PPWR: Promoting Recyclable Reusable Systems

The PPWR (Packaging and Packaging Waste Regulation) is the new EU packaging regulation that replaces the previous Packaging Directive (94/62/EC). Its aim is to reduce packaging waste across the EU, improve recycling and promote reusable systems. What makes it unique? As a regulation, the new rules automatically apply in all EU member states, ensuring uniform standards across the EU market.

The new regulations aim to curb the growing waste problem and eliminate unnecessary packaging – throughout Europe. At the same time, the PPWR strengthens the circular economy: packaging must be easier to recycle or reuse in order to conserve resources. Additionally, companies will face increasing obligations to adopt reusable packaging solutions.

While these regulations may initially require adjustments and involve additional costs for many companies, they will make an important contribution to climate protection. By reducing packaging waste and creating a more efficient circular economy, CO₂ emissions will decrease noticeably.

The previous EU Packaging Waste Directive regulated similar aspects, particularly the prevention and recycling of packaging waste. The PPWR updates and expands this directive by introducing stricter measures to promote the circular economy and further reduce the environmental impact of packaging.

The European Packaging Regulation made significant progress in December 2024. On 27 November 2024, the EU Parliament adopted the regulation, followed by the approval of the EU Council on 16 December 2024. It was published in the Official Journal of the European Union on 22 January 2025 and officially came into force 20 days later, in early February 2025. The new rules will start applying 18 months later, in mid-2026.

The new EU regulation applies to virtually all types of packaging, from consumer sales packaging to transport packaging used for shipping goods, as well as secondary packaging used to group products. It also covers packaging for industrial products and single-use packaging, such as plastic bags and films.

The PPWR applies to all companies in the supply chain, including manufacturers, retailers, importers and distributors. Companies that place packaging on the market must comply with the regulation’s requirements to ensure compliance with new environmental standards. This applies to both large corporations and small businesses selling packaged goods within the EU.

The PPWR comprehensively governs the entire life cycle of packaging, from production and usage to disposal and recycling. It establishes clear rules on material use, recycling rates, and the reduction of single-use packaging. Additionally, the regulation defines design requirements to ensure packaging conserves resources and is as environmentally friendly as possible.

The PPWR aims to reduce packaging waste, promote reuse and recycling, and eliminate single-use packaging. A key objective is to close the material loop by reintegrating used packaging into the production process or repurposing it as raw material. At the same time, the regulation seeks to minimise the environmental impact of packaging, conserve natural resources, and reduce its carbon footprint.