On February 11, 2025, REGULATION (EU) 2025/40 of the European Parliament and of the Council of December 19, 2024, known as PPWR, concerning packaging and packaging waste, came into force.

The PPWR aims to reduce the amount of unnecessary packaging, promote reuse and recycling, and decrease the use of virgin raw materials. Its scope is broad, covering all packaging (regardless of material or sector), related waste, and all European Union member states, addressing the entire life cycle of packaging, from design to end-of-life management.

By 2030, the introduced measures are projected to significantly cut climate-changing emissions, water usage, and overall environmental and health impacts. In particular, the PPWR stipulates that:

• All packaging must be reusable or recyclable in an economically sustainable manner by 2030.
• Excessive and unnecessary packaging must be reduced.
• The recycled content in packaging must be increased.
• Hazardous and harmful substances in packaging must be phased out.

Relevant deadlines

• August 12, 2026: From this date, packaging may only be placed on the EU market if it complies with the PPWR. Stocks already placed on the market before that date will remain saleable.
• August 12, 2028: repeal of current environmental labeling systems based on EC Decision 129/97, such as in Italy, France, Spain, and Bulgaria, and introduction of new PPWR implementation rules.

The implications for companies are considerable, requiring a review of packaging design and careful management of material flows to certify recyclability, recycled content, and, where applicable, reuse. It also becomes strategic to plan stock management in view of August 12, 2026, and to monitor future implementing acts in order to comply with the technical and labeling requirements.