EU Packaging and Packaging Waste Regulation (PPWR): preparing for major packaging and EPR changes
The new EU Packaging and Packaging Waste Regulation (PPWR) introduces harmonised, EU wide rules covering the full lifecycle of packaging, replacing the existing directive based framework under the Packaging and Packaging Waste Directive. The PPWR applies to all packaging placed on the EU market, regardless of material, sector or sales channel, including packaging supplied by non EU sellers and e commerce platforms.
A key feature of the PPWR is the expansion and uniform application of Extended Producer Responsibility (EPR) obligations. All relevant economic operators — including suppliers, manufacturers, importers, distributors and online platforms — must comply with registration and reporting requirements, with no minimum thresholds applying. In addition, packaging placed on the EU market must meet new design and material requirements, such as limits on empty space, restrictions on certain packaging formats and materials, mandatory labelling of material composition, inclusion of company identification details, recyclability requirements and minimum recycled content targets.
Compliance with selected requirements must be documented through an EU Declaration of Conformity, which manufacturers must prepare and importers must verify and retain. Distributors and online platforms also face additional verification obligations to ensure that EPR requirements have been met before packaging can be placed on the EU market.
The PPWR requirements will be rolled out gradually between 2026 and 2030, introducing new obligations such as producer registration and reporting, uniform EU sorting labels, reuse and refill targets, compostability requirements for specific packaging types, and full recyclability and recycled content obligations. Packaging that does not comply with the PPWR may no longer be placed on the EU market, making early preparation essential.
Businesses involved in manufacturing packaging, placing packaged goods on the EU market or operating online sales platforms should assess their role under the PPWR and develop a clear compliance roadmap to ensure continued market access and regulatory compliance.