The EU’s Packaging and Packaging Waste Regulation, known as PPWR, is set to bring new requirements for businesses placing packaged goods on the EU market.
The regulation entered into force in February 2025 and will apply from 12 August 2026. It replaces the previous Packaging and Packaging Waste Directive and is designed to make packaging across the EU easier to recycle, less wasteful and more consistent in how it is labelled and managed.
For UK businesses selling into the EU, this is an important change. The regulation applies to packaging placed on the EU market, including primary packaging and secondary packaging. This means brands exporting packaged goods to the EU will need to review their packaging choices and make sure they understand what the new rules mean for their products.
At Viscose, we know packaging has to do more than look good. It needs to protect the product, support production, meet customer expectations and increasingly, align with changing environmental and regulatory requirements. PPWR is another step in that direction.
What is PPWR aiming to change?
The regulation focuses on reducing packaging waste and improving how packaging is designed, used, collected and recycled.
Some of the key areas covered include:
- Recyclability of packaging
- Reducing unnecessary or excessive packaging
- Recycled content targets for plastic packaging
- Clearer packaging labelling
- Reuse and refill requirements for certain packaging types
- Restrictions around some substances of concern
- Extended Producer Responsibility (EPR), including reporting obligations in EU markets
The aim is to make packaging more circular, with more materials kept in use and less packaging ending up as waste.
What does this mean for you?
For businesses selling packaged products into the EU, now is a good time to start reviewing packaging formats, materials and claims.
Customers may need to consider:
- Whether their packaging is recyclable in the relevant EU market
- Whether any packaging could be seen as excessive
- Whether recycled content requirements apply
- What packaging data they need to collect and report
- Whether they need to register with national EPR schemes in EU countries
- Whether their sustainability claims are specific, accurate and supported
The exact requirements will depend on the product, packaging type, material and market, so businesses should seek appropriate compliance advice for their own circumstances.
How Viscose can support customers
PPWR will not affect every product or packaging format in the same way, so there is no single answer that works for every business. What it does mean is that brands selling into the EU may need to look more closely at the materials they use, how their packaging is labelled and what information they hold about recyclability and end of life.
Viscose can support those conversations by helping customers understand the sleeve and closure options available for their product, container and production process. That may include tamper-evident shrink sleeves, decorative sleeves, caps and closures, or plastic-free shrink sleeves where reducing plastic use is a priority.
For brands reviewing sleeve materials, we can also discuss options such as PET, 30% recycled content rPET and PLA, depending on the application. The right choice will depend on the product, the container, production requirements and the market the packaging is being sold into.
We cannot advise on legal compliance, but we can help customers explore practical packaging options and provide clear product information to support their own review.
Preparing for PPWR:
Businesses selling into the EU should use the coming weeks to review their current packaging, identify any areas that may need attention and speak to suppliers about suitable alternatives.
At Viscose, we will continue to support customers with clear product information, practical guidance and packaging solutions that help meet both commercial and environmental priorities.
For more information about our shrink sleeves, plastic-free sleeves, tamper-evident packaging and caps and closures, please contact the Viscose team.
Where to find more information:
You can read more about the EU Packaging and Packaging Waste Regulation here
Please note: this article is for general information only and should not be taken as legal or compliance advice. Businesses should seek independent advice based on their own products, packaging and EU market requirements.
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