The Packaging and Packaging Waste Regulation

The Packaging and Packaging Waste Regulation

Driving circularity in the packaging industry

The Packaging and Packaging Waste Regulation (PPWR), which supports the EU’s goal to become climate neutral by 2050, has officially been published in the Official Journal of the European Union. The Regulation entered into force on the 11th of February 2025 and its requirements will be applicable from 12th of August 2026. If we work together, we can reshape packaging and develop sustainable labeling solutions that enable the transition to a circular economy.

Your partner in
sustainable labeling

To make your packaging as sustainable as possible, your choice of labeling is critical. Our team of sustainability experts is here to help you make informed decisions, ensuring your labeling materials comply with the complex requirements of the PPWR, reduce your environmental footprint, and empower your business to achieve its goals.

The impact of PPWR on label materials

The PPWR is sprawling and complex. Here we break down the
measures that have a direct impact on your labeling choices:

All packaging must be recyclable

All packaging placed on the EU market must be recyclable by 2030. The PPWR aims to create consistency in packaging recyclability through mandatory Design for Recycling (DfR) guidelines. These will include rules on label facestocks and adhesives, which can enable recycling of packaging made from materials like plastic, cardboard, and glass.
Packaging recyclability will be assessed at the level of the packaging unit based on the DfR criteria and will be expressed in performance grades A, B or C in terms of weighting. In 2030, only packaging that is at least 70% recyclable (grade C) by weight will be allowed on the EU market. More detail is exemplified in Annex II of the PPWR.

Labeling solutions can support the recycling of PET packaging by washing off during the recycling process.

Packaging and packaging waste regulation

Recycled content targets for
plastic packaging

Each plastic part representing more than 5% of total packaging weight must contain a minimum percentage of recycled content. For example, contact sensitive PET packaging must have 30% recycled content by 2030 and 50% by 2040.
Plastic parts representing less than 5% of the weight of the packaging unit are exempted from meeting recycled content targets. As such we expect that a large majority of pressure-sensitive labels will be exempt. Nonetheless labeling materials can help brands achieve their sustainability goals.
Pressure-sensitive labels containing recycled content are available for a variety of applications and a variety of source materials, such as filmic labels made with post-consumer waste.

Targets for reusable
and refillable packaging

Mandatory targets for reusable packaging have been introduced for transport packaging, grouped packaging and beverage packaging from 1 January 2030. While 2040 targets have also been established, they are not mandatory. For example, for beverage packaging, the European Commission has established a mandatory target of 10% reusable packaging by 2030 and non-mandatory target of 40% reusable packaging by 2040.

Our labels support various reuse models. According to the type of reuse system in place, they can either be released at each washing cycle or permanently adhere to reusable packaging through multiple wash cycles. Labels can also enable the tracking and collection of reusable packaging via data carriers such as QR codes and RFID tags.

Harmonized extended producer responsibility schemes

Producers will be required to pay Extended Producer Responsibility (EPR) fees to cover the cost of managing their waste. These fees will be modulated based on the recyclability grade (A, B or C) of each packaging unit.
Labeling choices can have a significant impact on the fees you must pay under EPR schemes. For example, labels that are made with less material or that enable recycling can significantly reduce your packaging tax.

This web page was updated March 2025. For specifics on PPWR, please refer to the official text.

PPWR requirements timeline

Ban on PFAS in food contact packaging above certain limits

Sticky labels for fruits and vegetables must be industrially compostable

Packaging must be within recyclability grades A, B, C and meet 2030 reuse and recycled content targets

Packaging must be recyclable* at scale and within recyclability grades A, B or C

Packaging must be recyclable* at scale and within recyclability grades A or B

Packaging must comply with 2040 recycled content targets

Key dates for secondary legislation

While the PPWR establishes key implementation dates for these
requirements, secondary legislation will provide the detailed rules
and methodologies needed to achieve them.

Methodology for harmonized labels, labeling requirements (including digital labels) and packaging material composition

Methodology for calculation and verification of recycled content percentage

Publication of rules on the minimum number of rotations for reusable packaging

Publication of rules for calculating reuse targets

Publication of Design for Recycling criteria on recyclability performance grades and framework for EPR modulatio

*Collected, sorted and recycled at a high rate

More PPWR insights

LinkedIn article by Emilie Bartolini: Beyond adoption: PPWR secondary legislation takes center stage

LinkedIn article by Emmanouil Gitsis: Glass packaging in the context of PPWR—Opportunities and challenges

LinkedIn article by Emilie Bartolini: Theory versus Praxis for Europe’s Packaging Future

LinkedIn article by Emmanouil Gitsis: The 2025 Packaging Enigma: Ambitious Targets vs. On-the-Ground Reality

LinkedIn article by Alena Maran: What is sustainable packaging?

PPWR: current state, immediate impact and what happens next

Additional resources

Article

Packaging Insights: Data-driving the PPWR

As the PPWR draws nearer, Avery Dennison Ecosystem Engagement Manager Monica Gross discusses harmonization and the challenges and opportunities ahead.

Learn more

Webinar

Packaging Europe webinar: Reuse in action

Our colleagues Nataliya Malhanova and Noam Assael join a discussion on steps we need to take to ensure reusable packaging is as scalable and sustainable as possible.

View it now

Guide

Sustainable labeling solutions guide

We’ve pioneered a wide range of solutions that improve recyclability, enable packaging reuse, and reduce consumption of natural resources. View them all here.

Download the guide

Stay updated

Keeping up with the evolution of the PPWR and figuring out what
you need to do is a challenge, but we are here to help. We will keep
you updated as the Regulation takes shape and work with you to
develop packaging that supports the goals of the PPWR as well as
your business.

Materials

Types of packaging

Digital

Tools

Services

Driving circularity in the packaging industry

Your partner in
sustainable labeling

The impact of PPWR on label materials

All packaging must be recyclable

Recycled content targets for
plastic packaging

Targets for reusable
and refillable packaging

Harmonized extended producer responsibility schemes

PPWR requirements timeline

Key dates for secondary legislation

More PPWR insights

LinkedIn article by Emilie Bartolini: Beyond adoption: PPWR secondary legislation takes center stage

LinkedIn article by Emmanouil Gitsis: Glass packaging in the context of PPWR—Opportunities and challenges

LinkedIn article by Emilie Bartolini: Theory versus praxis for Europe’s packaging future

LinkedIn article by Emmanouil Gitsis: The 2025 packaging enigma: ambitious targets vs. on-the-ground reality

LinkedIn article by Alena Maran: What is sustainable packaging?

PPWR: current state, immediate impact and what happens next

Unpacking the Packaging and Packaging Waste Regulation

Packaging Europe podcast: How Avery Dennison prepares for PPWR