European Union implements new Packaging and Packaging Waste Regulation

The European Union's Packaging and Packaging Waste Regulation (PPWR) entered into force on August 12, 2026, marking a shift toward circular economy principles by integrating sustainability into the initial design of packaging.

The regulation introduces several key mandates for businesses, including requirements for recyclability, harmonized labeling, and strict limits on empty space in e-commerce packaging. For instance, a rule limiting empty space in shipping boxes to 50% is set to take effect by 2030. Recyclability will become a mandatory condition for marketing packaging in Europe by 2030, with large-scale recycling requirements following in 2035.

However, the implementation has faced criticism regarding its impact on small and medium-sized enterprises (SMEs). Trade associations and experts warn that the new documentation, testing, and reporting obligations create significant bureaucratic burdens. While the European Commission has promoted certain simplifications, such as reduced reporting for manufacturers providing fewer than ten tons of packaging annually, critics argue these measures are insufficient to offset the complexity and legal uncertainty facing smaller retailers.