EU regulations to change plastic packaging and curb greenwashing

New European Union regulations are set to transform product packaging and marketing standards across member states, including Poland. Under EU requirements, PET beverage bottles must contain at least 25 percent recycled plastic starting in 2025. This shift toward recycled materials may result in changes to the visual appearance of bottles, as recycled PET can exhibit different optical properties, such as a greyish or yellowish tint, rather than perfect transparency.

In addition to material changes, the EU is cracking down on greenwashing through Directive 2024/825, known as the Empowering Consumers for the Green Transition (EmpCo) directive. This legislation aims to prohibit vague environmental claims, such as labeling products as ‘eco-friendly’ or ‘climate neutral’ without specific, verifiable evidence. It also bans the use of self-made eco-logos and prevents companies from marketing mandatory legal standards—such as being ‘BPA-free’—as unique selling points.

In Poland, the Sejm has passed legislation to implement these consumer protection measures, though the effective date has been moved to September 27, 2027. The new rules will ensure that environmental labels on packaging are reserved for official certification systems established by the state or independent bodies.