PPWR - everything you need to know.
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PPWR - key information for your business
Regulation (EU) 2025/40, known as PPWR, introduces significant changes in the design, use, and reporting of packaging across the European Union. From 2030, all packaging placed on the market will have to be recyclable, which means the need to move towards simpler, more optimised, and environmentally friendly solutions. The new rules apply not only to manufacturers, but also to importers, distributors, and companies selling packaged products, including businesses in the e-commerce sector.
Key change: fees linked to the environmental performance of packaging
PPWR introduces so-called eco-modulation, a mechanism that links the level of fees to the environmental impact of packaging. In practice, this means that:
- the easier the packaging is to recycle, the lower the costs,
- the more problematic it is, the higher the fees.
- Packaging will be classified into three classes:
- A (≥95%) – the lowest fees,
- B (≥80%),
- C (≥70%) – the highest fees.
In the following years, the requirements will become even stricter, including the elimination of class C by 2038.
Key obligations for companies - PPWR
In order to continue selling products in the EU, companies will have to ensure that their packaging meets the new requirements, in particular:
- designing packaging for recycling, known as Design for Recycling,
- reducing the weight and volume of packaging,
- reducing empty space, with a maximum of 50% in e-commerce and transport packaging,
- using recycled materials,
- eliminating hazardous substances, such as PFAS,
- introducing appropriate packaging labelling.
Failure to meet these requirements may result in a ban on selling products on the EU market.
When do the changes come into force?
2026 – first obligations, including restrictions on selected substances,
2028 – publication of detailed technical guidelines,
2030 – mandatory recyclability of all packaging,
2035-2038 – further tightening of requirements.
It is worth emphasising that the regulations do not provide for a traditional transition period, so preparations should begin now.
What does this mean for your company?
The new regulations directly affect costs, operations, and business strategy. In particular, they may involve:
– a possible increase in packaging and logistics costs,
– the need to redesign current packaging,
– new reporting and organisational obligations,
– the risk of losing competitiveness if the company fails to adapt.
This applies especially to trading and e-commerce companies, where packaging is a key element of daily operations.
How to prepare for PPWR
Recommended actions include:
- analysing your current packaging portfolio,
- choosing a strategy, such as rapid transformation or gradual adaptation,
- optimising packaging formats and logistics,
- working with experts in eco-design and regulations.
PPWR – an opportunity, not only an obligation
Although PPWR introduces new requirements, it also creates opportunities to:
- build a competitive advantage,
- optimise costs in the long term,
- strengthen the brand image as environmentally responsible.
PPWR is one of the most important regulatory changes for the packaging market in recent years. Companies that begin preparations early will be better prepared for the new market reality and will avoid financial and operational risks after 2030.
FAQ
PPWR, or Regulation (EU) 2025/40, is a new set of rules on packaging and packaging waste in the European Union. It applies to manufacturers, importers, distributors, and companies selling packaged products, including online stores and e-commerce businesses.
From 2030, all packaging placed on the EU market will have to meet recyclability requirements. Packaging that does not achieve a minimum recyclability rate of 70% will not be allowed to be sold on the EU market.
Eco-modulation means that the level of fees will depend on the environmental impact of the packaging. The easier the packaging is to recycle, the lower the costs for the company. Packaging that is difficult to process will involve higher fees.
Companies will have to design packaging with recycling in mind, reduce its weight and volume, minimise empty space in packaging, use recycled materials, eliminate hazardous substances, and introduce appropriate labelling.
It is worth starting with an analysis of current packaging, checking its compliance with recyclability requirements, optimising packaging formats and logistics, and working with experts in eco-design and regulations. The earlier a company begins preparations, the easier it will be to reduce financial and operational risks after 2030.
