What is the PPWR?
The Packaging and Packaging Waste Regulation — Regulation (EU) 2025/40 — replaces the earlier EU Packaging Directive. Because it is a regulation, it applies directly and in the same way in all EU member states, instead of being transposed into different national laws.
It entered into force in February 2025 and applies generally from 12 August 2026. Many of its individual requirements then take effect in stages over the following years.
Who does it affect?
The PPWR applies to all packaging placed on the EU market, whatever the material and wherever it was made. Most obligations fall on the company that places packaged products on the market — the manufacturer, brand owner or importer. Packaging suppliers outside the EU, including in Türkiye, therefore need to deliver packaging that allows their EU customers to comply.
Key requirements
- Recyclability: packaging must be designed for recycling, with requirements tightening towards 2030 and beyond.
- Minimisation: packaging weight and volume must be reduced to what is needed for its function.
- Empty space: for grouped, transport and e-commerce packaging, the empty space ratio will be limited, generally to a maximum of 50%.
- Recycled content: minimum recycled content targets apply to plastic packaging.
- Harmonised labelling: EU-wide labels to help consumers sort packaging correctly.
- Food-contact packaging: restrictions on PFAS in packaging that comes into contact with food.
Why paper-based packaging is a strong option
Paper and board are renewable, widely collected and among the most recycled packaging materials in Europe. Mono-material paper packaging — without unnecessary plastic windows or films — is generally easier to recycle. Right-sized boxes help reduce empty space and freight volume at the same time.
Practical steps for brands
- Review your packaging range for unnecessary layers, plastic components and oversized boxes.
- Prefer mono-material paper solutions where possible.
- Replace plastic windows and laminates with paper-based or water-based alternatives where your product allows.
- Right-size shipping and e-commerce boxes to your products.
- Ask your packaging suppliers for material information to support your compliance documentation.
Important note
This guide is general information, not legal advice. Detailed requirements and dates are set out in the regulation and in implementing acts that are still being adopted. Please check the official text and seek specialist advice for your products.
