New European Packaging Regulation (PPWR): How Will It Impact E-Commerce and Traditional Commerce?
The European Union has taken a decisive step toward the circular economy with the Packaging and Packaging Waste Regulation (PPWR) , a regulation that will transform the design, use, and management of packaging across all sectors. In this article, we analyze its key implications for e-commerce , brick-and-mortar retail, and packaging companies, as well as the dates and penalties you should be aware of.
Key Changes to PPWR: Towards More Sustainable Packaging
The PPWR aims to reduce waste and encourage recycling through mandatory measures:
- Recyclable Design: All packaging must be 100% recyclable by 2030 .
- Recycled Materials: Required to include minimum percentages of recycled plastic (e.g. 65% for bottles in 2040 ).
- Disposable Restrictions: Unnecessary packaging, such as ultra-thin plastic bags, condiment single-serve containers, or mini bottles, is prohibited in hotels.
- Volume Reduction: Maximum 50% empty space in boxes and prohibition of over-packaging.
- Single Labeling: All packaging must include clear recycling instructions from August 2028 .
Obligations for E-commerce and Physical Stores
Businesses must adapt to stricter requirements:
E-commerce:
- Minimize materials and avoid empty space (maximum 50% per box).
- Use only recyclable packaging and packaging with recycled content.
- Participate in Extended Producer Responsibility (EPR) systems and appoint representatives in each EU country where they operate.
Physical Stores and Hospitality:
- It is prohibited to hand out single-use plastics (e.g., light bags).
- Offer reusable alternatives (e.g., allowing customer containers for takeout food at no additional cost).
- Informative labeling on all packaging.
Impact on Packaging Companies
The changes require innovation in products and processes:
- Review materials: Prioritize options that are free of hazardous chemicals (such as PFAS) and certified recyclable.
- Expand catalogs: Include reusable solutions (returnable containers, refill systems).
- Optimize logistics: Reduce empty space and label packaging correctly.
Adapting early not only avoids penalties, but also positions companies as leaders in sustainability, a value increasingly demanded by consumers.
Key Dates for Your Calendar
- February 2025: Regulations come into force.
- August 2026: Mandatory compliance with most regulations.
- 2027: Hospitality industry must allow reusable packaging from customers.
- August 2028: Harmonized labeling on all packaging.
- 2029: Beverage container return systems at 90% collection.
- 2030: All packaging must be recyclable and meet reuse targets (e.g., 40% reusable packaging in key sectors).
- 2040: Final goals: 65% recycled plastic in bottles and more ambitious reuse targets.
Penalties for Non-Compliance
The PPWR is binding across the EU, and Member States will impose graduated sanctions:
- Financial fines proportional to the seriousness of the violation.
- Product recall until non-compliance is corrected.
- Temporary ban on marketing non-compliant packaging.
Recommendations for Proactively Adapting
To comply with regulations and take advantage of business opportunities:
- Audit your catalog: Replace unsustainable materials with recyclable or reusable alternatives.
- Optimize logistics: Use custom boxes and returnable packaging systems.
- Comply with the ERP: Register for extended responsibility schemes and prepare for mandatory labeling by 2028.
- Train your team and clients: Educate them on good recycling and reuse practices.
- Get ahead of deadlines: Implement changes before legal deadlines to stand out as a leader in sustainability.
Conclusion: Sustainability is Now
The PPWR not only imposes legal obligations, but also redefines market expectations. Companies that adopt eco-friendly solutions before 2030 will not only avoid risks but also gain a competitive advantage in an increasingly conscious sector. Is your business ready for the change?
