In recent years, the European Union has been consistently tightening environmental requirements for businesses. Following regulations on ESG, CBAM, sustainability reporting and new rules on the shipment of waste, another significant change is on the horizon. From 12 August 2026, Regulation (EU) 2025/40 of the European Parliament and of the Council on packaging and packaging waste will come into force (PPWR), which will replace the current Packaging Directive.
The new regulations have one primary aim – to reduce the volume of packaging waste and increase the rate of recycling and reuse of raw materials. The European Commission points out that packaging accounts for approximately 40% of consumption plastics and 50% of paper consumption in the European Union, whilst at the same time accounting for over a third of municipal waste. In the view of the EU institutions, the current model of packaging management is no longer sufficient to achieve the objectives of the circular economy.
Contrary to popular belief, the new regulations do not apply solely to packaging manufacturers. The obligations will apply to virtually all market participants who place packaged products on the European Union market. This includes manufacturers, importers, distributors, retailers, manufacturing companies, the e-commerce sector and entities that package their own products. In other words, almost every company that uses packaging in its operations will have to assess its compliance with the new requirements.
One of the most significant changes will be the requirement to design packaging in such a way as to enable it to be recycled effectively. From 2030, packaging that does not meet specific recyclability criteria will not be allowed to be placed on the market. Furthermore, from 2038, the requirements will be further tightened, and only packaging meeting higher recyclability classes will remain on the market. This means that current solutions will need to be reviewed and adapted to the new technical standards.
Another key element of the regulation is the restriction on the use of excessive packaging. Businesses will be required to minimise the weight and volume of packaging whilst maintaining its protective function. This will be of particular significance for online retail, where it is common to find situations in which a small product is dispatched in packaging many times larger than its actual size.
The Regulation also provides for a gradual increase in the proportion of recycled materials used in plastic packaging. In practice, this means that a market for high-quality recycled materials must be developed and demand for secondary raw materials must be increased. For the recycling industry, this may present new opportunities for growth, but at the same time it will lead to stricter quality requirements for recovered materials.
The new obligations will also cover documentation and compliance. Manufacturers will be required to prepare technical documentation and EU declarations of conformity confirming compliance with the requirements of the Regulation. In practice, this means that new control procedures will need to be implemented and data collected on the materials used and the packaging specifications.
Although there is still some time before most of the regulations come into force, businesses should not leave their preparations until the last minute. Adapting packaging, procurement processes, documentation and relationships with suppliers takes time. Companies that begin their analysis today will be able to plan the changes calmly and avoid costly measures implemented under time pressure.
The PPWR is not merely another piece of legislation imposing new obligations. It is part of a wider transformation of the European economy towards a model based on the efficient use of resources, waste reduction and maximising recycling. For some businesses, this will present an organisational challenge; for others, it will be an opportunity to build a competitive advantage. One thing is certain, however: virtually every entity operating in the European market will feel the impact of the new regulations.
RM – 13 June 2026
