What’s Ahead for Packaging Legislation in Europe 

Packaging legislation in 2026 marks a critical shift for companies placing packaging on the EU market. At the center is the EU Packaging and Packaging Waste Regulation (PPWR), a directly applicable regulation that replaces the former directive and establishes a single, enforceable framework across all EU Member States. 

As PPWR enters into force, global brands should continue to monitor U.S. developments such as Extended Producer Responsibility (EPR) and California’s SB 343 for global compliance.  

Companies that align packaging design, material selection and data now will be better positioned to maintain EU market success. 

EU Packaging and Packaging Waste Regulation (PPWR) 

Why PPWR Matters 

Packaging cannot be placed on the EU market unless it complies with PPWR requirements. While some obligations apply as early as 2026, others will be phased in as detailed design, labeling and performance criteria are finalized. 

PPWR applies to all packaging and packaging waste, including industrial, retail, e‑commerce, distribution, office and household packaging. 

Key PPWR Requirements and Timelines for Ecommerce Packaging 

This summary highlights selected PPWR requirements relevant to ecommerce packaging. It is not an exhaustive overview. For full reference, see here. 

1. Chemical Safety 

Effective 12 August 2026, all packaging placed on the EU market must comply with PPWR chemical safety requirements.

2. Recyclability & Design for Recycling

PPWR introduces a two-phases approach to recyclability:

• Phase 1: Design for Recycling
  • By 2030, all packaging must be designed to meet EU Design for Recycling criteria 
  • Packaging will be assigned a recyclability performance grade (A/B/C) based on how effectively it can be collected, sorted and recycled 
  • Final Desing for Recycling criteria will be adopted by 1 January 2028 and will apply to all packaging placed on the EU market from 2030 onward 
• Phase 2: Recycled at Scale
  • Packaging must be recycled at scale, both practically and widely across the EU, from 2035 and forward

3. Minimum Recycled Content 

• Minimum post‑consumer recycled (PCR) content requirements apply to any plastic packaging component with exemptions to items including infant food, medical devices, certain pharmaceuticals and hazardous goods 
• These requirements are calculated annually per manufacturing plant 
• By 2030, plastic retail and e‑commerce packaging must contain at least 35% PCR content

4. Compostable Packaging

Only specific applications may be compostable, including: 

• Tea bags and coffee filters 
• Produce labels 
• Certain lightweight carrier and bio‑waste bag

All compostable packaging must meet EN 13432.

5. Packaging Minimization

• By 12 February 2027, the European Commission will establish detailed packaging minimization criteria defining how weight and volume must be reduced while maintaining functionality 
• Compliance timelines will follow once these criteria are finalized

6. Harmonized EU Labeling 

• Beginning 12 August 2026, the EU will finalize harmonized labeling requirements for packaging placed on the market to indicate material composition and support correct consumer sorting, followed by a defined transition period before labeling changes are required 
  • Labels must use clear pictograms and be easily understandable, including for people with disabilities  
• The waste sorting label applies 24 months after the relevant implementing act is published  
• Beginning 12 August 2026 producer marking, importer marking, EU Declaration of Conformity and technical documentation are mandatory  

How to Stay Ahead With Your Packaging Strategy 

PPWR compliance will depend on how well packaging systems balance protection, material efficiency, recyclability and regulatory readiness. 

Key focus areas include: 

1. Right‑sized Packaging Solutions 

Reducing excess material while maintaining protection supports PPWR minimization and waste prevention goals. Leveraging the flexibility of paper packaging, such as Pregis EasyPack^® On-Demand Paper Packaging Systems, enables void fill and cushioning that conforms to smaller void spaces. Solutions like Pregis Sharp™  Automated Mailing and Bagging Systems further reduce void space by eliminating the need for outer boxes, resulting in tighter package dimensions and improved material efficiency. 

2. Increasing Post-Consumer Recycled Content  

Integrating PCR content where appropriate is another way to prepare for upcoming requirements. Pregis AirSpeed® Hybrid Cushioning (HC) Renew™ PCR film or AirSpeed^® Renew™ films incorporate post-consumer recycled content while maintaining performance expectations. 

Global Context: Other Legislation to Watch 

While PPWR leads in Europe, global brands should continue to track related policy developments. 

U.S. Extended Producer Responsibility (EPR) 

State‑level EPR programs are expanding across the U.S., shifting waste‑management costs to producers and increasing data and reporting requirements. Like PPWR, EPR programs reinforce the importance of material reduction and design efficiency. 

California SB 343 

California’s SB 343 restricts recyclability claims unless access and sortation thresholds are met. The law does not ban non‑recyclable packaging, rather it bans misleading recyclability claims.  

For a further breakdown of U.S. EPR and SB 343, click here. 

How to Stay Ahead 

1. 1. Map portfolios against PPWR criteria: Identify gaps in recyclability, recycled content, minimization and labeling 
   2. Prioritize design efficiency: Lightweighting, right‑sizing and simplified structures will be increasingly expected 
   3. Strengthen data systems: Accurate material, weight and performance data support compliance across PPWR rules 

Packaging legislation is increasingly a design and data challenge, not just a regulatory one. Aligning packaging strategy with PPWR now helps protect EU market access while building a more resilient foundation.