In recent years, packaging management has become a priority for EU environmental policies. The European Union has decided to introduce stricter regulations to reduce the environmental impact of packaging throughout the entire product life cycle. Many companies are now questioning what PPWR entails and the operational implications of the new EU regulatory framework.
The new PPWR packaging regulation, formally identified as EU Regulation 2025/40, introduces new rules for the management of packaging and packaging waste throughout the supply chain. The PPWR regulation is one of the pillars of the EU strategy for the circular economy. The goal is to reduce the volume of unnecessary packaging, increase material recyclability, and improve transparency of information throughout the supply chain.
Regulation PPWR 2025/40 introduces technical requirements, documentation obligations, and new liability systems for companies placing packaging or packaged products on the European market. This is a significant change for producers, importers, distributors, and brand owners.
For many companies, PPWR is not just a sustainability issue. It is primarily an operational matter involving supply chains, data management, and compliance processes.
What is the PPWR and why is it replacing the previous directive?
The European regulatory context is a useful starting point for understanding the significance of the PPWR.
In recent decades, packaging management has been regulated by Directive 94/62/EC on packaging and packaging waste. European directives set general objectives but leave it to Member States to transpose them into national legislation.
Over time, this approach has led to significant regulatory fragmentation. Each country has introduced different rules and management systems. For companies operating in multiple European markets, this has meant dealing with different and often complex requirements.
The PPWR packaging regulation was specifically created to address this regulatory fragmentation. Unlike a directive, a European regulation is directly applicable in all Member States without the need for national transposition. This means that the rules will be consistent across the European Union.
The PPWR introduces several strategic objectives:
- reduce the overall amount of packaging waste
- increase material recyclability
- promote the use of reusable packaging
- encourage the use of recycled materials
- improve transparency of information throughout the supply chain
According to the European Commission, every European citizen produces an average of almost 190 kg of packaging waste per year. This figure highlights the need for more effective regulatory action. For further information on European packaging regulations, please visit the official website of the European Commission.
The PPWR regulation is therefore a key tool for supporting the transition to a more efficient and sustainable circular economy model.
Who does the PPWR regulation apply to?
One of the most significant aspects of the legislation concerns its broad scope of application.
The new regulation applies to all packaging placed on the market in the European Union, regardless of the material used. This includes packaging made of plastic, paper, glass, metal, and wood.
The legislation involves various players in the economic chain.
Manufacturers
These are companies that produce packaging or packaged products under their own name or brand name. They are responsible for designing the packaging and providing the necessary technical documentation to demonstrate its compliance.
Producers
In the context of the PPWR, the producer is the economic operator who first places packaging or a packaged product on the European market. They are subject to Extended Producer Responsibility (EPR).
Importers
These are companies established in the European Union that place packaged products from third countries on the market. They must ensure that packaging complies with the requirements set out in the regulation.
Distributors
These are the economic operators who make packaging or packaged products available on the market. They must ensure that compliance documentation is available.
Essentially, the PPWR applies to all companies that sell packaged products on the European market. This also includes non-EU companies that export to the EU.
PPWR comes into force: key deadlines
EU Regulation 2025/40 formally came into force in February 2025. The operational provisions will begin to apply from 12 August 2026. From this date onwards, non-compliant packaging may no longer be placed on the European market.
This regulation is one of the major regulatory changes that will affect European companies in the coming years. In particular, many companies are already analysing the impact of PPWR 2026, the year in which the first operational provisions of the regulation will come into force.
The PPWR, which has now come into force, will be gradually implemented in several stages. The main deadlines are as follows:
- 12 August 2026: implementation of the first operational provisions
- 2027: definition of penalty systems by Member States
- 2028: introduction of mandatory labelling of packaging
- January 2030: strengthening of recyclability requirements
- by 2035: application of stricter criteria for packaging
The regulation also stipulates that packaging must be designed to be easily recyclable and compatible with large-scale recycling systems.
The official text of EU Regulation 2025/40 is available on the EUR-Lex portal, the database of European Union legislation.
What is changing for companies in practical terms?
The PPWR introduces numerous technical and organisational requirements for companies.
One of the main changes concerns packaging design. Packaging must comply with new sustainability and recyclability criteria:
- restrictions on hazardous substances in packaging
- material recyclability requirements
- minimum recycled material content targets
- reduction in packaging volume
- promotion of reusable packaging
The regulation also stipulates that companies must minimise unnecessary packaging and promote more environmentally efficient solutions.
Another key element concerns technical documentation. Companies will need to be able to demonstrate packaging compliance through detailed information on materials, composition, and performance. The legislation also introduces new requirements for the traceability of information along the supply chain.
Economic operators must share data with suppliers, customers, and competent authorities.
In addition, producers must register in national producer registers and comply with the extended responsibility systems provided for by the legislation.
Operational challenges for the supply chain
While the PPWR introduces technical requirements for packaging, it also creates significant operational complexity. Companies will have to manage a much larger flow of information and documents relating to packaging.
- The first critical issue concerns the collection of technical documentation. Up-to-date information on materials, recyclability, and recycled content will be required for each product or packaging item.
- The second concerns the traceability of information along the supply chain. Many organisations today manage this data in a fragmented manner across different business systems. ERP systems, procurement systems, and technical databases often do not communicate with each other.
- A further complexity concerns the exchange of information with suppliers and logistics partners. This aspect is particularly relevant for companies that handle large volumes of packaging and operate in multiple European markets.
For companies with international supply chains, managing compliance with PPWR packaging requirements requires greater data integration between business systems, suppliers, and logistics partners.
Finally, companies must be able to provide data to authorities and customers quickly and in a structured manner. In this scenario, it becomes essential to adopt digital tools capable of centralising and integrating product information.
Furthermore, organisations increasingly have to deal with multiple European regulations related to sustainability and supply chain traceability. In addition to the PPWR, regulations such as the EUDR (EU Deforestation Regulation) also require the collection and sharing of structured data along the supply chain. In such cases, an integrated approach reduces operational complexity and process duplication. Collaborative digital platforms enable coordinated management of documentation, product data, and supply chain information, facilitating communication with suppliers, customers, and competent authorities.
How to prepare for the PPWR?
Although many provisions will come into force in the coming years, companies should start preparing today. The new PPWR packaging regulation requires organisational changes that cannot be implemented quickly.
A first step is to map the packaging used. Companies must identify which packaging is used in different products and which suppliers are involved. They must then assess whether the packaging complies with the new regulatory requirements.
Another fundamental element concerns the collection and management of technical documentation. Companies should establish structured processes for requesting and updating information from suppliers.
Finally, it is important to evaluate the digital tools available to support these processes. PPWR compliance management requires strong integration between product data, supplier information, and technical documentation.
Conclusion
In the coming years, digital management of packaging information will become increasingly important in ensuring compliance with the PPWR and supporting more sustainable and efficient supply chain models.
The new EU packaging regulation introduces technical requirements and, above all, new obligations regarding transparency, documentation, and traceability throughout the supply chain. For companies operating in the European market, planning ahead means reducing the risk of non-compliance and managing the regulatory transition with greater control.
In this context, digital platforms for collaboration with suppliers and supply chain partners can support the structured management of data and documentation required by new European regulations.
Solutions such as those developed by Tesisquare enable integrated management of information flows, technical documentation, and communication with supply chain stakeholders, facilitating compliance with regulations such as PPWR and EUDR.
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