De PPWR, de richtlijn inzake duurzame producten, heeft als doel de circulaire economie te bevorderen en de ecologische voetafdruk van producten te verkleinen. Dit wil de richtlijn bereiken door middel van verschillende maatregelen, waaronder: * **Verhoogde duurzaamheid van producten:** Producten moeten langer meegaan, gemakkelijker te repareren zijn en beter te recyclen. Fabrikanten worden verplicht om informatie te verstrekken over de duurzaamheid en repareerbaarheid van hun producten. * **Digital product passports:** Producten krijgen een digitaal paspoort dat informatie bevat over de materialen, het productieproces en de impact op het milieu. Dit moet consumenten helpen bij het maken van duurzamere keuzes. * **Verbeterde afvalbeheer:** De richtlijn beoogt de hoeveelheid afval te verminderen door het hergebruik van producten te stimuleren en de recyclingprocessen te verbeteren. * **Verbeterde consumenteninformatie:** Consumenten krijgen betere en duidelijkere informatie over de milieu-impact van producten, zodat ze weloverwogen keuzes kunnen maken. * **Aanpak van "groenwassen":** Er worden regels opgesteld om milieuclaims van bedrijven beter te controleren en misleidende claims (groenwassen) tegen te gaan. Kortom, de PPWR wil de manier waarop we producten ontwerpen, produceren, gebruiken en recyclen transformeren om een duurzamere economie te creëren.
With the PPWR, the European Union aims to reduce packaging waste and ensure that packaging can be more easily reused or recycled.
In addition, the rules within Europe must become more uniform, so that companies in different countries can operate with the same starting points.
To make this possible, new requirements will be introduced concerning material use, recyclability, reuse, chemical substances, and the documentation that companies must be able to provide about their packaging.
Who does the PPWR apply to?
The PPWR applies to almost every organisation that uses packaging or places packaged products on the market.
For example, consider:
Online shops
E-commerce, shipping packaging and branded packaging.
Food producers
Food packaging, companies with printed packaging or packaging with their own logo
Importers
Importers of packaged products from outside the EU, and wholesalers
Brand owners
brand owners and private label companies with printed packaging or packaging with their own logo
For example, do you use:
- verzendverpakkingen
- Printed packaging
- stand-up pouches or doypacks
- packaging with your own brand or logo
Then there's a good chance you'll have to deal with the PPWR. Smaller companies often fall under these regulations too. The size of a company doesn't determine whether the obligations apply or not.
Volgens de PPWR is de ‘producent’ elke natuurlijke of rechtspersoon die goederen in de handel brengt op het grondgebied van de lidstaten, ongeacht de verkoopprijs. Die definitie omvat ook de persoon die ernaar streeft de producten te produceren en in de handel te brengen.
This often causes confusion, because in the PPWR, producer usually means not
the manufacturer of the packaging. However, it means: the company that brings the packaged product to market. This could be, for example:
- a brand or webshop
- a food producer
- an importer of packaged goods
- A company with private label products
If you import your products into the EU from outside the EU in packaging, you are often the ‘producer’ according to the regulations.
Example case of a brand owner with printed packaging:
A company buys printed stand-up pouches from PurePack for its own products.
- PurePack supplies or advises on packaging based on available information and knowledge.
- PurePack has the packaging produced on behalf of the customer.
- However, the company that sells or markets the packaged product is often the responsible party according to the PPWR.
This does not mean that PurePack is automatically responsible as a supplier for compliance with legislation. In many cases, that responsibility lies with the company that sells or markets the packaged product. That company must be able to demonstrate which packaging is used, keep relevant documentation, and, when necessary, comply with registration and reporting obligations.
PurePack can provide support with information on materials and packaging, but the ultimate legal responsibility usually remains with the party placing the product on the market.
Key PPWR data at a glance
The PPWR is being introduced step by step.
Some rules apply from 12 August 2026.
Other components will be further developed later, towards 2028, 2030 and beyond.
11 February 2025
PPWR officially enters into force.
12 August 2026
First important
obligations apply.
Restrictions for PFAS, Substances of Concern and Heavy Metals in Packaging
1 January 2028
The EU is establishing Design for Recycling criteria and tightening the rules for compostable packaging from 12 February 2028.
12 August 2028
New uniform
Labelling rules.
Towards 2030
Recyclability becomes mandatory
11 February 2025; PPWR officially in effect
The new European packaging legislation has officially been adopted by the EU.
From that moment, the transition to the new rules begins.
12 August 2026; first major obligations apply
From this date, the first major parts of the PPWR will officially come into effect.
PFAS restrictions for food packaging
New limits for PFAS substances apply to food packaging. This is relevant, among other things, for the examples of packaging below:
- weather-resistant coatings
- certain barrier materials
- Food contact packaging
Heavy metals remain limited
Strict limits will continue to apply to heavy metals. This includes, among others:
- loo
- Cadmium
- Quick
- hexavalent chromium
The total concentration must not exceed the statutory limit.
Substances of Concern
The EU wants less harmful substances in packaging. Some of these rules are still being further developed. As a result, additional requirements may follow in the coming years regarding:
- material safety
- Chemicals
- documentation and transparency
Increased documentation requirements
A key part of the PPWR is that companies must be able to better justify which packaging they use and why it complies with current regulations. This makes documentation from suppliers and the supply chain increasingly important. For example, companies must be able to provide insight into the materials used, the composition of a packaging, and the available information on recyclability. For many organisations, this means that material specifications, supplier declarations, and technical documentation need to be recorded more thoroughly than before.
Greater responsibility for importers and brand owners
The PPWR places a greater share of the responsibility on importers, brand owners, and companies that place packaged products on the market. They must not only be able to demonstrate which packaging is being used but also ensure that the necessary information is available when supervisory authorities request it. Packaging suppliers can support this with technical data and material information, but they do not take over this legal responsibility.
1 January 2028
Design for Recycling becomes concrete
Why Design for Recycling is becoming important.
Design for Recycling means that packaging is already designed during the planning phase with collection, sorting, and recycling in mind. This includes material selection, coatings, adhesives, labels, colours, and combinations of materials.
For businesses, this means: don't wait until 2030, but assess packaging for recyclability now. Packaging that seems good today may score less well later if it is difficult to sort or recycle.
12 August 2028
New uniform labelling rules
The EU is working on uniform packaging labels and recycling information.
This should make it clearer for consumers:
- How packaging should be separated
- What materials are the packaging made from
Towards 2030
Recyclability becomes mandatory
The EU wants packaging to become increasingly recyclable.
This creates more pressure on:
- Mono-material packaging
- simpler material structures
- less complex laminates
More and more demands are also being made around:
- Recycled content
- reuse
- packaging reduction
Hoe helpt PurePack jouw bedrijf?
Hoe helpt PurePack jouw bedrijf?
The PPWR raises many questions. Which packaging will remain future-proof? What information will you need to be able to provide soon? And which material choices are wise if you want to look ahead to the coming years?
PurePack helps companies gain insight into the consequences for their packaging. We advise on packaging materials, recyclable alternatives, monomaterials, and opportunities for more efficient packaging design. Additionally, we can provide information on available material data and technical specifications for packaging.
This helps companies make more informed choices without having to completely replace existing packaging right away.
Hoe helpt PurePack jouw bedrijf?
Hoe helpt PurePack jouw bedrijf?
The PPWR raises many questions. Which packaging will remain future-proof? What information will you need to be able to provide soon? And which material choices are wise if you want to look ahead to the coming years?
PurePack helps companies gain insight into the consequences for their packaging. We advise on packaging materials, recyclable alternatives, monomaterials, and opportunities for more efficient packaging design. Additionally, we can provide information on available material data and technical specifications for packaging.
This helps companies make more informed choices without having to completely replace existing packaging.
What PurePack does — and doesn't do.
How PurePack helps you
The PPWR introduces new obligations, but that doesn't mean you have to figure everything out yourself. PurePack collaborates on material choices, packaging solutions, and available information from suppliers and producers. At the same time, it's important to know that the ultimate responsibility for compliance with legislation usually lies with the party placing the packaged product on the market. Therefore, we can advise and support, but we cannot assume legal responsibility.
What PurePack does
✔ Advice on packaging materials and applications
✔ Contributing ideas for more sustainable packaging solutions
Sharing information about materials and recyclability
✔ Support with practical packaging choices
✔ Advice on monomaterials and better recyclable alternatives
✔ Contributing to the consideration of future developments within the PPWR
What the customer remains responsible for
- correct application of packaging
- compliance with legislation
- Product Compliance
- registration and reporting
- Responsibilities as a producer/importer
PurePack can advise and guide but cannot assume legal responsibility.
Are you unsure if your packaging is future-proof?
We are happy to review this with you and help you think about concrete improvements.
here come reviews and later logos
What can you do now?
5 smart steps to be prepared
- Check which packaging you are using
- Check how recyclable they are
- Request documentation from suppliers
- Think ahead to 2030
- Get advice before you reorder
The sooner you gain insight into this, the easier it will be to implement future changes without time pressure.
Veelgestelde vragen over de Verpakkingen en Verpakkingsafval Verordening
Is the PPWR mandatory?
Yes. This will be European legislation.
Does my packaging need to be recyclable already?
No. The general requirement for packaging to be recyclable only applies from 2030.
However, various parts of the PPWR will enter into force from 12 August 2026. These include new requirements regarding documentation, chemical substances, and responsibilities for companies that bring packaged products to market.
Therefore, it is wise to look ahead now to the recyclability of your packaging and future regulations.
Does the PPWR also apply to small businesses?
Yes, often.
Do I need to replace all my packaging straight away?
Probably not directly. But it's wise to look ahead now.
Is recyclable packaging automatically PPWR-proof?
No. There are multiple requirements. Think of PFAS and heavy metals, but more and more is involved over the years.
Need help with packaging and the PPWR?
We're happy to help you with:
- Practical packaging advice without jargon
- recyclable packaging
- mono-material solutions
- stand-up pouches & doypacks
- cardboard packaging