New EU Packaging Regulation (PPWR) – What will change, and when?

It entered into force on 12 February 2025.

1. Background and timeline

📅 Most provisions will apply from 12 August 2026, following a transitional period of 18 months.
📈 Further requirements will be phased in progressively until 2040.

The PPWR replaces the previous EU Packaging Directive and has direct effect in all EU Member States – without the need for national transposition measures. In Germany, large parts of the existing Packaging Act (VerpackG) will be repealed or adapted to the new Regulation by August 2026.

2. What are the key changes?

a) Design for Recycling

From 2030 onwards, only packaging that is fully recyclable in accordance with strict EU criteria may be placed on the market.

b) Minimum recycled content

Plastic packaging will be required to contain a prescribed minimum proportion of recycled material, with quotas increasing over time.

c) Reduction of packaging waste

By 2040, packaging waste per capita is to be reduced by 15% EU-wide compared to 2018 levels.

d) Reuse and refill systems

From 2030, e-commerce companies will be required to meet certain reuse targets or participate in equivalent systems.

e) Ban on oversized and unnecessary packaging

From 2030, the empty space ratio in shipping packaging may not exceed 50%. Single-use packaging will be prohibited in specific sectors.

f) Ban on harmful substances

Packaging in contact with food may not contain PFAS or comparable harmful substances.

g) Harmonised labelling

All packaging will be required to bear standardised symbols and information on material composition and disposal (e.g. pictograms, QR codes).

h) Extended Producer Responsibility (EPR)

Producers, importers and distributors must register with a national EPR register in each EU country where they place packaging on the market – including financing the collection, sorting and recovery of packaging waste.

4. How is Extended Producer Responsibility (EPR) changing?

EPR obligations will be harmonised and expanded across the EU. They include:

• Obligation to register in each individual EU Member State where packaged goods are marketed,
• Obligation to appoint an authorised representative if no establishment exists in the destination country,
• Increasing reporting requirements (material type, quantities, recycled content),
• Full cost coverage for collection, sorting and recovery,
• New labelling obligations with symbols or QR codes.

Conclusion: Prepare now – secure regulatory and commercial advantages

The new PPWR will bring profound changes, particularly for e-commerce businesses – but also opportunities to implement sustainable packaging solutions.

The earlier you adapt your packaging strategy and processes, the better you can avoid delivery stoppages, fines, and compliance risks.