The Packaging and Packaging Waste Regulation (PPWR) is the first EU-wide packaging governance that strengthens circularity within Europe and promotes the use of renewable resources grown across Europe, making the EU more resilient to energy crises and external influences, while enhancing the EU’s competitiveness. It is also the first major attempt to make packaging more sustainable.

Packaging must be recyclable by 2030 and actually recycled from 2035, plastic packaging must integrate recycled content, and single-use plastic packaging will be replaced by circular and renewable alternatives for defined applications.

PPWR was adopted as Regulation (EU) 2025/40, entered into force on 11 February 2025 and applies directly across all member states. By establishing harmonised packaging rules across all 27 Member States, it strengthens the EU’s single market of over 450 million people. A unified EU single market with consistent rules for all Member States enables the free trade of products, packaging, and recycled secondary raw materials. To fully realise these benefits, it is essential that Member States avoid using the derogations available under the PPWR wherever possible. This is the certainty needed for EU-wide investment in innovations and accelerates the transition to a more circular packaging economy. 

The first measures take effect on 12 August 2026, establishing limit values for PFAS and heavy metals in food contact packaging. It will also become mandatory to mark packaging to identify packaging type and its manufacturer, who must set up and maintain an audit-ready compliance system. Producers, typically the brand owner or importer placing packaging on the market in a member state for the first time, must register and pay EPR fees to finance the collection, sorting and recycling of their packaging.

This is a significant, welcomed step forward and harmonised EU-wide packaging regulation for the benefit of the circular economy is fully supported. However, the PPWR also calls on member states to reduce packaging waste.   While the objective is right, packaging that is successfully collected and recycled is not waste as it is given a second life as a valuable raw material. Only packaging that is not recycled should count as waste. Reducing packaging volumes without this distinction risks less protection for products and food, which could mean more food waste and product damage.

Our industry has consistently shown its ability to innovate, and it will continue to develop solutions to meet PPWR requirements and consumer demand for sustainable packaging. Paper-based packaging, especially cartonboard and cartons, is well placed to support this transition. It is lightweight by nature, circular in Europe, renewable, and made by a truly sustainable European industry. The PPWR sets an ambitious direction for packaging, and we are ready to lead the execution.

Horst Bittermann is director general of Pro Carton.