For companies and professionals in the packaging industry, August 12, 2026 marked an important milestone. It was the day on which Regulation (EU) 2025/40, known as the PPWR (Packaging and Packaging Waste Regulation), became fully applicable in all Member States, introducing new rules set to impact the design, production and management of packaging.
This time, however, it is not simply another bureaucratic requirement to deal with, but a genuine paradigm shift. The PPWR is redefining the way packaging is designed, produced, labelled and communicated, involving every player across the value chain: from manufacturers and users to companies that purchase packaging to pack and market their products.
In this article, we explore the main changes introduced by the PPWR and the steps Packstyle has taken to anticipate the new regulatory requirements.
Why Europe Decided to Act
The adoption of the PPWR marks a major development in European packaging legislation. The Regulation replaces Directive 94/62/EC of 1994, which for more than thirty years served as the main regulatory framework for packaging and packaging waste, but which the European Commission considered no longer sufficient to support the objectives of the European Green Deal and the Circular Economy Action Plan.
Data from the European Commission highlight the scale of the challenge: the packaging sector is currently one of the main areas of use for virgin raw materials. In the European Union, around 40% of plastics and 50% of paper used are destined for packaging production. The sector also generates 36% of European municipal solid waste, while packaging consumption continues to grow at a faster rate than GDP. Against this backdrop, reuse rates remain limited and the share of packaging that cannot be effectively recycled is increasing.
Added to this is the problem of fragmentation: over the years, each Member State had developed its own rules on labelling, definitions of recyclability and extended producer responsibility, creating obstacles to the functioning of the single market. The PPWR therefore has a dual objective: to harmonise rules across Europe and to drive a concrete shift towards more sustainable packaging, in line with the waste hierarchy: prevention first, followed by reuse and, finally, recycling.
It is important to emphasise that Italy starts from a strong position: its national packaging waste management system, based on the EPR (Extended Producer Responsibility) consortium model, has for years been considered one of the most advanced and efficient in Europe and has already achieved, well ahead of schedule, the recycling targets set for 2025 and 2030. This result demonstrates the effectiveness of the path taken by our country and is something we can be proud of. However, this important achievement does not exempt companies from the obligations introduced by the new Regulation, which directly addresses the characteristics of packaging products, from design and recyclability to the information that must be provided throughout the value chain.
What Does the PPWR Actually Change for Packaging?
Unlike the previous Directive, which Member States had to transpose into national legislation (in Italy, the relevant framework is Legislative Decree 152/2006), the PPWR is a European Regulation: it applies directly and uniformly across all 27 EU Member States, without the need for national transposition and with much more limited scope for adaptation.
The text is complex and detailed, comprising 71 articles and 13 annexes, but the key points most relevant to those who design and manufacture packaging can be summarised as follows:
- Material safety and restricted substances
The Regulation introduces stricter limits for certain substances considered critical, such as lead, cadmium, mercury and hexavalent chromium, setting a maximum combined threshold of 100 mg/kg. It also introduces new requirements concerning the presence of PFAS in food-contact packaging, in line with the principle of greater protection for human health and the environment. - Design for recyclability
One of the pillars of the PPWR is the principle of Design for Recycling: from 2030, packaging can only be considered recyclable if it is designed to be effectively recycled, collected through effective separate collection systems and transformed into secondary raw materials of adequate quality on an industrial scale. - Use of recycled material
The Regulation also establishes progressive minimum recycled-content targets for post-consumer recycled material in plastic packaging, encouraging the transition from a model based on virgin raw materials towards a more circular model. - Reduction of packaging weight and volume
The PPWR also introduces minimisation requirements: packaging weight and volume must be limited to what is necessary to ensure product protection and functionality. Overpackaging is therefore addressed, including oversized packaging, double wrapping and unjustified empty space in secondary and tertiary packaging. - Reuse and compostability
Specific requirements are introduced for packaging designed to be reused multiple times and for packaging intended for composting, with the aim of promoting solutions consistent with circular economy principles. - New rules for labelling and environmental communication
The Regulation also provides for a harmonised European labelling system: by 2028, common pictogram-based symbols will be introduced to provide clearer information on packaging composition and the correct management of its end of life.
At the same time, the PPWR addresses environmental claims: terms such as “recyclable”, “sustainable” or “low environmental impact” may only be used when supported by appropriate verifiable technical evidence, strengthening the fight against unsubstantiated environmental claims.
Packstyle: The Role of Packaging Manufacturer Under the PPWR
Under the definitions set out in Regulation (EU) 2025/40, Packstyle falls within the category of “manufacturer” of packaging: it designs and produces packaging solutions intended for single-use sale, in which the product and packaging are conceived as a single sales unit, with the function of protecting the contents until the time of consumption.
This role entails specific responsibilities throughout the packaging life cycle. Packstyle has anticipated these requirements by integrating them into its production processes and management systems, ensuring a structured approach to regulatory compliance.
As of August 12, 2026, as a manufacturer, Packstyle is required to:
- ensure that only packaging compliant with the environmental sustainability requirements set out in the PPWR is placed on the market;
- ensure that each type of packaging undergoes the conformity assessment procedures provided for in Annex VII of the Regulation, preparing and retaining the relevant Technical Documentation;
- implement systematic control procedures to ensure that series production continues to comply with the requirements of Regulation (EU) 2025/40 over time;
- provide customers with the EU Declaration of Conformity, drawn up in accordance with Article 39 and Annex VIII of the PPWR;
- retain the technical documentation and Declaration of Conformity for five years from the date on which the packaging is placed on the market, making them available to the competent authorities upon request;
- ensure the traceability of packaging through the identification of the batch or serial number, as provided for in Article 15 of the Regulation;
- make the manufacturer identifiable through a data carrier, such as an open and standardised QR code or another equivalent solution, stating the company name, postal address and electronic contact details.
This commitment goes beyond mere regulatory compliance: it means applying a structured compliance management system to packaging, based on documented procedures, continuous controls and traceability at every stage of the production process.
What Does the PPWR Mean for Packstyle Customers?
The most important point for anyone purchasing packaging is that the PPWR is not simply a formal regulatory adjustment, but introduces concrete requirements that every packaging solution must meet in order to be placed on the European market. As of August 12, 2026, packaging that does not comply with the new provisions cannot be marketed, with potential consequences including inspections, restrictions on sales and procedures for withdrawing products from the market.
For companies using packaging for their products, this means choosing partners who can anticipate the change and ensure that materials, processes and documentation are aligned with the new regulatory framework. Working with a partner who has already embarked on this path enables companies to navigate the regulatory transition with greater confidence, with appropriate materials, documentation and technical support at their disposal.
Packstyle has been working towards compliance with the new requirements for some time, focusing on the development of materials, the assessment of technical characteristics, the collection of the necessary documentation and traceability systems. This commitment stems from the goal of providing customers with practical support during a period of profound transformation in the sector, offering packaging solutions designed according to the principles of recyclability, safety and circularity.
The PPWR represents a challenge for the entire industry, but also an opportunity to rethink packaging in a more sustainable, transparent and circular way. Packstyle will continue to support its customers by providing technical expertise, innovation and solutions developed to meet the packaging needs of tomorrow.
