The EU's Packaging and Packaging Waste Regulation (PPWR) is already in force – and core obligations start applying in just a few months. If your business puts packaged goods on the European market, this one is for you.

Regulation (EU) 2025/40 entered into force in February 2025, replacing a 30-year-old directive with something far more ambitious. As a Regulation rather than a Directive, it is binding in its entirety and applies directly across all EU member states – giving every business operating in the European market a single, consistent set of packaging rules to follow.

What's changing, and when

The regulation rolls out in phases between now and 2040. The key milestones to have on your radar are:

• 12 August 2026 – Core provisions apply, including a ban on PFAS in food contact packaging.
• 2027 – Digital labelling via QR code begins.
• 2028 – Harmonised EU labelling required; void space rules for sales packaging take effect.
• 2029 – Deposit return systems for single-use plastic and metal beverage containers must be in place.
• 2030 – All packaging must be recyclable; mandatory recycled content targets and reuse quotas kick in; certain single-use formats banned.
• 2040 – Higher recycled content and reuse targets across all packaging types.

Who needs to pay attention

The scope is wide. Practically every actor in the supply chain has obligations under the PPWR:

• Manufacturers must ensure packaging design compliance and issue an EU Declaration of Conformity.
• Importers and distributors must verify supplier compliance and retain documentation for up to 10 years.
• Retailers and e-commerce platforms are in scope for reuse, labelling, and Extended Producer Responsibility (EPR) obligations.
• The HORECA sector faces specific reuse and refill requirements.

Get the full briefing

There's a lot to unpack – and a lot to do before August 2026. Our full briefing walks you through every major obligation, a step-by-step action checklist, and how to turn PPWR compliance into a strategic ESG advantage.

Register for free to the COVERE² platform to download our complete guide and understand your obligations, timelines, and next steps. Start preparing your organisation for PPWR today.