[REVISION HISTORY]

EU packaging reforms and anti-greenwashing implementation

Updated 31 times since CLSTR started tracking revisions of this situation.

What changed

2026-09-07 06:48 UTC → 2026-09-09 22:40 UTC · added ~~removed~~

The EU Packaging and Packaging Waste Regulation (PPWR), operational since 12 August 2026, continues to face criticism regarding its administrative burden on small and medium-sized enterprises (SMEs). While the regulation aims for a 15% reduction in packaging waste by 2040, the requirement for merchants to register in every recipient country and appoint authorized representatives has led some retailers to threaten a reduction in cross-border shipping. In response to these bureaucratic challenges, European Parliament member Erik Marquardt has called for a unified European declaration to suspend fines for violations until February, arguing that the current level of bureaucracy is “overwhelming” for small enterprises. Germany has already implemented a national transition period, stipulating that no fines will be imposed for violations until 12 February 2027. In Croatia, the Association of Entrepreneurs (Glas poduzetnika) has warned that the current model undermines the single European market. They note that a company selling across various member states may face up to 26 different registration processes and waste management fee systems. The association is calling on the Croatian government for clear domestic rules and a temporary suspension of sanctions until the European Commission finalizes key implementing acts. Parallel to the PPWR, stricter anti-greenwashing measures under Directive (EU) 2024/825 (Empowering Consumers for the Green Transition) are set to take effect on 27 September 2026. These rules prohibit vague environmental claims such as ‘green’, ‘eco’, or ‘sustainable’ unless companies provide adequate evidence. ~~Sustainability labels must now be based on public authority standards or appropriate certification systems.~~ Specifically, ~~the directive prevents companies from claiming carbon neutrality~~ product-related claims based solely on ~~offsetting and bans private~~ carbon offsetting, such as ‘climate neutral’, will be prohibited. Legal experts note a growing trend of ‘greenhushing’, where companies preemptively remove even verifiable sustainability ~~labels that lack independent certification.~~ statements to avoid legal risks. Germany is preparing to implement these rules through amendments to its Act Against Unfair Competition (UWG). Under these laws, future-oriented promises regarding eco-friendliness will require concrete, verifiable plans. Additionally, the food sector will face restrictions on marketing imagery—such as depictions of meadows or livestock—if the imagery implies sustainability standards that the products do not meet. In France, the Climate and Resilience Law has further reshaped procurement by requiring public buyers to include at least one environmental criterion in all calls for tender, ensuring contracts are not awarded solely on price.

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