In December 2024, the European Union adopted the Packaging and Packaging Waste Regulation (EU) 2025/40 (PPWR), which replaces the former Packaging Directive (94/62/EC). The PPWR is a directly applicable EU regulation that establishes a harmonized legal framework for all packaging placed on the EU market. It aims to reduce packaging waste and promote reuse, recyclability, and supply chain transparency. In particular, the PPWR introduces obligations affecting e-commerce businesses, direct-to-consumer (D2C) brands, online marketplaces, and companies involved in manufacturing, importing, or distributing packaged goods in the European Union.
The regulation took effect 11 February 2025 and will apply after an 18-month transition period, beginning 12 August 2026. While the regulation as a whole becomes applicable from that date, several specific obligations will apply in a staggered manner, with key measures on reuse, recycled content, and digital labelling coming into force between 2027 and 2030, and some extending beyond 2030.