New European packaging rules are on their way – and they apply to virtually every business that uses packaging. Here is what you need to know.
Since 2025, a new European law has been in force for packaging: the Packaging and Packaging Waste Regulation (PPWR). The PPWR imposes uniform packaging rules and applies directly in all EU Member States, without the need for national transposition. This ends the fragmentation of packaging legislation across Europe that had arisen from each Member State translating the European directive into its own rules.
The PPWR is being phased in. The first obligations apply from 2026, with further deadlines in the years that follow. The precise details of some obligations will be developed further in the coming years.
In all likelihood, yes. The PPWR covers all packaging placed on the EU market – whether it is the packaging of your product, the box in which you deliver, or the wrapping film you use during transport.
The PPWR also applies to SMEs, although some obligations are proportional or administratively lighter. Micro-enterprises (with fewer than 10 employees and an annual turnover below €2 million), for example, benefit from a limited exemption from certain administrative obligations, but are still required to register.
The PPWR distinguishes between different roles in the packaging chain. Your obligations depend on the role your business plays. Producers bear the greatest responsibility, while manufacturers, importers and distributors are primarily responsible for conformity, control and traceability within the chain.
As a general rule, if your brand name is on the packaging, you are in most cases the producer – and therefore responsible for PPWR compliance. The same applies when you sell products under your own house brand: because the packaging goes to market under your name, you are the producer, even if someone else produces or fills it.
The PPWR covers seven major areas of obligation. Here is an overview:
1. Certain packaging will be prohibited
Packaging may not contain hazardous substances above the established limits. This applies in particular to PFAS, but also to other substances that pose a risk to health or to the recycling process.
In addition, certain single-use plastic applications will be prohibited, and packaging formats that score insufficiently on recyclability under the forthcoming criteria will be gradually phased out.
2. Less packaging material
The PPWR introduces stricter requirements around packaging minimisation.
The excess empty space in shipping packaging will be restricted. From 2030, a maximum of 50% of a shipping box may be empty.
Packaging solutions without a clear functional purpose – such as false bottoms or purely aesthetic filler material – will come under pressure, particularly in logistics and e-commerce applications..
3. Reuse
The PPWR places strong emphasis on reuse, but targets differ by packaging type and application. The measures are therefore targeted, depending on context:
Measures directed at consumers and retail are also being introduced:
4. Recyclable design
Every packaging will be assessed for recyclability via a Design for Recycling (D4R) score, with categories from highly to poorly recyclable (A-D). Packaging that scores insufficiently will be gradually phased out towards 2030 and beyond.
The score also affects what you pay into the recycling system (Extended Producer Responsibility or EPR). The exact methodology is being further developed via delegated acts of the European Commission.
5. Recycled raw materials
Plastic packaging must contain a minimum of recycled material:
Only post-consumer recyclate (PCR) – derived from consumer waste – counts towards this requirement.
6. Mandatory labelling
From 12 August 2028, all packaging must carry a harmonised European label indicating what material the packaging is made from and how it should be sorted correctly.
For reusable packaging, additional identification means such as QR codes may be required, partly to support traceability, correct use and tracking of return flows.
7. Bio-based and compostable packaging
Specific rules are being introduced for bio-based and compostable materials. For certain applications – such as stickers on fruit and vegetables – compostability will be mandatory by 2028, in line with the European criteria still to be developed.
While the broad outlines are clear, a significant part of the PPWR is still being developed. Several key elements remain in progress:
This means businesses must start today, while remaining flexible in their approach.
12 August 2026 – First deadline
12 February 2027 – Registration obligation
You must be registered as a producer in every EU country where you place packaging on the market. In Belgium this is done via Valipac (B2B) and Fost Plus (B2C).
12 August 2028 – Labelling
1 January 2030 – Major milestone
2030 is a significant turning point at which several core obligations take effect, including:
Not all obligations take effect on exactly the same date, but 2030 represents the first major deadline. The European Commission is also considering relaxations for pallet wraps, strapping bands and packaging that is difficult to reuse for hygiene or food safety reasons. Further elaboration is expected in 2026.
Start early: building a complete and correct packaging dossier takes more time than you might expect.
Read our free PPWR white paper for a clear overview of:
Would you prefer to get immediate clarity on what the PPWR means for your specific situation?
Schedule a no-obligation consultation via mail@pantarein.be. Together, we will look at where you stand today and where the important issues lie.
In a follow-up article we will show you how to go from compliance to competitive advantage.
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