The Packaging and Packaging Waste Regulation

The Packaging and Packaging Waste Regulation

Driving circularity in the packaging industry

The packaging industry is undergoing a major shift as the Packaging and Packaging Waste Regulation (PPWR), which supports the EU’s goal to become climate neutral by 2050, was adopted by the European Parliament on April 24. 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 2030, only packaging that is at least 70% recyclable by weight will be allowed on the EU market (see Annex II of the adopted PPWR text).

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 of the packaging 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

Targets will be introduced for reusable packaging for different sectors from January 1st 2030. For example, for non-alcoholic beverage bottles, the European Commission has proposed targets of 10% reusable by 2030 and 25% by 2040, however the 2040 targets are not binding.

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 are adjusted to incentivize more recyclable packaging and penalize less environmentally friendly alternatives.
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 tax bill.

*Note: The measures listed are accurate as of April 24, 2024, following formal adoption by the European Parliament. A corrigendum procedure will run through the summer, with a final vote by the European Parliament and Council of Ministers expected for after the summer. The latter are to be considered a formality and the above provisions can thus be considered final.

PPWR timeline

While the details of the PPWR are still under discussion, we do have
a rough timeline of when various parts of the legislation will go into
effect and when other changes will take place.

PPWR enters into force after final votes by the European Parliament and Council of EU

European Commission to publish a methodology for calculating and verifying the percentage of recycled content in packaging

Only packaging with recyclability performance grades A, B or C will be allowed to enter the market. Packaging must comply with the first wave of reuse and recycled content targets

Packaging must be “recyclable at scale”, that is, collected, sorted, and recycled at a high rate

Only packaging with recyclability performance grades A or B can be placed on the market

Packaging must comply with the second wave of recycled content targets

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 timeline

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