At the end of 2024 a major change is on the horizon: the Packaging and Packaging Waste Regulation (PPWR) will become reality. With this new EU regulation, the European Union intends to make packaging more sustainable and binding across Europe. What had previously been national directives will now apply directly to all 27 Member States — and therefore to manufacturers, retailers and online shops alike.
Why the PPWR is coming
Packaging is indispensable in everyday life — yet it causes large amounts of waste. The new regulation aims to change that. The goal is to conserve resources, avoid waste and build a functioning circular economy. To that end, the PPWR obliges companies to consistently align their packaging design with sustainability and recyclability.
The most important goals at a glance
Less packaging waste:
By 2025, 65% of all packaging should be recycled; by 2030, the rate rises to 70%. Additional target values apply to materials such as plastic, glass, metal and paper.Design for recyclability:
Packaging must be easily separable and fully recyclable. Unnecessary secondary packaging or oversize outer cartons should be avoided.More recycled material, less single-use:
The use of post-consumer recycled material (PCR) becomes mandatory. At the same time, certain single-use packaging will be gradually banned.Transparent labelling:
Packaging must clearly show how it should be disposed of correctly — so that recycling does not fail at the consumer.Extended producer responsibility (EPR):
Manufacturers will henceforth bear responsibility for the entire lifecycle of their packaging — from design, through use, to disposal.
Timeline and deadlines
Autumn 2024: Finalisation of the PPWR
+ 18 months: Entry into force of the regulation (expected in 2026)
By 2030: All packaging on the EU market must be recyclable
From 2035: Manufacturers must prove that their packaging is actually recycled
What this means for online retailers
The PPWR affects not only packaging manufacturers, but also e-commerce. Clear requirements for shipping packaging apply in future:
Design oriented toward recycling — materials must be separable and purely recyclable
Empty space ratio maximum 50% — excessive filling material or air cushions are taboo
No artificial volume enlargement — through double bottoms or oversized cartons
Minimisation of chemicals and printing inks — in order not to hinder recycling processes
In addition:
Those who distribute products under their own brand or design packaging must register in a national register (e.g., LUCID in Germany) and regularly report. In the case of cross-border shipping, an authorised representative is required in each country.
What this means for companies
The new EU packaging regulation PPWR is far more than a mere adjustment of existing rules — it is a restart for the entire packaging market. Companies that adjust early to the new requirements can reduce costs, produce more sustainably and strengthen their brand image. Those who wait risk delivery problems, additional costs and fines.
Now is the right time to review your own packaging portfolio and gradually become PPWR-compliant.
