Packaging is the most visible part of any product, and across Europe it is becoming one of the most regulated. The new Packaging and Packaging Waste Regulation (PPWR) replaces the old Directive with a single rulebook that applies directly in every EU member state. It started applying on 12 August 2026, and the obligations land in stages through 2030 and beyond. Here is what brands need to know and how to prepare.
Why a Regulation, and why now?
The previous Packaging Directive was interpreted differently in each country, which meant different labels, fees and recycling rules for the same pack. The PPWR (Regulation (EU) 2025/40) removes that patchwork. The same requirements apply to everyone placing packaging on the EU market, whether they make it, fill it, import it or sell it online.
The main requirements
- Design for recycling — packaging will have to meet recyclability criteria, with the strictest requirements applying from 2030. Hard-to-recycle formats will face higher fees and eventually restrictions.
- Recycled content — minimum recycled content targets for plastic packaging from 2030, rising again in 2040.
- Substances of concern — limits on heavy metals, and a ban on intentionally added PFAS in food-contact packaging, applying from August 2026.
- Less packaging — maximum empty-space ratios for grouped, transport and e-commerce packaging, and targets to reduce packaging waste per person.
- Reuse and refill — reuse targets for certain categories such as beverages and transport packaging, and restrictions on some single-use plastic formats from 2030.
- Harmonised labelling — a common label showing the material composition to help people sort packaging correctly, phased in from 2028. Reusable packaging will also need to be labelled as such.
Digital information is part of the answer
The Regulation recognises that not everything fits on a label. Labelling information can be provided through a QR code or other digital carrier, and packaging that carries one has to link to accurate, up-to-date information. That is where a connected packaging approach helps: one code on the pack can show recycling instructions for the customer's own country, material composition, reuse and refill information and supporting compliance documents, and it can be updated without reprinting.
What about the UK?
The PPWR is EU law, so it does not apply in Great Britain, but UK brands that sell into the EU are covered. The UK has its own direction of travel. Extended Producer Responsibility (EPR) for packaging is already charging producers fees based on the type and weight of packaging they supply, with higher fees for materials that are hard to recycle. A Deposit Return Scheme for drinks containers is planned for October 2027. If you trade in both markets you will be meeting two sets of rules at once, so it pays to collect your packaging data once and use it for both.
A practical checklist
- Map your packaging — every pack format, its materials, weights and suppliers, by product.
- Check supplier declarations — you will need evidence for recycled content, substances and recyclability.
- Find the problem formats — multi-material, dark-pigmented or oversized packs are the ones most likely to cost you more or need redesign.
- Plan your labelling — decide how material and sorting information will be shown, and whether a QR code will carry the detail.
- Keep records — conformity documentation has to be available to authorities, and in many cases to customers.
How SmartLinks can help
SmartLinks gives every product and pack a connected page behind a QR code. You can publish recycling guidance, material information and compliance documents, update them whenever the rules or your packaging change, and see how customers use them. If you are working out how the PPWR affects your range, talk to the team and we will help you plan.
This article is a general overview, not legal advice. Check the full text of the Regulation and the guidance for your sector and markets.