In brief
The key change: fees based on how environmentally friendly the packaging is
PPWR introduces so-called eco-modulation, a mechanism that ties the level of fees to the packaging's environmental impact. In practice this means that:
• the easier the packaging is to recycle, the lower the cost,
• the more problematic it is, the higher the fees.
Packaging will be classified into three classes:
A (≥95%) – the lowest fees,
B (≥80%),
C (≥70%) – the highest fees.
In the following years the requirements will be tightened further (including the elimination of class C by 2038).
The key obligations for companies — PPWR
To continue selling products in the EU, companies will have to ensure that their packaging meets the new requirements, in particular:
• designing packaging for recycling (Design for Recycling),
• reducing the weight and volume of packaging,
• reducing empty space (max. 50% in e-commerce and transport),
• using recycled materials,
• eliminating hazardous substances (e.g. PFAS),
• introducing appropriate packaging labelling.
Failure to meet these requirements may result in a ban on selling products on the EU market.
When do the changes take effect?
2026 – the first obligations (including restrictions on selected substances),
2028 – publication of detailed technical guidelines,
2030 – the requirement for all packaging to be recyclable,
2035–2038 – further tightening of requirements.
It is worth stressing that the rules do not provide for a classic transition period — preparations should begin now.
What does this mean for your company?
The new regulations have a direct impact on costs, operations and business strategy. In particular:
– a possible rise in packaging and logistics costs,
– the need to redesign current packaging,
– new reporting and organisational obligations,
– the risk of losing competitiveness without adapting.
This applies especially to retail and e-commerce companies, where packaging is a core part of the business.
How to prepare for PPWR?
Recommended actions:
• analysing your current packaging portfolio,
• choosing a strategy (rapid transformation vs. phased adaptation),
• optimising packaging formats and logistics,
• working with experts in eco-design and regulation.
PPWR — an opportunity, not just an obligation
Although PPWR brings new requirements, it also creates opportunities:
• building a competitive advantage,
• optimising costs over the longer term,
• strengthening the brand's image as environmentally responsible.
PPWR is one of the most important regulatory changes for the packaging market in recent years. Companies that start preparing early enough will be better ready for the new market reality and will avoid financial and operational risks after 2030.
Frequently asked questions
PPWR — Regulation (EU) 2025/40 — is a new set of rules on packaging and packaging waste in the European Union. It covers producers, importers, distributors and companies that sell products in packaging, including online shops and e-commerce businesses.
From 2030, all packaging placed on the EU market will have to meet recyclability requirements. Packaging that does not achieve at least 70% recyclability will not be allowed to be sold on the EU market.
Eco-modulation means that the level of fees will depend on the packaging's environmental impact. The easier the packaging is to recycle, the lower the cost for the company. Packaging that is hard to process will incur higher fees.
Companies will have to design packaging with recycling in mind, reduce its weight and volume, cut the empty space in packaging, use recycled materials, eliminate hazardous substances and introduce appropriate labelling.
It is worth starting with an analysis of your current packaging, checking its compliance with recyclability requirements, optimising packaging formats and logistics, and working with experts in eco-design and regulation. The sooner a company begins its preparations, the easier it will be to limit financial and operational risks after 2030.
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