The new Packaging and Packaging Waste Regulation (PPWR) came into force on February 11, 2025, and will be applicable from August 12, 2026. This represents a real turning point in packaging management in the EU, affecting also non-EU businesses that sell into the bloc, with rules that will apply to all states and will particularly impact the food sector, making sustainability a real mission in practice, and no longer just in theory. Let's take a look at the key features of this regulation.
The PPWR replaces the previous directive and becomes a single regulation throughout Europe, applicable for producers, importers, distributors (intermediate and final) and other businesses placing packaging or packaged products on the EU market. This choice brings several advantages for companies:
· reduced legal uncertainties and technical and bureaucratic barriers to trade;
· no need to adapt different packaging for each country served;
· simplified and harmonised labelling;
· no need to manage divergent national regulations;
· reduced administrative costs.
The PPWR also aims to make packaging easier to recycle. By 2030, all packaging placed on the EU market will have to be recyclable in a real and economically viable way, not only in theory. This means that packaging must be designed so that it can be effectively collected, sorted and processed within existing recycling systems. As a result, companies will need to pay greater attention to the design of their packaging and to the materials they use. This doesn’t necessarily mean we need to lean towards more complex materials or designs: sometimes the true innovation is simplification.
Reducing the complexity of packaging, for example by limiting multi-layer materials that are difficult to separate, will help improve recycling efficiency and increase the amount of material that can be returned to the production cycle. Simpler packaging structures and materials that are easier to recover and recycle will be a win-win situation. In this way, the regulation supports the transition towards a more circular packaging system across the European Union.
PPWR introduces stricter rules to limit hazardous substances in packaging placed on the EU market and aims to reduce the presence of substances of concern throughout the entire life cycle of packaging, including waste management and recycling processes. A key focus of the regulation concerns per- and polyfluoroalkyl substances (PFAS), especially in food-contact packaging. From 12 August 2026, packaging intended to come into contact with food will be prohibited if PFAS exceed specific thresholds, including:
· 25 ppb for any individual PFAS;
· 250 ppb for the total concentration of PFAS;
· 50 ppm for PFAS, including polymeric PFAS.
The regulation also maintains existing limits on heavy metals such as lead, cadmium, mercury, and hexavalent chromium.
In 2028 harmonized labelling rules will be established to improve transparency and support proper waste management of packaging across the EU. These measures aim to help consumers correctly sort packaging waste while ensuring consistent requirements among Member States and avoiding barriers to the free movement of goods.
Packaging placed on the EU market will need to display standardized information about its material composition and provide guidance for correct sorting and recycling. The regulation also promotes the use of digital tools, such as QR codes or other data carriers, which can offer additional information on reuse systems, collection points, or the presence of substances of concern. In addition, reusable packaging must be clearly identified and accompanied by information explaining how it should be returned or reused. The regulation also limits potentially misleading environmental claims on labels, ensuring that sustainability information provided to consumers is accurate and consistent across the EU. Transparency is the reason and the goal.
The Packaging and Packaging Waste Regulation will be implemented progressively over next years: the regulation entered into force on February 11, 2025, while its general application will begin on August 12, 2026, when most obligations for packaging placed on the EU market will start to apply. Further requirements will follow in the subsequent years, including the introduction of harmonized labelling rules and measures to reduce unnecessary empty space in packaging by 2028. By 2030, packaging will also be required to meet economic recyclability criteria, further strengthening the EU’s circular economy objectives.
It is the new EU packaging regulation, applicable to all member states without local differences.
From August 12, 2026, with further steps in 2028 and 2030.
They need to check materials, recyclability and presence of PFAS, and update labels and documentation, as well as assess which role they play in the supply chain (manufacturer, producer, importer, distributor)
Yes, it applies to all packaging placed on the EU market, regardless of origin.
25 ppb for individual PFAS, 250 ppb total, 50 ppm for polymeric PFAS.
