PPWR and the Future of EU Labelling: Key Changes Ahead
by Alena Zein at 08:16 in Environmental, Circular Economy, Packaging

​The European Union is making a significant move towards sustainable packaging, through the introduction of the Packaging and Packaging Waste Regulation (PPWR). PPWR marks a transformative shift in how packaging is designed, labelled, utilised and disposed of across the EU.

Currently, packaging labelling requirements vary widely between EU countries. While some Member States enforce national standards regarding material composition and recyclability, these rules are inconsistent and not uniformly applied across the Union. PPWR will look to address this by introducing a harmonised labelling system that will provide clear, consistent, and accessible information to all consumers.

What will change?

Harmonised Labelling:

One of the changes under PPWR is the introduction of mandatory standardised labels on all packaging. From 12 August 2028, packaging placed on the EU market must carry a label that clearly identifies its material composition using pictograms. These symbols will replace the traditional triangular codes and abbreviations, offering a more intuitive and inclusive way of communicating packaging information. The labels will also indicate whether packaging is compostable, also indicating whether it is or isn't suitable for home composting.

In addition to material composition labelling, packaging that includes substances of concern, such as chemicals that hinder recyclability will require digital markings. These digital markings will allow waste management professionals to access information about the chemical composition of the packaging, making it easier to handle and recycle appropriately.

Promoting REUSE through clear communication:

PPWR will put a strong focus on making packaging reusable. Any packaging meant to be reused, must be clearly labelled and may include a QR code. This code will help consumers by providing information about how to return the packaging, where to drop it off, and how the reuse system works. Starting from 12 February 2029, all reusable packaging must have this label, and the overall aim is to make reuse easier for people and help businesses keep track of their packaging.

Deposit Return System (DRS)

Under the new rules, any packaging that is part of a deposit return system (DRS) must have a clear, standard EU label. This label informs consumers they can return the packaging to get their deposit back through an approved collection points.

EU countries can still use their own versions of the label, but these must not interfere with trade or go against the goal of having consistent rules across the EU.

Not all labelling mentioned within PPWR will be required. For example, showing how much recycled material (post-consumer recycled content) is in the packaging is optional. But if a company chooses to include this information, it must follow the EU's standard format, which will be set out in future rules.

Greenwashing and misleading labels:

A key part of PPWR is banning labels or symbols that could mislead people. Any packaging that gives the wrong impression about how sustainable, recyclable, or disposable it is will not be allowed. The EU will also give clear guidelines to help explain what counts as misleading, based on the upcoming Green Claims Directive (2023/0085), which is currently being developed and hasn't become law yet.

As the PPWR implementation date approaches, transparent and accurate labelling will become increasingly important. Manufacturers will be required to update their packaging to comply with the new standards. If you would like further advice on this or more information on how it could impact you, please don't hesitate to contact us here.

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