.app-navigation__wrapper--for-seo { display: block !important; }

Packaging and Packaging Waste Regulation (PPWR)

Selecting the right label can elevate the sustainability of your packaging. With the emergence of the EU’s Packaging and Packaging Waste Regulation (PPWR), navigating packaging sustainability and ensuring packaging solutions are ready for future requirements has become increasingly important.

Our sustainability experts stand ready to support label converters and packaging brand-owners throughout the labeling journey. With their guidance, businesses can better understand evolving packaging requirements and identify solutions that support recyclability, use of renewable materials and recycled content while maintaining operational performance. Together, we can help advance a more circular economy.

Download our PPWR statement for your documents of conformity

What is PPWR?

The European Commission is introducing the Packaging and Packaging Waste Regulation (PPWR) to address concerns surrounding environmental sustainability and waste management within the European Union.

This regulation aims to standardize and optimize the management of packaging materials and their associated waste streams to reduce environmental impact, promote recycling and foster a circular economy.

Packaging and Packaging Waste Regulation was published in the EU Official Journal in January 2025. The Regulation entered into force on February 11, 2025 and applies from August 12, 2026 throughout all EU countries, including imported packaging.

Some of the key objectives PPWR seeks to achieve are:

Enabling a circular economy is fundamental for the future of our planet

Packaging waste has increased by over 20% over the last 10 years in the EU, continuing to further increase by 19% by 2030 without proactive measures. For plastic packaging waste, the expected increase is 46%.

The CO₂ emissions attributable to packaging are equal to the total CO₂ emissions of a small to medium-sized EU nation.

Packaging pollution poses a significant threat to soil and land integrity, while also comprising nearly half of the total volume of marine litter.

Source: European Commission, Circular Economy: New rules on Packaging and Packaging Waste 2022

Packaging and Packaging Waste Regulation (PPWR) timeline

2025

PPWR entry into force

2030

Packaging must be designed for recycling, recycled content targets & material minimization requirements enter into force, first wave of reuse targets

2035

Packaging must be recycled at scale

2038

The lowest packaging recycling grade, grade C, will be banned

2040

Higher recycled content proportion requirements and second wave of reuse targets

How PPWR policies affect your packaging

All packaging must be recyclable

The change will take place in two steps:

All packaging must be Designed for Recycling (DfR) by 2030. Packaging recyclability will be graded on an A-C scale.
All packaging must be Recycled at Scale by 2035. Packaging can be separately collected, sorted and recycled.

The European Commission will define DfR criteria through secondary legislation in early 2028.

We follow the development of the criteria and are committed to innovating label materials that support packaging recyclability and compliance with evolving packaging requirements. Wash-off labels are a popular solution for improving packaging recyclability, but the ideal label choice depends on the packaging type.

Explore the packaging recyclability guide ebook

Download our packaging recyclability guide (PDF)

Recycled content targets for plastic packaging

The first round of PPWR recycled content targets for plastic packaging is due to come into effect in 2030. Different types of packaging will be subject to different target levels. Notably, exemptions are granted for compostable packaging and those designated for sensitive contact applications.

Secondary legislation will define the requirements for recycled content in plastic packaging, including calculation methods, approval of chemically recycled content and certification methods.

Recycled content will affect packaging costs through EPR schemes, where higher recycled content can lower EPR fees.

The Commission will also explore targets for bio-based plastics and replacing recycled content with bio-based materials.

We offer a selection of label material solutions designed to support circularity objectives through the use of recycled content and bio-based feedstocks while helping customers prepare for evolving packaging requirements.

Extended Producer Responsibility fees promote sustainable practices

Producers will be required to pay Extended Producer Responsibility (EPR) fees to offset packaging waste management expenses by 2028.

Fees will be calculated based on packaging recycling grade and the proportion of recycled content in plastic packaging.

By selecting label materials that support recycling, incorporate recycled materials and minimize material usage, businesses can help reduce EPR-related costs.

Minimizing the weight and volume of packaging

By 2030, manufacturers and importers will be required to ensure that packaging is designed to minimize both weight and volume.

Compostable packaging and labels

The main requirement of PPWR is to design packaging for recycling. However, there are a limited number of applications where compostability is required.

By 2028, sticky labels affixed to fruit and vegetables must comply with compostability requirements defined by PPWR policies.

Refillable and reusable packaging goals

By 2030, both alcoholic and non-alcoholic beverage sectors must ensure that a minimum of 10% of their products are offered in reusable packaging systems.

An aspirational PPWR target of 40% by 2040 has also been established.

Additionally, the HORECA sector must provide systems that allow consumers to bring their own containers for takeaway food and beverages.

Currently, there are no specific requirements established regarding reusable packaging labeling, but we are following the developments and will evolve our portfolio accordingly.

View our PPWR statement to support your documents of conformity

Pioneering sustainable labeling expertise as your labeling partner

We help label converters navigate evolving sustainability requirements and identify label material solutions that support packaging recyclability, circularity and compliance objectives.

With deep expertise in adhesives, labeling materials, sustainability and regulation, we work together with customers to help prepare for changing packaging requirements and future market expectations.

Looking for label materials designed to support recyclability goals?

Explore the UPM ProCycle™ portfolio

More information regarding PPWR policies and their effects

Learn more about the PPWR policies in action

Story | 04/16/2025 06:15:52 | 4 min

Exploring the impacts of PPWR – Product design perspective

Story | 11/26/2024 08:35:39 | 3 min

Your Questions Answered on the PPWR: Plastic Packaging Recyclability and Labeling Impacts

Story | 07/16/2024 06:16:24 | 11 min