The PPWR Is Now in Force: What the New EU Packaging Regulation Means for Businesses

At the beginning of 2025, the new EU Packaging and Packaging Waste Regulation (PPWR) was adopted. Since 12 August 2026, the first binding requirements for companies within the European Union have come into effect. This marks an important step toward a more circular economy and more sustainable packaging. But what does this mean in practice for businesses? Which requirements already apply today, and what should companies prepare for in the years ahead?

The Packaging and Packaging Waste Regulation (PPWR) is the European Union’s new regulation on packaging and packaging waste. It replaces the previous EU Packaging Directive and, for the first time, establishes uniform rules across all Member States. Its overarching objective is clear: to reduce packaging waste, improve recycling processes, and keep valuable raw materials in circulation for longer. For businesses, this means that packaging will increasingly need to be assessed from a sustainability perspective. The focus is no longer solely on disposal, but also on the development and design of packaging from the outset.

Packaging volumes in Europe have been rising steadily for years. At the same time, resources must be conserved and climate targets achieved. Through the PPWR, the European Union is pursuing several key objectives:

• Reduce packaging waste
• Increase recycling and reuse
• Improve recycling rates
• Promote the use of recycled materials
• Reduce problematic substances in packaging
• Harmonize regulations across the EU

The regulation is intended to ensure that packaging becomes more environmentally friendly while maintaining a well-functioning European single market.

Not all PPWR requirements take effect at the same time. Many provisions will be introduced gradually through 2030 and beyond. Nevertheless, several important changes are already relevant for businesses today.

Stricter Requirements for Packaging Materials

Since 12 August 2026, new limits for PFAS substances in food packaging have applied. These so-called “forever chemicals” have been under scrutiny for years because they are highly persistent and can accumulate in the environment and living organisms. Companies must therefore ensure that their packaging complies with the new threshold values.

Increased Documentation Requirements

For many companies, this is likely to be the most significant practical change. Packaging must now be documented more comprehensively. This includes technical documentation and evidence demonstrating that the packaging complies with the regulation’s requirements.

New Responsibilities Across the Supply Chain

The PPWR also introduces new roles and responsibilities within the supply chain. Depending on whether a company manufactures, imports, or markets packaging under its own brand, different obligations may apply. This is particularly relevant for retailers and private-label businesses, which may face new compliance responsibilities.

What Does the New VerpackDG Mean for Businesses?

Alongside the PPWR, Germany’s new Packaging Law Implementation Act (VerpackDG) has also entered into force. It replaces the previous Packaging Act (VerpackG) and complements the European requirements with national provisions.

While the PPWR establishes the fundamental packaging requirements across the European Union, the VerpackDG governs their practical implementation in Germany. Together, both regulations form the new legal framework for packaging.

For many businesses, familiar processes will initially remain unchanged. These include, for example:

• Registration with the Central Packaging Register (LUCID)
• Participation in existing collection and recycling schemes

At the same time, the new legislation introduces changes regarding terminology, responsibilities, and documentation requirements.

Companies that import packaging or place products on the market under their own brand or private label should carefully evaluate their role within the supply chain. The specific obligations and responsibilities that apply will depend on this classification.

As a result, businesses must pay close attention not only to the European requirements of the PPWR but also to the national provisions of the VerpackDG. Early engagement with the new rules will help create the foundation for legally compliant and future-proof packaging solutions.

The current implementation milestone is only the beginning. Additional requirements affecting many businesses will follow in the coming years.

Recyclability Will Become Increasingly Important

Going forward, packaging should be designed from the outset to maximize recyclability. Material combinations that hinder recycling processes will come under increasing scrutiny.

More Recycled Content in Packaging

Especially for plastic packaging, higher proportions of recycled materials will be required in the future. This further increases the importance of sustainable packaging concepts.

Packaging Must Become More Efficient

Packaging optimization will also become a greater focus. Oversized packaging, unnecessary empty space, and avoidable material use should be reduced. The goal is to conserve resources, avoid waste, and improve transportation efficiency.

Why Companies Should Act Now

Although many PPWR requirements will only become mandatory over the coming years, businesses would benefit from reviewing their packaging solutions today.

The new requirements are not only about legal compliance. They also create opportunities to make packaging more sustainable, cost-effective, and resource-efficient.

Companies should already be asking themselves the following questions:

• Are our packaging solutions future-proof?
• Is there potential to reduce material usage?
• Can our packaging be made more recycling-friendly?
• Which regulatory requirements will affect us in the coming years?

Businesses that prepare early can avoid future time pressure and implement necessary changes gradually.

With the implementation milestone of 12 August 2026, the new EU Packaging and Packaging Waste Regulation has reached an important stage. The first PPWR requirements are now legally binding, and additional obligations will follow over the coming years.

This presents businesses with an opportunity to make their packaging strategies future-proof and prepare proactively for upcoming developments. Sustainability, recyclability, and resource efficiency will play an increasingly important role in the future. Companies that review and optimize their packaging strategies today will be best positioned for long-term success.

Would you like to understand how the PPWR affects your packaging operations? We would be happy to advise you on sustainable, compliant, and future-ready packaging solutions.