The European Union's Packaging and Packaging Waste Regulation (PPWR), Regulation (EU) 2025/40, began applying on August 12, 2026, marking a significant change in the regulatory framework for packaging and packaging waste across the EU. The regulation aims to reduce packaging waste, improve recyclability, promote reuse, and establish more consistent requirements across EU member states.

Key Requirements Under the PPWR

The PPWR covers packaging placed on the EU market, regardless of its material or country of origin. Its requirements will be introduced in stages, giving businesses time to prepare for the transition.

Key measures include:

• Improved recyclability: All packaging is required to meet recyclability requirements by 2030, subject to the regulation's detailed provisions.
• Recycled content: Certain plastic packaging must meet minimum recycled-content targets, with requirements taking effect progressively.
• Packaging reduction: Businesses will face measures designed to minimize unnecessary packaging and reduce excessive empty space in packaging.
• Harmonized labeling: New EU-wide labeling requirements are planned to help consumers identify packaging materials and sort waste correctly.
• Restrictions on hazardous substances: The regulation introduces restrictions on PFAS in food-contact packaging, among other measures.

Further obligations, technical standards, and implementation details will be developed through additional EU legislation and guidance..

Implications for International Exporters

For manufacturers and exporters supplying products to European customers, packaging compliance is becoming an increasingly important part of international trade.

Packaging materials such as plastic bags, corrugated cardboard cartons, wooden cases, and strapping materials may need to be assessed according to their intended use, composition, and applicable requirements. Businesses should review their packaging specifications, obtain reliable material information from suppliers, and maintain appropriate technical documentation.

Exporters should also check their obligations under applicable national packaging registration and extended producer responsibility (EPR) systems. The specific requirements may vary depending on the business's role, the destination country, and the type and quantity of packaging involved.

Importantly, the PPWR does not mean that every packaging component must immediately satisfy every future requirement. Companies should distinguish between obligations that already apply and those scheduled for later implementation.

Preparing for the Transition

Businesses exporting to the EU are encouraged to review their existing packaging, communicate with suppliers and European customers, and monitor official regulatory updates. Early preparation can help reduce compliance risks, avoid unnecessary costs, and support smoother cross-border trade.

The PPWR represents a long-term shift toward more sustainable packaging throughout the supply chain. For international manufacturers and exporters, understanding the regulation and preparing for its phased implementation will be essential to maintaining access to the European market.

Source: European Commission, Packaging and Packaging Waste Regulation (EU) 2025/40.