If your company sells products in Europe, you should be familiar with the Packaging and Packaging Waste Regulation (PPWR), one of the most significant EU packaging regulations, which is effective across the European Union as of August 12, 2026. The regulation applies to packaging sold within the EU, including anything imported from outside Europe. That means U.S.-based brands that sell products into Europe may be affected, even if their packaging is designed and produced elsewhere.
What is PPWR?
PPWR was introduced to create a more consistent approach to packaging requirements across the European Union. The regulation covers all packaging placed on the EU market and applies to all packaging waste, regardless of material type.
The goals of this legislation will sound familiar to many packaging professionals: improve recyclability, reduce unnecessary packaging, increase recycled content, encourage reuse, and strengthen producer responsibility.
What Will PPWR Require?
The regulation introduces several expectations that could affect how packaging is designed and sourced, with requirements phasing in over time.
Packaging Must Be Recylable
PPWR establishes recyclability requirements for packaging.
Certain Plastic Packaging Will Require Minimum Recycled Content
Minimum recycled content requirements will apply to specific plastic packaging categories. The required percentage varies by packaging type and increases over time.
Weight and Volume Must Be Justified
By January 1, 2030, packaging must be designed so that its weight and volume are reduced to the minimum necessary to perform its intended function. Features that only increase the perceived size of a product, including false bottoms and double walls, are specifically addressed.
Reuse and Refill are Becoming More Important
Alongside recyclability requirements, PPWR introduces reuse and refill targets for certain packaging applications.
Accountability Extends Beyond Point of Sale
Extended Producer Responsibility (EPR) requirements place greater emphasis on how packaging is managed throughout its life cycle.
While many of these requirements will phase in over several years, packaging changes can take significant planning. Material changes, artwork updates, supplier coordination, testing, and inventory management all require time, especially for brands selling products across multiple markets.
How PPWR Affects Labels
The regulation specifically states that labels hung directly on or affixed to a product are considered packaging. That means decisions about label materials, adhesives, and overall package compatibility may become part of broader compliance discussions. Documentation from label suppliers and other packaging partners may also play a larger role as companies evaluate packaging components against future requirements.
Beyond material considerations, PPWR includes labeling provisions intended to support sorting, recycling, and consumer understanding.
Why U.S. Brands Should Pay Attention to EU Packaging Regulations
Even if your products are not sold in the EU, it’s worth staying informed on PPWR.
Many themes that show up in this regulation are already prevalent in packaging conversations across the United States. Several states have already enacted EPR legislation, creating new compliance and reporting requirements for producers.
PPWR is not a blueprint for future U.S. regulations, but it does provide insight into the direction of global packaging policy. Across markets, there is a growing emphasis on recyclability and waste reduction, transparency, and accountability.
Looking Ahead
If your brand sells into Europe, you should understand how PPWR affects your packaging strategy. For those who don’t, the regulation still highlights an important trend: expectations for transparency, recyclability, and packaging performance continue to grow across global markets.
Understanding the materials in your packaging, including labels, and maintaining stronger documentation can help position your business for changing requirements in Europe and beyond.
Need to update your packaging for compliance? Steinhauser can help you navigate label material options and packaging requirements as part of the process.