From Legal Duties to Practical Steps
The EU Packaging and Packaging Waste Regulation (PPWR) came into force on 11 February 2025, and its general provisions will apply from 12 August 2026. It replaces the old Packaging Directive (94/62/EC) and introduces stricter, harmonized rules across Europe on the recyclability of packaging, reusable packaging quotas, recycled content, and sustainable packaging design. The regulation applies to all companies placing packaging on the market, including producers, importers, and retailers. Companies will need to meet recycled content quotas, ensure correct labeling, guarantee recyclability, and comply with changes in Extended Producer Responsibility (EPR), including a new definition of “producer.” Those who are unprepared risk penalties, sales bans, or significant administrative costs.
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