PPWR – New EU Rules for Packaging

What is PPWR and what does it mean?

PPWR (Packaging and Packaging Waste Regulation) is the EU’s new regulation governing packaging and packaging waste. The regulation replaces the previous directive and introduces harmonised requirements for companies across the EU.

For many companies, PPWR means new requirements related to documentation, labelling, recyclability, and Extended Producer Responsibility (EPR) — including for packaging types that were previously not regulated to the same extent.

When will the rules apply?

PPWR formally entered into force at the end of 2024, but the regulation will begin to apply from 12 August 2026. This means companies need to review their packaging and ensure compliance with the requirements in time. Certain parts of the regulation may be introduced gradually over the coming years.

Which companies are affected?

PPWR affects essentially all companies that use or place packaging on the EU market.

This includes:

• Brand owners
• Importers
• Manufacturers
• Distributors
• Companies using their own product packaging

How Extended Producer Responsibility changes under PPWR

Under PPWR, the definition of who is considered the producer of packaging changes. Previously, producer responsibility has often been assigned to the party filling or supplying the packaging, for example in the case of service packaging or certain product packaging types.

Once PPWR begins to apply, responsibility will instead be more clearly linked to the brand owner and the company placing the product on the market under its own name.

This means that more brands will need to:

• Maintain control over their packaging and materials
• Ensure that documentation and supporting data are in place
• Manage reporting and Extended Producer Responsibility obligations
• Demonstrate that packaging complies with relevant EU requirements

At the same time, the rules will be harmonised across the EU, meaning that the same core principles and requirements will apply across more markets than before.

For many companies, this means packaging will become an increasingly important part of sustainability work, procurement, and product development moving forward.

What is considered packaging?

PPWR covers significantly more than just boxes and outer cartons.

Examples of packaging that may fall within scope include:

• Product packaging
• E-commerce packaging
• Bags and carrier bags
• Labels
• Tissue paper
• Gift packaging
• Takeaway packaging
• Void fill and protective packaging materials

In some cases, products such as cosmetic bags, dust bags, or other items may also be classified as packaging if they are used to contain or present a product at the point of sale.

What requirements does PPWR introduce?

The new regulation covers several areas and will be implemented gradually over the coming years.

Technical documentation

Companies must be able to demonstrate that packaging complies with relevant requirements and maintain documentation relating to areas such as materials, design, and recyclability.

Labelling

Certain packaging will need to be labelled according to harmonised EU requirements to facilitate sorting and recycling.

Recyclability

Packaging must be designed to enable efficient recycling according to future EU recyclability criteria.

Material requirements

PPWR introduces stricter requirements regarding material selection and restricts certain substances and packaging constructions that negatively impact recyclability.

Extended Producer Responsibility and reporting

Companies need to maintain control over packaging volumes and report these in accordance with Extended Producer Responsibility requirements.

Why is it important to start early?

For many companies, PPWR is not only about reporting obligations, but about creating structure around the entire packaging process.

This may include:

• Mapping existing packaging
• Collecting material data
• Reviewing packaging constructions and material choices
• Ensuring technical documentation is in place
• Establishing routines for reporting and follow-up

Starting early makes it easier to prioritise correctly and avoid costly last-minute actions later on.

How can Avisera help?

At Avisera, we help companies understand how PPWR affects their packaging and which requirements are relevant to their business.

We support companies with:

• Reviews of existing packaging
• Guidance on PPWR requirements
• Technical documentation
• Structure for Extended Producer Responsibility and reporting
• Support regarding materials and recyclability

Our goal is to make a complex regulation easier to understand and work with in practice.

Checklist – Next steps for starting your PPWR work

To begin working with PPWR in a structured way, it can be useful to start with the following:

• Map the packaging used within the business
• Identify which parts of PPWR affect the company
• Ensure that material data and technical documentation are available
• Review labelling, recyclability, and material choices
• Establish routines for Extended Producer Responsibility and reporting
• Start collecting supporting data before the requirements fully apply