary by packaging type and particularly affect businesses that use plastic packaging in direct contact with the product, for example in beverage packaging or other consumer packaging. |
| Claims that packaging is reusable must be substantiated | The Packaging Regulation also includes requirements for reusable packaging. If packaging is presented as reusable, it must meet the technical requirements set for it. The packaging must withstand repeated use and be capable of being emptied, cleaned and handled safely. The regulation is also likely to affect the Finnish PALPA system, but its effects remain unclear for now. |
| Restrictions on chemicals in packaging will tighten | The Packaging Regulation restricts substances that may pose risks to health, the environment or material recycling. From August 2026, packaging containing PFAS will be banned from food-contact use where certain thresholds are exceeded. A maximum limit applies to heavy metal concentrations in packaging. The combined concentration of lead, cadmium, mercury and chromium must not exceed 100 mg/kg. |
| Packaging labelling will be harmonised across the EU | The Packaging Regulation will introduce harmonised packaging labelling across the EU, with the aim of facilitating material identification, sorting and consumer communication. According to the regulatory timetable, labelling requirements will generally apply from 12 August 2028, or later if the relevant implementing acts are only finalised after that date. |
| Compliance must be demonstrable | The Packaging Regulation increases documentation and compliance management. It introduces obligations concerning conformity assessment and an EU declaration of conformity. |
PPWR timeline for businesses
- 11 February 2025: the regulation entered into force
- 12 August 2026: general application of the regulation begins
- 12 August 2028: harmonised labelling requirements generally start to apply from this date onwards, depending on the timetable for the implementing acts
- 1 January 2030: requirements concerning recyclability, recycled content and limits on empty space begin to take concrete shape more widely
- 1 January 2035: recyclability must be achieved in practice at scale
How can Ecobio help with interpreting the Packaging and Packaging Waste Regulation?
Interpreting the PPWR requirements and applying them in practice is a complex task where support from an external expert is helpful.
- We identify PFAS risks: We audit packaging materials and ensure that they do not contain banned “forever chemicals”.
- We ensure that the documentation is in order: We help prepare and digitally manage packaging-specific declarations of conformity (DoC).
- Strategic foresight: We calculate the recyclability performance grades of your packaging and help optimise packaging design to meet the strict requirements for 2030.
Changing supply chains and collecting technical documentation takes time. By starting now, you ensure uninterrupted trading for your business by the deadline.
Contact us!
Mari Sillanpää
Sustainability Specialist