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) is the EU’s landmark legislation establishing a harmonized framework for the entire lifecycle of packaging to drive the EU’s transition to a circular economy. Officially published in the Official Journal, the PPWR entered into force on February 11, 2025 and will become broadly applicable on August 12, 2026. By working together, we can reshape packaging and develop labeling solutions that support the transition to a more circular economy.

Your partner in circular labeling

Your labeling choices play a key role in making your packaging as circular as possible. Our experts can help you make informed decisions to ensure compliance with the complex requirements of the PPWR, select materials aligned with design-for-recycling principles and strengthen your packaging performance and brand reputation.

The impact of PPWR

The PPWR is sprawling and complex. How does it impact your labeling choices?

All packaging must be recyclable

By 2030, all packaging placed on the EU market must be recyclable. 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 of 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 information can be found 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. 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, along with 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 January 1, 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 a 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.

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

Choose your label by packaging type

Flexible packaging

Your choice of labels for flexible packaging has a huge impact on the recyclability of your packaging and reducing waste.

Glass

Your choice of label for glass packaging plays an important role in reducing contamination and improving the glass recycling yield.

HDPE & PP

To make your HDPE and PP packaging for consumer goods as sustainable as possible, your choice of labeling is critical.

Paper and Cardboard

Visit our new paper and cardboard packaging webpage. Discover how to choose the right pressure-sensitive label

PET

Choosing the right label ensures your PET packaging is recyclable, supporting a circular economy and sustainability goals.

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