What we’ll cover in this article:
- What the PPWR is and who it applies to
- The Regulation’s main objectives and requirements
- Key deadlines from 2026 to 2040
- What the PPWR means for environmental claims
- How businesses can prepare for compliance
How much of what we produce is designed to become waste just a few minutes after being used?
The Packaging and Packaging Waste Regulation (PPWR) introduces a new approach to packaging management. Although packaging often has a very short lifespan, its production requires raw materials, energy, design, production processes and logistics - much like the product it contains.
For many years, attention has focused primarily on the management of packaging waste - that is, on the post-use stage. The Regulation shifts the focus upstream, towards the design of packaging, introducing requirements around material choices, recyclability, reuse and the reduction of unnecessary packaging - even before packaging is placed on the market.
What is the PPWR and why is it important
The Packaging and Packaging Waste Regulation (PPWR) is the new European Union regulation on packaging and packaging waste, which will come into force on 12 August 2026. Its aim is to harmonise rules across all Member States, reduce packaging waste, promote the reuse and recycling of materials, and support the transition to a circular economy.
Compared to the Directive 94/62/EC, PPWR introduces a substantial change to the rules governing packaging. Whilst a Directive must be transposed by individual Member States and may be implemented differently from country to country, Regulation is directly applicable throughout the European Union. From 12 August 2026, therefore, the same rules will apply simultaneously across all 27 Member States.
For businesses, this means adopting uniform requirements for packaging intended for the European market. The Regulation introduces new obligations regarding design, recyclability, recycled content, reuse and labelling, with implications for product development, procurement, production and compliance management.
What are the objectives of the PPWR?
The Packaging and Packaging Waste Regulation (PPWR) aims to prevent the generation of packaging waste and promote the transition to a circular economy. To achieve this, the Regulation seeks to reduce the consumption of raw materials, increase the reuse of packaging and improve the quality of recycling, whilst strengthening the market for secondary raw materials.
The PPWR has three strategic objectives:
- Reducing packaging waste at source: Preventing waste generation by eliminating unnecessary packaging and optimising the weight, volume and design of packaging.
- Promoting the reuse of packaging: Increasing the use of reusable and refillable systems to extend the life cycle of packaging and reduce the consumption of raw materials.
- Ensuring high-quality recycling: Ensuring that packaging is designed to be effectively collected, sorted and recycled, and increasing the use of recycled materials in new packaging.
To measure progress towards these objectives, the PPWR introduces binding targets for reducing per capita packaging waste compared with 2018 levels:
- -5% by 2030
- -10% by 2035
- -15% by 2040
To achieve these targets, the PPWR introduces new packaging design requirements, minimum recycled content quotas, reuse targets and restrictions on certain types of single-use packaging.
How can the PPWR’s objectives be achieved?
To achieve its objectives of reducing packaging waste and promoting a circular economy, the PPWR introduces new requirements for packaging placed on the market in the European Union. The measures cover the entire life cycle of packaging, from design and production through to reuse, recycling and end-of-life management.
The Regulation is built around five pillars:
- Design for Recycling: packaging must be designed to be collected, sorted and recycled in accordance with harmonised criteria at European level.
- Recyclability classes: all packaging will be classified according to its recyclability performance (Classes A, B or C). Only packaging that meets the minimum requirements set out in the Regulation may be placed on the market.
- Minimum recycled content: certain categories of plastic packaging must contain mandatory minimum proportions of post-consumer recycled plastic.
- Reuse and refill schemes: the Regulation introduces reuse targets and promotes refill schemes for specific product categories and sectors.
- Reduction of unnecessary packaging: packaging must be designed to minimise weight, volume and unnecessary empty space, whilst certain types of single-use packaging will be progressively restricted.
Who is subject to the PPWR
The PPWR applies to all packaging placed on the market within the European Union, regardless of the material from which it is made - plastic, paper and cardboard, glass, metal, wood, textiles or ceramics - and regardless of its function, whether it is intended for sale and comes into contact with the product (primary packaging), for grouping multiple units together (secondary packaging) or for transport and logistics (tertiary).
The Regulation also covers the entire packaging supply chain. The obligations apply to packaging manufacturers, producers who use packaging to market their products, importers, distributors, logistics operators and the HORECA sector - that is, hotels, restaurants, bars, cafés and catering services - for which specific provisions regarding reuse and takeaway containers are set out.
Small and medium-sized enterprises (SMEs) are also subject to the PPWR. Although the Regulation provides for certain exemptions or greater flexibility for specific reuse targets, all companies must ensure that packaging placed on the market complies with the new requirements set out in the legislation.
What are the key PPWR milestones?
The PPWR will be implemented gradually, with a series of deadlines running through 2040. At each stage, new technical requirements and obligations will come into effect for businesses.
The key milestones are:
12 August 2026 - Entry into force of the PPWR
The Regulation becomes applicable in all Member States of the European Union. The general provisions come into force, including the ban on PFAS in food-contact packaging and the limits on heavy metals.
1 January 2030 - New requirements for packaging
Design criteria for recyclability (Classes A, B and C), minimum quotas for post-consumer recycled plastic for specific categories of packaging, and the maximum limit of 50 per cent void space in packaging for e-commerce and other relevant sectors come into force.
2035 - Mandatory recycling on a large scale
To be considered recyclable, packaging must be effectively recycled through large-scale industrial supply chains operating within the European Union.
2040 - Achievement of final targets
The main targets set out in the Regulation come into full effect, including higher recycled content requirements, reuse targets and a 15 per cent reduction in per capita packaging waste compared with 2018 levels.
Preparing in advance is essential.
Many tasks, such as redesigning packaging, selecting materials or engaging suppliers, require time for planning. Starting early helps to reduce the risk of non-compliance and allows you to approach the upcoming deadlines set out in the Regulation with greater confidence.
The PPWR and greenwashing
The PPWR also introduces new rules for environmental claims relating to packaging. The information provided on packaging must be consistent with the requirements set out in the Regulation and supported by verifiable technical evidence.
For example, claims such as ‘recyclable packaging’ may only be used if the packaging meets the recyclability criteria set out in the PPWR. Similarly, environmental symbols, labels or claims must not mislead consumers or attribute environmental characteristics that cannot be substantiated.
These provisions complement Directive (EU) 2024/825, known as the European anti-greenwashing directive, which strengthens consumer protection by prohibiting the use of generic, misleading or unsubstantiated environmental claims. Together, the PPWR and Directive 2024/825 aim to make environmental communication more transparent, verifiable and consistent across the European Union.
Frequently Asked Questions about the PPWR
When does the PPWR come into force?
The Regulation applies from 12 August 2026 in all 27 Member States, with subsequent deadlines staggered until 2040.
Who must comply with the PPWR?
Manufacturers, producers placing packaged products on the market, importers, distributors, logistics operators and the HORECA sector. SMEs are included, with flexibility limited to certain reuse targets.
Does the PPWR replace Directive 94/62/EC?
Yes. Unlike a directive, a regulation is directly applicable in all Member States, without the need for national transposition.
How to prepare for the PPWR
Complying with the PPWR requires both a technical and regulatory assessment of packaging and careful planning to meet the new European requirements. To identify the right operational priorities, it is useful to start with three key questions.
- What packaging do we place on the market? Start by mapping all primary, secondary and tertiary packaging, including materials, weights, volumes and suppliers. This provides the foundation for assessing and managing PPWR compliance.
- Which packaging will comply with the new requirements? A preliminary assessment of recyclability and compliance with chemical requirements - including those relating to PFAS and heavy metals - helps distinguish packaging that is already compliant from packaging that may need to be redesigned.
- What decisions need to be made in the coming months? Certain choices, such as the selection of materials, the modification of moulds or the involvement of strategic suppliers, require implementation times that must be planned in advance.
Green Future Project Group supports businesses in interpreting the Regulation and defining operational priorities, guiding them through every stage of the process, from mapping packaging and preparing the technical dossier to assessing recyclability and verifying compliance with the chemical requirements set out in the PPWR, including those relating to PFAS and heavy metals.
Preparing in advance helps to reduce the risk of non-compliance, plan the necessary measures and approach the Regulation’s entry into force with greater confidence.