Packaging waste in the European Union continues to increase, while recycling rates have stagnated for a number of years. With the PPWR, the EU aims to change this. The new regulation has been in force since 11 February 2025, with the first measures applying from 12 August 2026. The goal: To make all packaging on the European market recyclable in an economically viable way by 2030.
The PPWR replaces the Packaging and Packaging Waste Directive (PPWD). The goal remains the same: a comprehensive approach focusing on waste prevention, reuse, recycling and treatment. To ensure a harmonized policy, the EU opted for a regulation: it applies in the same way across all member states, in contrast to the directive, which left room for member states to decide for themselves how to achieve the common European goal.
The PPWR imposes obligations on both EU member states and companies. It intervenes in the entire life cycle of packaging: from design and choice of materials, through use, to collection and disposal. With the regulation, the EU aims to reduce greenhouse gas emissions, water consumption and environmental costs on the one hand, and to take an important step towards a sustainable, circular and more competitive economy on the other. As a result, the PPWR helps pave the way towards a climate-neutral Europe by 2050.
The EU will roll out the PPWR measures in two phases, with targets for 2030 and for 2040. It will evaluate the measures and adjust them if necessary to ensure their economic feasibility. The regulation emphasizes eco-design, conscious use of packaging, and maximum valorization of materials.
Some examples:
Our country already scores well when it comes to recycling. Thanks to initiatives such as the Green Deal Anders Verpakt (2022-2024), Flanders is also strong in waste prevention and reuse. But making the switch from a recycling economy to a circular economy requires structural changes, starting with the design of packaging. The PPWR will encourage and guide that transition.
As a company, you can gain a strategic advantage by looking ahead, especially when investing in new products, packaging and processes.
The PPWR is a complex and voluminous regulation with 13 chapters, 71 articles and 13 annexes containing essential information. On top of that, there are additional regulations such as implementing acts, guidelines and standards currently under development. The interpretation is not yet fully clear in many areas, and member states can still add their own emphases.
As a company, you can gain a strategic advantage by looking ahead, especially when investing in new products, packaging and processes. The PPWR also provides clear guidance on how to conform to the E5 standard within the European Sustainability Reporting Standards (ESRS, part of the Corporate Sustainability Reporting Directive –CSRD), which addresses material use and circular economy.
Our advice: Integrate the PPWR’s principles into your use of materials today. Avoid unnecessary packaging, opt for reusable solutions, increase recycling rates, and ban certain packaging by 2030. In this way, you will not only ensure that you are PPWR compliant, but also seize the opportunities that the sustainable transition offers to companies.
Want to keep up to date with the latest news around the PPWR and other European sustainability regulations? Do you need support in putting them into practice?
Pantarein closely monitors developments and offers guidance on compliance, strategy and communication. Contact us at mail@pantarein.be.
_klein.jpg)
