Packaging and Packaging Waste Regulation 2025/40 (PPWR): What You Need to Know
As a leading provider of sustainable packaging solutions, we fully support the European Union’s aim of promoting packaging circularity and reducing the impact of packaging on the environment. To help our customers navigate new rules shaping the future of packaging in the EU, we have outlined the latest information on the Packaging and Packaging Waste Regulation (PPWR), its importance, objectives, and the differences between existing rules and the key measures introduced by the new legislation.
Please note this information does not constitute legal advice. This is a general summary of the PPWR based on information accessed by DS Smith. Customers should refer to publicly available information shared by relevant EU and national authorities and take advice on their own position as necessary.
This page was last updated on 30 July 2026. The information on this page is taken from the Regulation (EU) 2025/40 of 19 December 2024 on packaging and packaging waste (PPWR).
What is the PPWR?
The PPWR is the EU's new framework for reducing packaging waste and accelerating the transition to a circular economy.
Replacing the previous Packaging and Packaging Waste Directive 94/62/EC (PPWD), the PPWR introduces a single set of rules across all EU Member States, creating greater consistency for businesses while driving significant improvements in packaging sustainability.
The Regulation was introduced in response to growing levels of packaging waste across Europe and aims to transform how packaging is designed, used, recycled, and reused throughout the value chain.
Is the PPWR already in force?
Yes. The PPWR entered into force on 11 February 2025, with requirements beginning to apply from 12 August 2026.
However, compliance will not happen overnight. Different obligations come into effect over several years, with businesses needing to meet specific requirements according to a phased implementation timeline.
By preparing early, businesses will be best positioned to manage costs, minimise disruption and take advantage of emerging opportunities.
Will the PPWR affect your business?
Almost certainly.
Whether you manufacture, import, distribute, fill, sell or use packaged products, the PPWR is likely to impact your operations.
The Regulation introduces far-reaching requirements covering packaging design, recyclability, recycled content, labelling, reuse systems, and packaging reduction. As a result, businesses across almost every sector will need to review their packaging strategies and supply chains.
Simply put, the PPWR represents one of the most significant changes to packaging legislation in decades.
What are the key objectives of the PPWR?
The PPWR has three core goals:
- Reduce Packaging Waste
The Regulation aims to prevent unnecessary packaging and minimise waste generation across the EU. This includes measures to reduce excess packaging, restrict certain packaging formats, and encourage reuse and refill systems.
- Improve Recycling Performance
By 2030, all packaging placed on the EU market must be designed to be recyclable in an economically viable way. The Regulation is intended to increase the quality and quantity of materials entering recycling streams while supporting the development of a stronger circular economy.
- Create Consistent EU-Wide Rules
The PPWR introduces harmonised requirements across Member States, including rules on labelling, packaging minimisation, and recycled content. This creates a level playing field for businesses operating across multiple EU markets.
What's Changing Under the New Regulation?
A More Ambitious Approach to Packaging
The PPWR goes beyond previous legislation by tackling packaging waste at its source.
In addition to waste reduction targets for Member States, businesses will face new obligations, including:
- Packaging minimisation requirements
- Mandatory reuse targets for certain packaging categories
- Restrictions and bans on selected single-use packaging formats
- Recyclability performance requirements
- Recycled content obligations for specific packaging types
These measures are designed to drive innovation while reducing the environmental impact of packaging throughout its lifecycle.
One Set of Rules Across Europe
One of the most significant changes is the move from a Directive to a Regulation bringing greater harmonisation to packaging rules in the EU.
Under PPWD, individual countries could interpret and implement requirements differently, creating complexity for businesses operating across borders. By establishing a more harmonised approach, it should reduce regulatory fragmentation, improve market consistency, and make compliance more straightforward for organisations operating internationally.
What are the key measures in the PPWR relevant to DS Smith’s packaging solutions ?
- Minimises the present of harmful substances to protect human health and ensure packaging does not disrupt recycling steams or circularity.
- For Heavy Metals, the total concentration of Lead, Cadmium, Mercury, and Hexavalent Chromium must not exceed 100mg/kg.
- For food contact packaging, PFAS must not be intentionally added, and must not contain PFAS in concentration equal or above the following limit values:
- 25 ppb for any individually measured PFAS (Polymeric PFAS excluded from quantification);
- 250 ppb for the sum of measured PFAS (polymeric PFASs excluded from quantification); and
- 50 ppm for the total PFAS including Polymeric PFASs. If total fluorine exceeds 50 mg/kg the manufacturer, must provide proof of the quantity of fluorine measured as content of PFAS and non-PFAS.
- All packaging in the EU must be recyclable.
- By 2030, all packaging will need to comply with Design for Recycling criteria (Grades A – C). The assessment methodology of which will be defined in secondary legislation and packaging solutions rated Grade D will be banned from being sold on the EU market (and from 2038, packaging solutions within Grade C will be banned).
- Extended Producer Responsibility fees paid by businesses will be based on recyclability performance grades.
From 2030, the mandatory minimum recycled plastic content is:
- 30% for contact sensitive packaging made from PET
- 10% for contact sensitive packaging made from other plastic
- 30% for single use plastic beverage bottles
- 35% for other plastic packaging
This applies to fibre-composite packaging solutions, where the plastic part represents ≥5% of the total weight of the whole packaging unit.
By 1st January 2030:
- Packaging minimisation becomes the norm.
- There is a maximum 50% empty space ratio allowed for grouped, transport, and e-commerce packaging. The EU are due to issue further guidance on the calculation methodology.
- Packaging that misleads consumers into thinking the product is larger than it actually is will be banned (e.g. double walls, false bottoms).
- Reuse and refill targets for several types of packaging (food & drink, grouped, transport) apply from 2030.
- Cardboard boxes are excluded from all reuse targets.
From 12 August 2028, packaging placed on the market shall be marked with a harmonised label containing information on material composition in order to facilitate consumer sorting.
- All packaging (except transport/tertiary) must comply.
- All EU bins will match the new labelling system.
- QR codes (or other standardised digital marking) are optional for single use packaging.
How should businesses prepare?
The PPWR may seem complex, but early action can help avoid costly redesigns and compliance challenges later.
Begin by:
- Reviewing you current packaging portfolio
- Assessing recyclability and recycled content requirements
- Identifying opportunities for packaging reduction
- Understanding future compliance deadlines and reporting requirements
The sooner your exposure is assessed, the better prepared you will be for the changing regulatory landscape.
We can help with your PPWR compliance
As the leading sustainable packaging provider in Europe, DS Smith has been following the PPWR proposal from the outset. We are in a privileged position to help our customers and partners throughout the supply chain adapt to the new reality of packaging regulation in the EU.
We are taking steps to ensure our portfolio is best-in-class to deliver on the ambitions of the new regulation and are well positioned to help our customers make the most out of these regulatory changes.
Get in touch with us if you’d like to see how we can help you navigate these changes and future-proof your packaging for a post-PPWR world.
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