What is the PPWR?

It is a new EU regulation on packaging and packaging waste, which replaces the previous Directive 94/62/EC and is directly applicable in all EU countries.

Its aim is to transform the packaging market towards a circular economy by:

• reducing the amount of packaging waste
• increasing recycling rates
• promoting reusable packaging
• reducing the environmental impact of packaging

The regulation covers the entire life cycle of packaging – from the design stage, through production and use, to collection, recycling and reuse.

Who is affected by the PPWR?

The following, amongst others, must comply with the PPWR requirements:

• manufacturers of packaged goods
• importers bringing products from outside the EU
• retail chains and distributors
• online shops and sales companies
• packaging manufacturers and suppliers
• logistics operators

Importantly, the regulation applies to both large enterprises and small and medium-sized enterprises. The scale of operations is irrelevant – what matters is whether the company uses packaging and places it on the EU market.

The significance of the PPWR for your business:

Bringing your business into compliance with the PPWR (Packaging and Packaging Waste Regulation) is, first and foremost, a legal requirement, but it is also a key element in building a long-term competitive advantage. As a European Union regulation, the PPWR is directly applicable in all Member States, which means that non-compliance may result in restrictions on the sale of products within the EU market, financial penalties, or even the need to withdraw them from the market.

At the same time, the regulation presents opportunities for cost optimisation. Reducing the amount of packaging materials, better tailoring them to products, and increasing the use of recycled materials can lead to lower production, transport and environmental costs.

The PPWR also has reputational implications. A sustainable approach to packaging is a key element of ESG strategy and influences how the company is perceived by customers, business partners and investors.

What does the PPWR change in practice?

The PPWR introduces requirements that directly impact the design and use of packaging. Companies must adapt their packaging to be recyclable, reduce its volume and weight, and increase the proportion of recycled materials.

The regulation also requires optimisation of packaging, including the reduction of empty space, which is particularly important in e-commerce and logistics. At the same time, the importance of reusable packaging is growing, and some single-use packaging will be gradually phased out.

The new obligations also include labelling and greater transparency regarding packaging information. In addition, companies must prepare for data collection and reporting on packaging and its processing.