What Is the PPWR and Why Does It Matter
The Packaging and Packaging Waste Regulation (PPWR) — Regulation (EU) 2025/40 — is the EU's most ambitious overhaul of packaging rules in decades. Unlike previous directives that each country transposed differently, PPWR is a regulation: it applies directly and uniformly across all 27 member states.
The regulation covers everything: what materials packaging can contain, how it must be labeled, how much empty space is allowed, which single-use formats will be banned, and what percentage of recycled content is required. The changes don't arrive all at once — they roll out in waves from August 2026 through 2030 and beyond.
The core numbers are sobering: Europe produces 26 million tonnes of plastic waste annually, 40% of which comes from packaging. Per-capita plastic packaging waste rose to 35.3 kg in 2023 — up 6.4 kg in a decade. The PPWR is the EU's response.
August 12, 2026: What Applies Right Now
PFAS Limits in Food-Contact Packaging
Packaging in contact with food may no longer be placed on the market if it exceeds PFAS concentration limits: 25 ppb for individual PFAS (targeted analysis), 250 ppb for the sum of PFAS, or 50 ppm for total fluorine content including polymeric PFAS. This affects paper-based fast-food containers, bakery wrappers, grease-resistant coatings, and similar products.
Environmental Claims Must Be Substantiated
Claims like "eco-friendly packaging" or "recyclable" on products now fall under Article 14 of the PPWR. They must be backed by technical documentation. Vague sustainability claims without proof are no longer permitted.
EPR Registration & Authorized Representative
Producers must register with national EPR schemes in every country where they sell to end users (Article 44). Additionally, anyone selling cross-border directly to end users must appoint an authorized representative in each such country (Article 45(3)). This applies to EU and non-EU sellers alike. For details, see our separate article on marketplace enforcement.
As of August 2026, some key implementing acts — including the methodology for PFAS testing and labeling specifications — have not yet been published by the European Commission. Companies must comply with the regulation as written, even though practical guidance is incomplete. Several member states, including Czechia, have called for a delay.
2027–2029: Reuse Obligations and Labeling
Customers' Own Containers at HORECA
Restaurants, cafes, and fast-food outlets must allow customers to bring their own containers for takeaway food and drinks — at no extra cost and with no less favorable conditions. They must also inform customers about this option at the point of sale.
Reusable Packaging + Harmonized Labels
From February 2028, HORECA operators selling takeaway food and drinks must offer a reusable packaging option within a reuse system. From August 2028, all packaging must carry harmonized EU labels indicating material composition, so consumers know which waste bin to use. For private-label products, this means redesigning packaging graphics.
Reusable Packaging Marking
Reusable packaging must carry a harmonized label identifying it as reusable, with QR code or digital link to information about the reuse system and collection points. For some packaging types, this will be the third wave of mandatory re-labeling.
January 2030: The Big Package
January 1, 2030 is when most consumers will first notice the changes. Several major requirements come into force simultaneously:
Recyclability Classes
All packaging must be designed for recycling and classified into categories A through E. Only classes A, B, and C will be allowed on the market. Packaging that cannot demonstrate recyclability will be unsaleable.
Minimum Recycled Content in Plastics
Plastic packaging must contain a set minimum percentage of post-consumer recycled material. The exact targets vary by packaging type and format, with further increases mandated for 2035 and 2040.
Packaging Minimization & 50% Empty Space Rule
All packaging must be designed to minimize weight and volume while maintaining functionality. Group, transport, and e-commerce packaging must not exceed 50% empty space. Filling materials like paper cuttings, air cushions, bubble wrap, and polystyrene chips count as empty space. For e-commerce sellers, this means no more oversized boxes stuffed with filler.
Single-Use Packaging Bans
From January 1, 2030, several single-use packaging types will be banned outright:
- Plastic bags for fresh fruit and vegetables under 1.5 kg
- Single-use packaging for food and drinks consumed on HORECA premises
- Small single-use hotel toiletries and cosmetic packaging
- Small single-use condiment sachets (ketchup, mustard, sauces)
What This Means for Your Business
The PPWR is not just an environmental regulation — it's a business regulation that will affect supply chains, product design, logistics, and costs across every industry that uses packaging. The financial impact is estimated at up to 54 billion euros across Europe.
EPR registration and authorized representative in every country where you sell (effective now). Packaging labeling redesign (2028). The 50% empty space rule for shipping boxes (2030). Recyclability requirements for all packaging (2030). These aren't optional — non-compliance means products cannot legally be placed on the market.
Complete PPWR Timeline
| Date | What Changes |
|---|---|
| Aug 12, 2026 | PFAS limits for food-contact packaging. Environmental claims regulation. EPR registration + authorized representative. Declaration of conformity. |
| Feb 2027 | HORECA must accept customers' own containers. National sanctions aligned with PPWR. |
| Feb 2028 | HORECA must offer reusable takeaway packaging. |
| Aug 2028 | Harmonized EU labels on all packaging (material sorting info). |
| Feb 2029 | Reusable packaging must be labeled with QR code and reuse system info. |
| Jan 1, 2030 | Recyclability classes (A/B/C minimum). Minimum recycled content in plastics. Packaging minimization. 50% empty space limit. Bans on single-use plastic bags, hotel miniatures, HORECA single-use. |
Need Help With PPWR Compliance?
ekoniq handles EPR registration, authorized representative services, and ongoing compliance reporting in 29 EU/EEA countries. We help e-commerce sellers and manufacturers navigate the regulatory landscape so you can focus on your business.
Contact Us