The EU PPWR Is Already Here: What You Need to Know and Why It Matters

The European Union Packaging and Packaging Waste Regulation (EU PPWR) marks a major shift toward a circular economy — and it’s not just a gentle steer; it’s a sharp turn around the corner.

No matter where you sit in the supply chain, if you work with packaging, this regulation will affect you. Here’s what you need to know — and why preparing now isn’t just smart, it’s essential if you want to take the turn without spinning off track.

The What and the Why of EU PPWR

The EU PPWR reshapes how packaging is designed, used, and disposed of across Europe. It introduces clear rules to reduce packaging waste, improve recyclability, and encourage both the use and reuse of recycled materials. The regulation applies to all businesses involved in packaging—whether they manufacture it, fill it, sell products in packaging, or manage packaging waste.

PPWR Timeline

The EU PPWR entered into force in February 2025 and will roll out in phases. Its first regulatory requirements—covering restrictions on substances like PFAS and heavy metals—will already take effect in August 2026.

The diagram below displays the different deadlines depending on the topic.

Source: own illustration based on Eunomia Research & Consulting Ltd / SAP, "Ready, Set, Comply - Preparing your business for the PPWR", May 2025

At its core, the PPWR supports a shift toward a circular economy. It promotes the “Reduce, Reuse, Recycle” model to keep materials in use for as long as possible and limit waste from single-use packaging.

To comply with the EU PPWR, companies will need to collect and maintain detailed data—much of which is not currently tracked. This includes information on material composition, packaging formats, the presence of hazardous substances, labelling compliance, and the recyclability and reusability of packaging. Businesses that start collecting relevant data now will be better positioned to meet upcoming requirements and avoid last-minute scrambles.

PPWR Obligations for Affected Businesses

The EU Packaging and Packaging Waste Regulation (PPWR) sets strict documentation and reporting duties for companies placing packaging on the EU market. Firms must:

• register with national EPR systems, 
• submit annual packaging data,
• maintain technical compliance files,
• provide proof of substance content, when requested.

They must also provide the following to customers:

• supply certificates like Declarations of Conformity,
• recyclability labels,
• and digital information (e.g., via QR codes).
  
  

The Data Challenge

One of the biggest hurdles under the EU PPWR is the need for full supply chain collaboration—upstream and downstream. Businesses need to collect the detailed data to comply with the regulation.

The regulation clearly defines responsibilities for each actor in the supply chain:

• Packaging manufacturers must ensure compliance, complete conformity assessments, and issue declarations of conformity to their customers.
• Packaged goods producers will need to request detailed data from their packaging suppliers.
• Importers must ensure packaging from outside the EU meets all standards and is properly documented.
• Distributors are responsible for keeping non-compliant packaging off the market.
• Waste operators require accurate data to enforce Extended Producer Responsibility (EPR) obligations.

Reliable and complete data is the foundation for proving compliance, tracking progress, and ultimately making packaging more sustainable, recyclable, and reusable.

The Risk of Non-Compliance with the EU PPWR

The risks of non-compliance with the EU PPWR go far beyond fines or administrative penalties. As early as August 2026, new substance restrictions on PFAS and heavy metals means that new non-compliant packaging cannot be placed on the EU market. By 2030, only recyclable packaging will be allowed on the EU market. This means that businesses using non-compliant packaging could lose access to the EU market altogether.

There’s also a growing expectation for transparency. As the PPWR introduces stricter reporting and labeling requirements, it will become clearer who is producing and using unsustainable or non-recyclable packaging.

Failing to comply can lead to reputational damage. Brands that fall short of new sustainability expectations risk losing consumer trust, facing negative media attention, or being dropped by retailers who are under pressure to meet their own sustainability commitments.

In short, staying ahead of the EU PPWR requirements isn’t just about avoiding penalties—it’s about protecting market access, maintaining brand reputation, and demonstrating leadership in sustainability.

Conclusion 

The EU PPWR marks a pivotal step toward a circular packaging economy. As deadlines approach, it is essential to understand the scope, risks, and responsibilities outlined in the regulation. 

With the amount of data required coupled with the complexity of PPWR, it can quickly turn into a spreadsheet jungle if you decide to go the manual route. Now is the time to investigate and invest in software solutions that allow you to stay ahead of regulatory requirements by collecting, managing, and validating that information.

By the way, this isn’t just a European trend. Countries around the world are moving in the same direction, with national policies aimed at cutting plastic waste and increasing producer responsibility. Examples include Canada’s Zero Plastic Waste Strategy, California’s Plastic Pollution Prevention and Packaging Producer Responsibility Act, Japan’s Containers and Packaging Recycling Law, and China’s Plastic Pollution Control Action Plan.

Get in touch with us to learn how we can help you stay compliant and future-ready.