PPWR: The new EU Packaging Regulation and its impact on businesses

from 21. February 2025 updated 21. February 2025

Impact of PPWR on businesses

The Packaging and Packaging Waste Regulation (PPWR) marks a significant step towards a sustainable and functioning circular economy within the European Union. Published in the EU Official Journal on 22 January 2025, the regulation came into force on 11 February 2025 and will be binding from 12 August 2026.

The objectives of the PPWR

The PPWR aims to minimise the environmental impact of packaging and to promote the transformation to a functioning circular economy. This is to be achieved by means of uniform requirements for sustainable design and labelling of packaging, as well as optimised collection and recovery of packaging waste.

Who is affected by the EU Packaging Regulation?

All companies that produce or place packaging on the market within the EU must adapt to the new, harmonised requirements. In contrast to the previous Directive 94/62/EC, which was implemented individually by the member states, the PPWR is directly applicable in all EU countries and, in principle, no longer requires national implementation.

Important changes and requirements

The PPWR brings with it numerous innovations, including: 

  • Design for Recycling: Packaging must be designed in such a way that it can be efficiently recycled.  
  • Use of Recyclates: Minimum proportions of recycled materials are set for new packaging.  
  • Labelling Requirements: Standardised labels should clearly indicate the recyclability and material type of the packaging.  
  • Extended producer responsibility (EPR): Producers will be held more accountable for ensuring the collection and recycling of their packaging.

Timetable and transition periods

After the regulation comes into force on 11 February 2025, companies will have until 12 August 2026 to implement the new requirements. It is essential to start adapting packaging processes at an early stage to ensure a smooth transition.

Reclay welcomes the entry into force of the PPWR

‘We are convinced that the EU Packaging Regulation offers great potential for the circular economy at the European level,’ explains Dr Fritz Flanderka, member of the Reclay Management Board and internationally recognised expert in the field of extended producer responsibility. ’The PPWR can be a key element in sustainably closing material cycles at the international level.’ 

The specific implementation of the PPWR poses individual challenges for many companies. The partners of Reclay offer comprehensive consulting services to optimally prepare affected companies for the new regulations. The international and extensive expertise of Reclay’s sister company RecycleMe helps to design packaging processes that are sustainable and legally compliant. 

For further information and individual advice, please do not hesitate to contact our experts: Visit RecycleMe

  • International