The EU Packaging and Packaging Waste Regulation: What is it, and what does it mean for your business?
The EU Packaging and Packaging Waste Regulation (PPWR) introduces significant new requirements that will affect how businesses design, use, and manage packaging across the EU.
What is the PPWR?
The EU Packaging and Packaging Waste Regulation (PPWR) came into force in 2025, setting landmark new rules for the supply chains of both packaging and packaged products.
The Regulation aims to reduce the waste caused by packaging through the promotion of circular economy principles.
As such, the rules range from design requirements to information and labelling obligations, with sets of rules entering into effect on a staggered basis from 12 August 2026.
Who does the PPWR apply to?
The PPWR rules apply to all packaging and packaged products placed on the EU market, regardless of the material or country of origin. Equally, the rules apply to all sectors, including B2B sales and e-commerce.
Obligations for implementing the PPWR’s requirements vary according to the supply chain actors. While most design and labelling obligations are targeted at the manufacturers of the packaging and packaged products (companies who trademark the packaging), importers, suppliers, and distributors are also subject to compliance requirements under the Regulation.
Financing obligations also apply to the producers of the packaging, the entity who placed the packaging on the market for the first time in the EU country where the packaging is expected to become waste.
What are the requirements?
The PPWR spans a wide range of requirements and includes packaging design and information requirements. Although obligations vary according to packaging types, and the role of the company in the packaging supply chain, the below compliance requirements may apply:
- The restriction of certain substances in packaging (e.g. PFAs, heavy metals)
- Recyclability requirements
- Minimum recycled content requirements
- Compostability requirements
- Packaging minimisation requirements
- Harmonised labelling requirements
- Packaging conformity assessments
- Extended producer responsibility
- Declarations of conformity, and technical documentation
Where to begin?
Penalties for non-compliance can range from fines to market restrictions and product recalls.
Therefore, companies should act early as the August 2026 implementation deadline approaches. First, companies should map out their packaging portfolios and conduct a scoping exercise to assess their status as an economic actor under the PPWR. Next, companies should identify compliance requirements, develop a roadmap, and begin implementation.
More broadly, 2026 marks a significant turning point for ESG regulation, with the EU Packaging Regulation (PPWR) progressing alongside other frameworks such as CBAM and the EU Deforestation Regulation (EUDR). Together, these measures will increase reporting obligations and supply chain scrutiny for many businesses.
To support companies at this stage, Goodbody Clearstream is hosting a short webinar on Wednesday, 17th June (12:30–1:00pm), covering key timelines, scope considerations, and practical steps to begin your compliance journey. Register here to attend.
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