New packaging regulations take effect in the EU: what you need to know

The European Union’s new packaging regulation, which aims to reduce waste, increase recycling and standardize EU-wide rules, expands the scope and tightens the requirements of previous regulations.

The Packaging and Packaging Waste Regulation (PPWR), which went into effect Feb. 11 and replaces the 1994 Packaging and Packaging Waste Directive, cover all packaging sold on the EU market and packaging waste from manufacturing, retail, services and households. Broad in scope, it applies to all economic operators, from manufacturers and importers to distributors and fulfillment service providers. The new regulation is much more strict and legally binding than the previous directive. 

Key changes

• Producers bear greater responsibilities, including mandatory recycled content and covering waste management costs.
• New design, labeling and reusability requirements aim to drastically reduce packaging waste and improve circularity.
• Higher recyclability standards mean companies must redesign packaging to meet strict standards by 2030.
• Digital tools (QR codes, standardized tracking) will enhance compliance and consumer participation in recycling and reuse programs.

More details on the regulation can be found on the European Union’s Environment page, and on the website of the law firm Ropes & Gray. 

Here are some of the most important features of the new mandate, and ways that companies can prepare to meet its requirements in the coming years.

Design for sustainability

The new regulation updates the 1994 directive by implementing mandatory waste reduction targets, providing specific design requirements and banning certain single-use packaging formats. To meet the mandatory recyclability and recycled content targets, companies will have to create packaging with sustainability in mind.

• Prioritize recyclable materials: Companies must shift to packaging formats that are 80 percent recyclable by weight, by 2030. 
• Increase recycled content: They must also ensure that plastic packaging meets minimum recycled content thresholds, defined by material, by 2030.
• Eliminate restricted materials: Perfluoroalkyl substances in food-contact packaging will need to be phased out and hard-to-recycle composite packaging avoided.
• Reduce empty space: Transport and e-commerce packaging size and structure must comply with the 50-percent empty-space limit.

Tip: Collaborate with packaging suppliers to develop alternatives to your current packaging that balances durability and recyclability.

Implement reusable packaging systems

Reusable and refillable packaging for certain consumer goods has long been a goal in the fight to control packaging waste. The new regulation’s strict reuse targets for transport and beverage packaging will require businesses to integrate reusable systems.

• Develop reusable transport and sales packaging: 40 percent of such packaging must be reusable by 2030, increasing to 70 percent by 2040.
• Adopt refillable packaging models: This includes returnable containers, refill stations and deposit-return systems for consumer products.
• Partner with logistics providers: These firms can help manage reusable packaging collection and cleaning efficiently.

Tip: Offer incentives for customers to return reusable packaging, such as discounts or loyalty rewards.

Comply with labeling and consumer information rules

Beginning in 2028, all packaging must have standardized labels that help consumers sort waste correctly.  

• Easy-to-understand labels, to indicate material composition and proper disposal methods.
• QR codes or digital tracking, to provide sorting guidance, recyclability details and reuse tracking.
• Clearly marked packaging, to differentiate reusable packaging from single-use packaging at the point of sale.

Tip: Digitize packaging information to reduce printing costs and simplify compliance updates.

Prepare for extended producer responsibility costs

Under the new and expanded extended producer responsibility (EPR)  rules, national variations allowed in prior laws will be standardized, requiring companies to cover the cost of collecting, sorting and recycling the waste their products generate. 

• Join national EPR schemes: Companies must register with EU member state compliance programs and ensure timely reporting of packaging waste data.
• Optimize packaging to reduce EPR fees: Many EPR fees will be eco-modulated, meaning less wasteful, more recyclable packaging will cost less.
• Invest in packaging audits: Regularly assess and track packaging materials to comply with EPR obligations efficiently

Tip: Reduce multi-material packaging where possible, as simpler packaging often incurs lower EPR costs.

Strengthen supply chain and vendor collaboration

Companies must work closely with packaging suppliers, recyclers and distributors to adapt to the new regulations.

• Negotiate sustainable material sourcing, to secure high-quality recycled materials that meet 2026 mandates.
• Collaborate with waste management companies, to ensure packaging aligns with local recycling infrastructure to avoid compliance risks.
• Adopt lifecycle assessment tools, to analyze packaging sustainability and improve circularity.

Tip: Conduct supplier audits to confirm compliance with PPWR material and design regulations.

Stay up to date

As requirements phase in over the next decade, companies will have to stay abreast of the evolving rules. Key dates include: 

• 2026: EU to set recycled content calculation methods
• 2027: Standards for packaging minimization and reusability to be adopted
• 2028: Recyclability performance grades to be enforced
• 2030 and 2040: Major recycling and reuse targets take effect

Tip: Designate an internal sustainability officer to oversee compliance, reporting and supplier engagement.

The new packaging regulations present an opportunity to turn compliance into a competitive advantage by enhancing brand reputation through improved packaging, cutting waste disposal and material costs with smarter design, and gaining market share as consumers favor sustainable products.

[Join over 1,500 professionals transforming how we make, sell, and circulate products at Circularity, April 29-May 1, Denver.]