Europe changes the rules – PPWR applies from 12 August, ushering in a packaging revolution
From 12 August 2026, the European Packaging and Packaging Waste Regulation (PPWR) will begin to apply. The new legal framework introduces uniform rules across all Member States of the European Union, together with fundamental changes. For consumers, it will bring safer food packaging without harmful chemicals, an end to unnecessarily large boxes for online purchases, and clearer labelling of waste bins and packaging throughout the EU. It marks the beginning of a new era in which packaging becomes a valuable resource rather than future waste.
An end to fragmented rules and the emergence of a single European market
Until now, packaging legislation in the European Union has been governed by directives, which allowed Member States to interpret and apply the rules in their own way. The PPWR represents a fundamental shift: as a regulation, it applies directly and equally in all EU countries without the need for transposition into national law. “The adoption and start of application of the PPWR represents the most significant reform of waste management in the past decade. We are moving from a system focused primarily on how to sort and recover waste to one that systematically prevents waste from being generated in the first place, starting with packaging design. This is a clear signal to the market that sustainability is no longer merely a choice, but a prerequisite for operating in the European market,” explained Katarína Kretter, Director of Communications at ENVI - PAK, a producer responsibility organisation (PRO).
The Regulation applies to the entire life cycle of packaging: from the selection of raw materials and design through to collection, sorting, recycling and the reuse of waste. In doing so, it responds to statistics showing that packaging waste generation in Europe has steadily increased over the past decade. However, the changes will not affect only packaging manufacturers and processors. They will gradually also shape how consumers themselves perceive and use packaging.
The new rules will also affect everyday use of packaging
The PPWR will gradually become visible in consumers’ everyday lives as well. Perhaps the biggest change noticed by online shopping enthusiasts will be the end of huge boxes containing only a small amount of goods. E-shops and parcel delivery services will have to reduce “shipping air”. The Regulation sets a maximum empty-space ratio of 50% in transport packaging, reducing unnecessary cardboard and filling material. Another change will be the introduction of harmonised labelling for packaging and waste collection containers across the European Union. “Every package will clearly indicate what material it is made of and which collection container it belongs in. The same pictograms will also appear on waste containers in streets and at collection yards. In addition, with the introduction of the Digital Product Passport (DPP), consumers will have transparent information about origin, composition and environmental footprint readily available via a QR code on the packaging,” Katarína Kretter added. She noted that opportunities to use reusable packaging will also expand in the hospitality sector and in food retail, where businesses will be required to allow customers to take food or beverages away in their own containers. These changes are complemented by stricter food-packaging safety rules, including a ban on the use of per- and polyfluoroalkyl substances (PFAS) in packaging.
A stop to “forever chemicals”, harmonised labelling and the digital product passport
The above-mentioned ban on so-called “forever chemicals” – per- and polyfluoroalkyl substances (PFAS) – in packaging that comes into direct contact with food and is associated with serious health risks is among the most significant measures taking effect in practice on 12 August 2026. In the past, these synthetic substances were used mainly for their ability to repel water and grease, for example in paper fast-food packaging, pizza boxes and bakery packaging. In addition, EU countries will also see the harmonisation of labelling for packaging and collection containers. The European Commission is preparing implementing rules for uniform symbols and pictograms. In the future, every package will bear exactly the same symbol as the container into which it should be sorted, eliminating uncertainty when sorting waste both at home and abroad. “Another new feature is the rules on labelling and digital product passports. Standards will be introduced for digital data carriers (QR codes), allowing packaging to be linked to a Digital Product Passport and providing transparent access to information on composition and recycling,” said Katarína Kretter.
Timeline of the most important changes
The PPWR will be introduced in several stages so that manufacturers and retailers can adapt their technologies and packaging solutions:
| Milestone | Key measures and obligations |
| By 2028 | Design-for-recycling criteria: The European Commission will precisely define the technical criteria and packaging categories used to assess actual recyclability. |
| 2030 | Mandatory recyclability and ban on unnecessary packaging: All packaging on the EU market must be designed so that at least 70% of its weight is recyclable. A ban on selected single-use plastic packaging will take effect (e.g. individual condiment portions in restaurants and plastic film for fruit and vegetables up to 1.5 kg). A mandatory minimum recycled-plastic content will be introduced, along with a limit on empty space in transport packaging (max. 50%). |
| 2035 | Recycling at scale: Across the EU, packaging will have to be recyclable at the required scale. |
| 2038 – 2040 | Stricter recyclability classes and higher targets: A transition to the strictest recyclability grades (at least 80% of the packaging weight must be capable of being effectively sorted and recycled), together with higher mandatory shares of reusable packaging and recycled content. |
The PPWR is designed as a long-term transformation process with clearly defined milestones. Manufacturers and processors are being given a timeframe in which to adapt their production technologies.
A key turning point will come on 1 January 2030, when the requirement that all packaging placed on the EU market be designed to be recyclable takes effect. Packaging will be classified into recyclability classes A, B and C.
- Class A: ≥ 95% of the total packaging weight is recyclable material
- Class B: ≥ 80% to < 95% recyclable material
- Class C: ≥ 70% to < 80% recyclable material
Packaging in Class C that does not meet the minimum recyclability requirements will no longer be allowed to be placed on the market from 1 January 2038.
“The PPWR is not about one-off changes, but about a long-term, systematic transformation. It represents a shift in the approach to packaging – from its design through to the way it is handled after use. When developing new packaging solutions, manufacturers will have to take into account requirements for future recycling and compliance with European rules. In other words, a manufacturer that is not already thinking today about how its packaging will be recycled in four years risks losing access to customers,” added Katarína Kretter.
The path to a sustainable future
The start of application of the PPWR on 12 August 2026 is a milestone on Europe’s path towards a circular economy. Sustainable packaging is ceasing to be a premium feature reserved for selected products and is becoming a binding standard for the entire market. The expected result is a lower environmental burden, savings in primary raw-material resources and stronger protection of public health.
Further information on the Regulation on Packaging and Packaging Waste.