EU packaging & packaging waste regulation (PPWR)

The EU Packaging & Packaging Waste Regulation (PPWR) is reshaping how ecommerce businesses package, label, and ship products into Europe. Whether selling through Amazon, Shopify, or your own online store, PPWR introduces new requirements for packaging design, material selection, shipping processes, and Extended Producer Responsibility (EPR) reporting.

What Is the EU packaging & packaging waste regulation?

On 11 February 2025, the Packaging and Packaging Waste Regulation (EU) 2025/40 (the “Regulation”) entered into force, replacing the Packaging and Packaging Waste Directive 94/62/EC. The Regulation will apply directly in all EU Member States from 12 August 2026 and is intended to significantly reduce packaging waste while strengthening sustainability requirements across the EU internal market.

The Regulation forms a core part of the European Green Deal and the EU Circular Economy Action Plan, supporting the EU’s transition to a more sustainable and resource-efficient economy. A central objective of the Regulation is waste reduction, with binding targets requiring Member States to reduce packaging waste, compared to 2018 levels, by 5% by 2030, 10% by 2035, and 15% by 2040.

PPWR timeline: key dates

The transition period 2026–2030 is critical for sellers preparing for full compliance.

What counts as “packaging”?

PPWR covers almost all packaging types:

• Primary product packaging (direct product contact)
• Ecommerce and transport packaging
• Secondary or grouped packaging
• Service packaging (bags, wraps, etc.)

The regulation addresses packaging throughout its entire lifecycle, from material selection and design to recycling and reuse.

Labelling and information requirements

The Regulation introduces harmonised labelling and information obligations across the EU. Packaging must display clear information on material composition to support consumer understanding and recycling. In addition, packaging will be required to carry a digital code, such as a QR code, providing information on reusability and enabling traceability throughout the supply chain.

Reuse and refill obligations

The Regulation establishes minimum reuse targets for certain categories of packaging by 2030, with indicative targets for 2040. These targets apply primarily to transport packaging, grouped packaging, and specific sales packaging, including alcoholic and non-alcoholic beverages, subject to defined exclusions.

In addition, takeaway businesses will be required to allow customers to bring their own containers for food and beverages at no extra charge by 12 February 2027. From 2030, such businesses must also offer at least 10% of products in reusable packaging.

Deposit and return system requirements

Member States will be required to implement Deposit and Return Systems (DRS) for single-use plastic bottles and metal beverage containers. These systems must achieve a 90% collection rate by 2029, subject to limited exemptions where high separate collection rates are already in place and supported by approved implementation plans.

Why is the regulation important for ecommerce businesses

The Regulation takes a full lifecycle approach to packaging and applies to all packaging placed on the EU market. Different obligations apply to packaging manufacturers, suppliers, importers, distributors, online retailers, marketplaces, and fulfilment service providers. As a result, the Regulation is relevant to any business selling packaged goods into the EU, including non-EU e-commerce sellers.

Next steps for businesses

The Regulation will apply directly from 12 August 2026, without the need for national implementing legislation. The European Commission is expected to publish further guidance ahead of this date. Given the breadth and complexity of the new requirements, businesses should begin assessing their packaging, supply chains, and Extended Producer Responsibility obligations now to ensure timely compliance and avoid disruption to EU operations.