Over the past few months, I've been having a recurring conversation with our clients, especially those operating across Europe. Whether it's a food startup in one part of Europe or a global pharma brand headquartered in other, the question is always the same: “How do we stay compliant—and stay competitive—with PPWR?”

When one of our clients called us just a week after the Packaging and Packaging Waste Regulation (PPWR) came into effect in February, their concern wasn't just about fines or penalties. It was about rethinking their entire packaging strategy to align with the future of sustainable compliance. If you're navigating similar questions, here's a breakdown of what PPWR 2025/40 really means—and what smart businesses are doing about it.

Understanding PPWR 2025/40

The European Union's PPWR 2025/40 represents a major shift in how packaging is regulated. Unlike the previous Directive 94/62/EC, PPWR is a regulation—meaning it applies uniformly across all EU member states. No country-level interpretation. No delays in adoption. Just one consistent framework designed to accelerate a circular packaging economy.

Here's what the regulation is trying to achieve:

• Reduce Packaging Waste: Cut down excess volume and unnecessary weight.
• Enhance Recyclability: Ensure all packaging meets minimum recyclability standards by 2030.
• Increase Reuse: Encourage the adoption of reusable packaging systems.
• Incorporate Recycled Content: Set recycled content targets for plastic packaging.
• Harmonize Regulations: Create consistency across all EU countries.

Critical Compliance Deadlines

If you're mapping out a multi-year packaging roadmap, these are the dates that need to be front and center on your compliance calendar:

Extended Producer Responsibility (EPR) Under PPWR

We've seen firsthand how Extended Producer Responsibility (EPR) continues to evolve under PPWR. At its core, it's about shifting the full lifecycle responsibility to the producers—from packaging design to waste management and end-of-life processing.

Here's what that means in practice:

• Registration: You must register with the authorities in each EU country where your packaging is sold.
• Fee Modulation: EPR fees are now tied to the recyclability and sustainability of your packaging.
• Data Reporting: You'll be expected to report materials, volumes, and recycling data regularly and accurately.

Design for Recycling (DfR) and Recyclability Standards

By 2030, every piece of packaging needs to be designed with recyclability in mind. This isn't just about using 'recyclable' materials—it's about ensuring that your packaging can be collected, sorted, and reprocessed within existing systems.

What we often advise clients to focus on:

• Choose mono-materials where possible.
• Avoid toxic adhesives, inks, and components that hinder recycling.
• Make disassembly intuitive and feasible at scale.

Recycled Content and Material Restrictions

PPWR puts a firm spotlight on reducing reliance on virgin plastic. It also bans substances that are known to pose risks to human health or the environment.

What's changing:

• Recycled content is now mandatory—25% for non-food plastic packaging, and 10% for food-contact packaging by 2030.
• From August 12, 2026, PFAS will be banned in all food contact packaging.
• Heavy metals like lead, cadmium, mercury, and hexavalent chromium must not exceed 100 mg/kg in packaging materials.

Labeling and Consumer Information

We've worked with clients to update their packaging labels in advance of the 2028 deadline—and one thing is clear: transparency is no longer optional.

PPWR mandates standardized, easy-to-understand labeling, including:

• Clear material identification on-pack
• QR codes or digital access to recycling instructions
• Harmonized waste bin symbols to guide disposal behavior

Strategic Steps for Compliance

So, how should your business respond? Here's what we're recommending:

• 1. Conduct Packaging Audits: Assess current packaging materials and designs against PPWR requirements.
• 2. Redesign for Compliance: Collaborate with packaging experts to develop recyclable and reusable packaging solutions.
• 3. Engage with EPR Schemes: Register with national EPR programs and understand fee structures.
• 4. Implement Tracking Systems: Establish systems for monitoring packaging materials, volumes, and waste management practices.
• 5. Educate Stakeholders: Train internal teams and supply chain partners on PPWR obligations and best practices.

Conclusion

PPWR 2025/40 isn't just another regulatory hurdle, it's a call to transform how we think about packaging. We've seen that early movers not only avoid compliance risks but also build consumer trust and unlock long-term cost savings.

If your team is still figuring out the way forward, we're here to help. We've supported businesses at every stage of their compliance journey—from diagnostics to implementation.

Need Assistance with PPWR Compliance?

Let's work together to build a packaging strategy that's future-ready. Reach out to our team to explore how we can support your compliance goals.

Download Our PPWR Compliance Guide

For a concise summary of the regulation and actionable next steps, download our detailed guide. -

Further Reading:

EU Packaging Waste - European Commission

PPWR Timeline & Compliance Phases

Note: This blog is intended for informational purposes only and does not constitute legal advice. For specific guidance, consult with a legal professional or regulatory expert.