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Last November, the European Parliament approved EU Regulation 2025/40—officially known as the Packaging and Packaging Waste Regulation (PPWR)—which affects the entire packaging lifecycle with compliance impacting packaging weight and volume as well as reusability and recyclability. On February 11, 2025, PPWR came into effect and began strongly with a clear message: The EU is done with wasteful, inefficient packaging.
What Is the PPWR? Who’s Impacted?
Although most of the requirements for PPWR will apply as of August 12, 2025, some will roll out through the next decade—giving businesses time to adapt, but not much. The regulation sets out to:
PPWR replaces the old Directive 94/62/EC and introduces uniform, enforceable rules across all EU Member States. “This isn’t just about packaging,” comments Jeff Wettersten, Vice President of Labels & Packaging at Keypoint Intelligence. “It’s about redesigning the system behind what we make, how we sell it, and what happens after.”
This regulation affects anyone involved in packaging: manufacturers, importers, distributors, retailers, and e-commerce platforms. If you put packaging on the market, it applies to you. That includes new rules on recyclability, refill systems, labelling, data reporting, and extended producer responsibility (EPR).
What really changes the game here is that producers are now responsible for the full lifecycle of the packaging they create, and it will need to be designed to meet new standards. Unnecessary bulk, non-recyclable materials, and misleading features will soon be a thing of the past. Businesses will need to reduce volume, change and reduce ink, simplify components, as well as shift toward reuse or recovery of materials.
Recyclability Becomes Mandatory
From January 1, 2030, only recyclable packaging will be allowed on the EU market. And recyclable doesn’t mean “technically possible”…it means 100% fully recyclable. To qualify, packaging must:
Packaging that isn’t truly recoverable through real-world systems will be phased out. Minimum recycled content levels will also apply with at least 50% of glass, 70% of paper and cardboard, as well as 25% of metal must include recycled content. These also aren’t recommendations—they’re requirements. Any company whose materials don’t meet these thresholds will not be compliant.
EPR, Standardization, and Transport Rules
Under PPWR, producers must:
This makes packaging recovery a core business responsibility. To avoid confusion and “greenwashing”, new labels must clearly show whether packaging is recyclable, compostable, or reusable as well as offer digital access to further recycling info (e.g., via QR codes). This means that false claims or vague eco-friendly branding won’t just raise eyebrows; they’ll trigger legal consequences.
In addition, transport and grouped packaging can’t exceed 50% empty space as of this year. That means packaging filled with air, oversized branding boxes, or excessive filler will become a legal and financial liability (and not just environmentally).
What’s Next
The PPWR is a regulatory overhaul that reshapes how packaging is designed, used, and accounted for across the EU. What this regulation demands is systemic change from packaging formats and material sourcing to labelling, logistics, and data management. Companies that take a reactive, last-minute approach will face operational disruption, compliance risk, and reputational damage. “The PPWR is not a suggestion—it’s a deadline” comments Peter Mayhew, Principal Analyst and sustainability expert for Keypoint Intelligence. “And the businesses that treat it like a strategy, not a scramble, will be the ones that stay ahead.”
Here’s what smart businesses can do:
There’s still time to adapt, but the clock is ticking. Businesses that act now can avoid disruption and penalties while positioning themselves as leaders in the next phase of sustainable packaging.
Want to Stay Ahead of the Curve?
Keypoint Intelligence offers industry-specific sustainability support, including:
Our consulting team can also deliver tailored insights on what your customers are asking for and how your competitors are responding. This gives you the clarity to make smart, informed decisions that align with PPWR.
Learn more about how we can support your packaging sustainability goals.
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