PPWR: The New Packaging Rules Apply from August

On 12 August 2026, the EU's new Packaging and Packaging Waste Regulation (PPWR) starts to apply. It's the biggest change to the packaging requirements in decades – and it hits almost everyone selling packaged goods. Here's your overview: what's changing, when it happens, and where to start.

What is PPWR – in brief?

PPWR stands for the Packaging and Packaging Waste Regulation. PPWR replaces the old Packaging Directive and has one clear purpose: less packaging waste, more reuse and recycling – and the same rules across the whole of the EU.

And that word “regulation” really matters. Where a directive had to be written into national law (and was therefore interpreted differently from country to country), a regulation applies directly and identically in all 27 EU countries. In the long run, that means more simplicity – but it also means the requirements are non-negotiable: packaging that doesn't meet the rules simply cannot be sold on the EU market.

Who is affected?

The short answer: PPWR covers all packaging – whatever the material, and whether it's sales packaging, multipacks or transport packaging.

Your obligations depend on your role in the value chain – whether you act as manufacturer, importer or distributor. Those roles are not always straightforward: they can vary from company to company and from product to product, and how they play out in practice may also depend on the guidance still to come from the EU. The first step is therefore to clarify which roles – and which obligations – apply to your business.

What's coming – and when?

PPWR is phased in gradually. Here are some of the key milestones:

12 August 2026 – the rules start to apply

Requirements on documentation and traceability take effect, the roles across the value chain are sharply defined, and limits arrive on substances of concern – including limit values for heavy metals. At the core of the new requirements is the Declaration of Conformity (DoC): technical documentation must be available on request and kept for 5 years for single-use packaging and 10 years for reusable packaging.

For food-contact packaging, PPWR introduces a specific restriction in Article 5(5): from 12 August 2026, food-contact packaging may not be placed on the EU market if it contains PFAS at or above the limit values set out in the regulation.

12 August 2028 (expected) – harmonised labelling requirements

Packaging must be labelled with information on material content to common EU standards, so consumers can easily sort it correctly – the same pictograms across the whole of the EU. Note that the date is indicative: the requirement applies 42 months after the regulation's entry into force or 24 months after the adoption of the implementing acts, whichever is later.

12 February 2029 – labelling of reusable packaging

Reusable packaging must carry its own separate label.

1 January 2030 – the design requirements

All packaging must be designed for recycling and classified into recyclability grades (A, B and C). Minimum requirements arrive for recycled plastic in new packaging. Packaging must be minimised – empty space in transport and e-commerce packaging may make up no more than 50% (and yes, air and bubble wrap count). At the same time, a range of single-use formats will be banned – for example, plastic packaging around fresh fruit and veg under 1.5 kg.

2038 – the bar rises again

From 2038, only the best recyclability grades (A and B) may be used.

What does it mean for retail in practice?

For retail and e-commerce businesses, four areas in particular call for attention:

Packaging design.

Composite materials, laminated solutions and speciality plastics may be challenged by the recyclability requirements. We recommend starting the conversation with your packaging suppliers now.

Documentation and data.

PPWR makes packaging a compliance area on a par with other product requirements. You'll be relying on data from your suppliers: material composition, recyclability, hazardous substance documentation. The sooner you get your data flows in order, the easier it gets.

E-commerce packaging.

The 50% cap on empty space means pack sizes, void fill and packing processes all need a review. For many webshops, it's actually a saving too – less air means lower shipping costs.

Producer responsibility across borders.

If you sell into several EU countries, you'll still need to keep an eye on national producer registers and reporting. The regulation harmonises a lot – but not everything, and least of all when it comes to producer responsibility.

What should you do now?

There are still details to come, which the EU will pin down in supplementary legislation over the next few years. But that's no reason to wait – quite the opposite. The businesses that use 2026 to build an overview will be standing strongest.

Our recommendation is to start here:

1. Map your packaging portfolio

Which packaging do you use – for which products, in which materials? Do you know the recycled content, and do you have tests to prove that the packaging does not contain hazardous substances? Do you have the documentation needed to issue a Declaration of Conformity (DoC)?

2. Clarify your role in the value chain

Clarify your roles and obligations under PPWR – in particular regarding the DoC. Are you the manufacturer, importer or distributor?

3. Open the dialogue with your suppliers

Ask for documentation, packaging data and their plan for recyclability.

4. Review your e-commerce packaging

Measure the empty space and optimise your pack sizes.

5. Set a timeline towards 2030

The design requirements are coming – and packaging development takes time.