On April 29, 2025, ALLFORPACK EMBALLAGE PARIS launched its new series of webinars with a hot topic: the Packaging and Packaging Waste Regulation (PPWR), the new European regulation on packaging and packaging waste. Leading the discussion, Claire Dollez was joined by Lise Nicolas and Enzo Muttini, engineers and co-founders of Monsieur et Madame Recyclage, along with Chantal de Lamotte, director of the ALLFORPACK show. Together, they shed light on the PPWR’s challenges, deadlines, concrete implications — and many subtleties.

The PPWR: A Common Framework for Europe, But Not a Minimal Standardization

Adopted in December 2024 by the European Council and officially published in January 2025, the PPWR follows the 1994 European directive and the SUP directive on single-use plastics. However, unlike these earlier texts, this is a 124-page regulation directly applicable in all EU member states. Its aim is clear: to establish a shared baseline for packaging reduction, reuse, and recycling, while allowing countries to go further if they wish. “This regulation sets a minimum standard. If a country has already implemented stricter rules, like France has, they will still apply”, explains Lise Nicolas. This harmonization was even more necessary as disparities between member states were hindering decarbonization strategies and sustainable innovation. As Chantal de Lamotte points out, “PPWR meets a need for unification in a context where packaging is at the intersection of environmental, industrial, logistical, and regulatory challenges.”

Reduction, Reuse, Recyclability: The Three Pillars of the PPWR

At its core, the regulation is built around the 3Rs — reduction of packaging, reuse of containers, and recyclability of materials — with specific targets to reach by 2030, 2035, and 2040. The goal is to reduce packaging by 5% in 2030, then 10% by 2035, and 15% by 2040, which in practice means cutting the volume of packaging waste in our bins by half. “You have to imagine your recycling bin containing half as much packaging in fifteen years”, illustrates Enzo Muttini.

To achieve this, the regulation mandates systematic eco-design, including limits on empty space in packaging (maximum 50% by 2028) and a ban on many types of single-use plastics. Notably, marketing arguments will no longer be accepted as a justification for over-packaging.

The regulation also emphasizes the importance of reuse, now considered a top priority. As of 2030, 10% of takeaway sales will need to use reusable packaging, increasing to 40% for beverage containers by 2040. These requirements will be supported by the structuring of reuse channels, with identified operators, dedicated logistics systems, and strict regulatory oversight (as outlined in Annex VI of the regulation).

Regarding recyclability, a harmonized classification system for packaging (A, B, C, D) will be implemented, with escalating restrictions. Packaging rated D will be banned starting in 2030, and those rated C will be phased out by 2038. This classification is based on the actual recyclability of materials at an industrial scale — not just theoretical recyclability. “A package is only recyclable if there is an operational and economically viable recycling system in place in at least one member state”, says Lise Nicolas.

To discover more: [3R] Packaging recycling as seen by CITEO & Coca-Cola France

Recycled Materials, Transparency, Labeling: The New Rules of the PPWR

Another key aspect of the PPWR is the obligation to incorporate recycled materials into packaging production. This applies primarily to plastics — for instance, PET bottles must contain 35% recycled material by 2030 and 65% by 2040. Extensions to aluminum and glass packaging are expected by 2032, depending on market developments. Certain exemptions remain in place, particularly for medical devices and packaging in contact with highly sensitive food products.

The issue of bioplastics is also treated with caution. The regulation makes a clear distinction between bio-based and biodegradable materials, and emphasizes that biodegradation is not a miracle solution. “Composting a package means turning it into CO₂ or methane — two major greenhouse gases. That’s not a decarbonization strategy, just an end-of-life process”, explains Enzo Muttini. The regulation therefore strictly limits their use to very specific cases (waste sorting bags, tea bags, etc.).

Transparency has become a central pillar of compliance. From 2028, packaging must display harmonized sorting labels along with a QR code or equivalent system giving access to complete technical documentation. This must include details on materials used, recyclability rates, production volumes, certifications, and the compliance history. This measure opens the door to a new kind of regulation — led by NGOs, consumer associations, and individuals themselves — who will be able to verify claims with a simple scan. As Lise Nicolas states, “Any zero-waste NGO or collective will soon be able to identify inconsistencies between a manufacturer’s declarations and the actual packaging. This is a revolution in transparency.”

Sanctions will apply starting in 2027, with fines of up to €75,000 and, in some cases, prison sentences. Still, the approach remains incentive-based and supportive, with assistance provided by eco-organizations and standardized evaluation methods at the European level.

The PPWR Regulation to Be Monitored Closely Through 2040

The PPWR is not a static text. It will continue to evolve through implementing acts, forthcoming technical standards, and field-based adjustments. However, it lays out a clear timeline, with initial requirements coming into force in 2026, followed by key milestones every two to five years. As Claire Dollez concluded during the webinar: “This regulation lays the foundation for a profound transformation of the sector. It marks a paradigm shift, while opening the way to sustainable innovation, circular economy models, and competitiveness at the European level.”

👉 Discover the full PPWR implementation calendar and key deadlines now.

For more updates, click here.