All eyes on design for recycling
A crucial next step will be the development of detailed design-for-recycling criteria and related technical requirements. These will help determine how packaging is assessed for recyclability and how different packaging components, including labels, affect that assessment. Work is already underway at standards level, including through CEN and CENELEC, to support more consistent guidance for packaging design and recycling across the EU.
For the labeling industry, these criteria will be particularly important. Labels can support packaging identification, branding and consumer information, but they can also influence whether packaging can be effectively sorted and recycled. The right label choice depends on the packaging material, decoration method, adhesive, ink system and intended recycling stream.
As the technical framework develops, companies should avoid assuming that a label is “recyclable” in isolation. A more accurate approach is to assess whether the complete packaging system, including the label, is compatible with the relevant recycling stream and applicable guidance.
Design-for-recycling standards for plastic packaging are available through CEN and CENELEC. As criteria and guidance continue to develop for other materials, companies should monitor updates and assess how they may affect packaging components, including labels.
A catalyst for better packaging decisions
The PPWR is not only a compliance challenge. It is also a catalyst for more consistent, data-led packaging decisions across the EU.
For businesses, the priority now is proactive engagement and strategic planning. Waiting until requirements apply may create unnecessary risk, especially where packaging changes require testing, qualification, customer approval or supply chain adjustments.
At Avery Dennison, we work with stakeholders across the packaging value chain, including manufacturers, converters, brands, recyclers and industry associations. Our goal is to help customers evaluate label materials and constructions in the context of their packaging format, regulatory obligations and end-of-life objectives.
We also participate in relevant industry discussions and initiatives, including work with organizations such as RecyClass and 4evergreen. These forums play an important role in shaping technical guidance, improving industry alignment and supporting more consistent packaging assessments.
With expertise across packaging formats including PET, HDPE, glass, paper and cardboard, our teams can help customers review label options and identify solutions that are better aligned with specific packaging and recycling requirements.
