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The Packaging and Packaging Waste Regulation (PPWR) is a landmark piece of legislation introduced by the European Union to tackle the growing environmental impact of packaging. Unlike previous directives, the PPWR is a binding regulation, meaning it applies uniformly across all EU Member States without requiring national transposition. Its core aim is to reduce the environmental footprint of packaging by promoting reduction, reuse, and high-quality recycling.

Covering the entire packaging lifecycle—from design and production to disposal—the PPWR is a central pillar in the EU’s shift toward a circular economy. It sets out clear targets and requirements for recyclability, recycled content, and labelling, while supporting systems like extended producer responsibility (EPR) and deposit return schemes.

The regulation also introduces harmonised labelling standards, digital information requirements, and stronger rules against misleading environmental claims. By fostering innovation, ensuring market consistency, and giving Member States flexibility in implementation, the PPWR seeks to create a packaging system that is both economically efficient and environmentally sustainable.

The PPWR entered into force on 12 February 2025 and will become fully applicable from 12 August 2026, marking a new era for packaging regulation in the EU.