The new European PPWR regulation will transform packaging in e-commerce
The European Union has taken a decisive step towards a more circular economy with the approval of the Packaging and Packaging Waste Regulation (PPWR). The new regulation replaces the previous Packaging and Packaging Waste Directive and introduces common rules for all Member States. Its aim is to reduce waste, encourage reuse and improve the recyclability of packaging.
Unlike the previous directive, the PPWR is a regulation. This means it will apply directly across the European Union without needing to be transposed into national law. The text entered into force on 11 February 2025 and, as a general rule, it starts to apply from 12 August 2026.
What is the PPWR?
The PPWR is a new European Union regulation that sets common rules for packaging placed on the EU market. It applies to all packaging, regardless of the material it is made from, including cardboard and plastic used in e-commerce and shipping. It covers packaging design, recyclability, labelling and producer obligations.
From 12 August 2026, businesses placing packaging on the EU market needs to be able to demonstrate compliance through the required technical documentation and, where applicable, an EU Declaration of Conformity.
For brands shipping internationally in e-commerce, the PPWR affects not only packaging design, but also operations: less overpackaging, less volume and more control over packaging across the entire chain.
What changes under the new regulation?
The PPWR introduces new obligations for manufacturers, distributors, importers and e-commerce businesses.
The main measures include:
- All packaging must be recyclable before 2030.
- Overpackaging will be limited, requiring businesses to reduce empty space and unnecessary packaging volume.
- Certain plastic packaging will need to include a minimum amount of recycled content.
- Reuse and refill systems will be encouraged for specific product categories.
- Harmonised labelling requirements will be introduced to support correct waste separation and recycling.
- Certain single-use packaging formats will be restricted.
These measures are part of the EU’s target to reduce packaging waste per capita by 5% by 2030, 10% by 2035 and 15% by 2040, compared with 2018 levels.
Key obligations for businesses
The new regulation will require businesses to review their packaging design to make sure it meets the new European requirements.
In addition to reducing unnecessary materials, companies will need to show that their packaging meets recyclability criteria and, in certain categories, includes minimum percentages of recycled plastic.
The PPWR also introduces restrictions on certain substances used in packaging that comes into contact with food. It also sets out new conformity assessment procedures before certain products can be placed on the European market.
How does the PPWR affect e-commerce?
E-commerce is one of the sectors most affected by the new regulation.
Businesses needs to reduce the size of their packaging, minimise empty space in parcels and optimise the materials used during transport. The aim is to reduce both the use of raw materials and the amount of waste generated during distribution.
The regulation supports the development of new reusable packaging formats and more sustainable logistics solutions. This means many businesses need to redesign their packaging processes.
One sustainable way to reduce the environmental impact of e-commerce returns is to use reusable packaging that can be used both for delivery and reverse logistics.
PPWR Implementation timeline
Although the PPWR has been in force since February 2025, most of its obligations starts to apply from 12 August 2026.
After this, the regulation sets further milestones up to 2040. These relate to packaging recyclability, recycled content, reuse and waste reduction targets.
| Date | Milestone |
|---|---|
| 12 August 2026 | PPWR applies: Producer registers become operational; producers must comply with new requirements on substances of concern and declarations of conformity. |
| 12 August 2026 | Harmonised labels: Mandatory labels cover material identification and sorting instructions for correct disposal/recycling; reusable packaging carries reuse-related labels. |
| 1 January 2030 | Major design rules: Design-for-recycling criteria, minimum recycled content for plastic, weight/volume minimisation, reuse targets for transport and grouped packaging, and restrictions on specific single-use applications enter into force. All packaging placed on the EU market must be recyclable. |
| 1 January 2035 | Recyclable at scale: Packaging must be recyclable at scale across the EU; stricter recyclability performance requirements apply and waste-reduction targets keep rising. |
| 2038 & beyond | Future requirements: Additional recyclability and recycled-content requirements may apply through further implementing measures and European Commission reviews. |
FAQ
What is the PPWR?
The Packaging and Packaging Waste Regulation (PPWR) is the new European Union regulation that sets harmonised requirements for all packaging placed on the European market. Its aim is to improve the sustainability of packaging through common rules on design, recyclability, labelling and waste reduction, while also supporting the functioning of the single market.
When will it apply?
Most of its provisions apply from 12 August 2026.
Who does it affect?
It affects all businesses that place packaging or packaged products on the market in the European Union.
What is its main objective?
Its main objective is to reduce packaging waste and support a circular economy through packaging that is more recyclable, reusable and sustainable.
Do I need to do anything if I have an e-commerce business and ship internationally?
If you sell to customers in different European Union countries, it is important to check that the packaging you use meets PPWR requirements in every market where you sell your products.
It is also a good idea to work with packaging suppliers who can confirm regulatory compliance and keep the necessary documentation up to date, in case of possible checks.
