The EU’s Packaging and Packaging Waste Regulation (PPWR) will reshape packaging requirements across Europe from August 2026, with major design and recyclability milestones by 2030. This article summarises what PPWR covers, the key obligations it introduces, and the timeline UK and international producers should be working to now.
What is PPWR?
The Packaging and Packaging Waste Regulation (PPWR) (Regulation (EU) 2025/40) is the EU’s new legal framework for packaging and packaging waste. It will apply from 12 August 2026 and will repeal and replace the Packaging and Packaging Waste Directive (94/62/EC), with limited transitional provisions.
UK businesses exporting packaged goods into the EU should prepare now, as PPWR requirements apply to all packaging placed on the EU market, including packaging imported from the UK
What are the Objectives of PPWR?
The regulations aim to decrease the quantities of packaging and waste created whilst reducing the use and reliance of primary raw materials and promoting the transition to a sustainable, circular and competitive economy.
The regulation aims to:
- Make recyclability the default: all packaging on the EU market recyclable by 2030 in an economically viable way.
- Drive higher recycled content in plastics while maintaining product safety and material quality.
- Reduce reliance on virgin materials and steer the packaging sector towards climate neutrality by 2050.
Scope
The PPWR applies to all packaging placed on the EU market and to all packaging waste, regardless of the material used. It covers packaging used across the full economy.
Including:
- Industrial
- Commercial
- Office
- Retail
- Service
- Household
- Or any other level
Ensuring a single, EU-wide framework for how packaging is designed, used, collected and managed at end of life.
Recycling Targets set under PPWR
PPWR includes EU recycling targets that Member States must meet for packaging waste generated, designed to drive higher recycling performance across the EU.
By 31 December 2030, a minimum of 70% of packaging waste (by weight) must be recycled, including the following material-specific targets:
- 55 % of plastic
- 30 % of wood
- 80 % of ferrous metals
- 60 % of aluminium
- 75 % of glass and
- 85 % of paper and cardboard.
When does the Regulation Apply?
The regulation entered into force on 11 February 2025 and applies from 12 August 2026.
Timeline of Key Dates
- 11 February 2025 – PPWR enters into force.
- 12 February 2026 – Commission deadline to adopt implementing acts on the format for producer register registration/reporting (Article 44).
- 25 February 2026 – Delegated Act concerning pallet wrappings and straps from 100% reuse requirements.
- 12 August 2026 – Application date of PPWR provisions.
– Substance restrictions (PFAS) (Article 5)
– Harmonised labelling for reusable packaging, recycled content, consumer sorting, and labels for waste receptacles (Articles 12 and 13)
- 31 December 2026 – Commission deadline to adopt implementing acts establishing methodology for calculating/verifying recycled content.
- 1 January 2030 – All packaging placed on the market must meet the EU recyclability requirements (Articles 6 and 7).
- 12 August 2034 – Commission evaluation of the regulation.
Preparing for PPWR
Although many of the technical details are still being finalised, the direction of travel is clear. Businesses placing packaging on the EU market should begin reviewing packaging formats, recyclability performance, and data availability well ahead of the 2030 requirements.
Clarity is supporting producers as the PPWR framework develops, helping businesses understand the implications for packaging design, data reporting, and future compliance obligations.
If you would like to discuss how PPWR may affect your business, you can schedule a short 30-minute guidance session with one of Clarity’s PPWR experts, to explore the key considerations and next steps. Simply complete the form below and we’ll be in touch.
