PPWR: The New European Packaging and Packaging Waste Regulation. What Does It Mean?

The PPWR will become mandatory from August onwards, and it will no longer be enough to ensure product compliance; packaging will also need to adapt to the new requirements.

What does the arrival of the new European Packaging Regulation imply?

This is one of the questions you are probably asking yourself as an economic operator, and that is perfectly normal. The PPWR, as it is commonly known (Packaging and Packaging Waste Regulation), is set to transform the way products are placed on the European market. Would you like to know when it will definitively enter into force? How could it affect your supply chain? Below, we explain the main aspects of this Regulation. Let’s get started!

What is the PPWR?

Let’s start from the beginning. The Regulation (EU) 2025/40 on packaging and packaging waste is the new legislation establishing harmonised requirements for all packaging marketed within the European Union.

Which regulations will it replace?

Clearly, it replaces Directive 94/62/EC on packaging and packaging waste (PPWD), a directive that had been in force since the 1990s and pursued the same objective: a common system for all Member States.

What are the differences between the PPWR and the previous Directive?

A very simple one: a regulation is directly applicable, meaning that all countries must comply with the same rules. As a result, there will no longer be so many national differences, providing greater legal certainty for companies operating internationally. As we will see, the Regulation applies to all packaging, regardless of the material used or whether it is supplied empty or contains products.

PPWR: Coming into force soon and more significant than you think

The PPWR entered into force on 12 February 2026, as confirmed by its publication in the Official Journal of the European Union on 22 January 2025. Despite entering into force, an 18-month transitional period was granted, which means that from 12 August 2026 compliance becomes mandatory. The preparation period is short. However, some obligations will be introduced gradually and compliance may be extended until 2038. Directive 94/62/EC proved insufficient, leading to all efforts being directed towards the introduction of the PPWR. The European Commission reached a clear conclusion: the previous legislation was not enough to curb the growth of packaging waste or drive the circular economy.

What is the objective of the PPWR?

Regulation (EU) 2025/40 on packaging and packaging waste has the following objectives:

• Waste reduction: one of its main goals. The EU aims to reduce the amount of packaging generated through reuse measures, packaging optimisation and prevention.
• Recycling optimisation: waste must be economically viable to recycle.
• Harmonisation across the EU: the PPWR seeks to ensure the free movement of goods throughout all Member States under the same regulatory requirements.

What changes does the PPWR introduce?

This is probably one of the questions you are asking yourself. What changes? How could it affect my operations? The most important aspects are the three pillars on which the Regulation focuses: design, manufacturing and placing products on the market.

Restrictions on single-use packaging

This type of packaging will be subject to a series of requirements depending on its environmental impact.

Improved packaging design

As mentioned earlier, the Regulation establishes that the design of packaging must be adapted to the volume and weight necessary to fulfil its intended purpose.

Recycling yes, but reducing too: the solution lies in refill systems

The Regulation establishes that, wherever possible, packaging should be refillable, significantly reducing the production of new packaging.

Post-consumer recycled plastic content in packaging

Certain plastic packaging must be manufactured using a percentage of post-consumer recycled plastic. This will increase demand for recycled plastic and reduce the use of virgin raw materials.

Recyclable packaging

And this is one of the main changes. All packaging must comply with the same criteria established by the EU. How will this be done? Through a classification system that will assess the performance of packaging based on its actual ability to be recycled in accordance with European waste management systems.

What should an importer know about the new Regulation?

The responsibility for placing packaging from third countries on the market and ensuring compliance with this new legislation lies with importers and not solely with manufacturers.

Prior conformity verification

Before placing a product on the market, the importer must verify that the manufacturer has carried out the appropriate assessments, that the technical documentation is complete, that identification and traceability requirements are met, and that the packaging can be marketed within EU Member States.

Declaration of conformity and technical documentation

As with most regulations, the relevant authorities may request the necessary documentation to demonstrate compliance. Therefore, the importer must ensure that all documentation has been collected and is readily available.

Identification of the responsible operator

Additional obligations apply regarding the identification of responsible operators within the EU. Traceability will be essential for demonstrating compliance with the legislation.

Extended Producer Responsibility (EPR)

In some cases, the status of producer may be assumed by the importer in accordance with national packaging legislation. What does this mean? That the importer will have to:

• Register with national systems.
• Meet reporting obligations.
• Finance waste management activities.
• Comply with Extended Producer Responsibility (EPR) schemes.

What impact will the PPWR have on customs operations?

Customs agents are not primarily responsible for ensuring compliance with the Regulation. However, they play a key role in enforcement.

Operational risks

If the Regulation’s requirements are not met, some of the following situations may occur:

• Additional documentary checks.
• Physical inspections.
• Delays in customs clearance and temporary detention of goods.
• Higher logistics costs.

In short, the PPWR relies on the market surveillance mechanisms available to the European Union.

What should you consider in your imports with the introduction of the PPWR?

The Regulation’s application is just around the corner, so there are key aspects you should keep in mind:

• Suppliers: they must provide information about the materials used, recyclability and conformity requirements.
• Documentation: gather supporting documentary evidence in advance.
• Traceability: identify the responsible operator within the European Union.
• EPR obligations: verify whether you need to register or comply with specific requirements in the countries where your products are marketed.
• Team training: everyone involved in the supply chain should fully understand the new PPWR obligations.

It’s time to act and comply with the PPWR

Without a doubt, complying with the new Regulation is one of the biggest challenges. Following regulations such as CBAM and EUDR, this is one of the regulations imposing the greatest documentation and traceability requirements on manufacturers, importers and logistics operators.