EU Packaging and Packaging Waste Regulation drives industry shifts

The implementation of the European Union’s Packaging and Packaging Waste Regulation (PPWR) is driving significant changes across the packaging industry. As of August 12, 2026, companies marketing packaging in the European market must demonstrate compliance with new requirements regarding recyclability, material efficiency, and the use of recycled content.

While some industry players, such as Dassault Systèmes, view the regulation as a catalyst for a ‘Generative Economy’ that utilizes digital tools like Virtual Twin technology to create circular, data-rich assets, others report significant challenges. SMEunited President Davide Galli has expressed concerns that the PPWR is creating legal uncertainty and disproportionate burdens for small and medium-sized enterprises (SMEs).

SMEunited is calling for immediate relief, including the suspension of the obligation to appoint authorized representatives in every Member State and a more pragmatic approach to enforcement. The organization emphasizes that current implementation lacks sufficient guidance and clear implementing acts, complicating cross-border sales for smaller businesses.