PPWR

Introduction

The EU's new Packaging and Packaging Waste Regulation (PPWR) marks a shift in how organisations manage packaging, introducing requirements around recyclability, labelling, reuse and producer responsibility. Its implications extend into sustainability performance, supply chain resilience, customer expectations and regulatory reporting. 

Many organisations assume PPWR only affects packaging manufacturers. In reality, it applies much more widely across the value chain. Businesses that import goods, sell products online, place packaged goods on the EU market or distribute products using branded packaging may all have obligations under the regulation. 

This is particularly relevant for manufacturing and life sciences organisations, where packaging plays an important role in product protection, regulatory compliance and product integrity.

Organisations will require greater visibility over packaging materials, supplier information and packaging-related data than many currently possess. Implementation is also unlikely to sit with a single function. Procurement, product development, quality, regulatory affairs, operations, sustainability and legal teams will all have a role to play. 

The first PPWR obligations apply from 12 August 2026, leaving organisations with little time to waste.