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