PPWR Impact & Risks of Not Taking Action

The EU is rewriting the rules of packaging and it’s going to decide who gets to stay on the shelf.

If you sell products in Europe, even from outside the EU, your packaging strategy is about to become one of the most important parts of your business. The EU Packaging and Packaging Waste Regulation (PPWR) will reshape what’s allowed on shelves from 2030 onward, only packaging that meets strict recyclability and content standards will be allowed on the market.

Many non-EU brands still assume this is a local issue. It’s not. The PPWR explicitly applies to all businesses selling into the EU, that means Australian, UK, US, and other non-EU businesses will all need to prove that their packaging meets the same standards. If your product lands on European shelves, it’s part of the system. Failing to prepare means risking access to one of the world’s largest consumer markets.

This shift will create both risk and opportunity. Those that prepare early will secure compliant packaging, stable suppliers, and market access. Those that don’t will face penalties, disrupted supply chains, or even product bans.

What’s Changing With The EU’s new Packaging and Packaging Waste Regulation (PPWR)

The PPWR is part of the European Green Deal’s plan to make all packaging reusable or recyclable by 2030. It builds on national Extended Producer Responsibility (EPR) schemes, systems that make the companies placing packaging on the market financially responsible for its end-of-life.

Here’s how the rollout looks:

• 2024–2025: Countries review and adopt their national systems.

• 2026: Regulation become effective

• 2027: Member States define penalties associated with non-compliance, with the flexibility to impose stricter measures than those outlined in the overarching framework.

• 2030: Recycling and reduction targets become enforceable. Non-compliant packaging is banned.

• 2040: Targets reviewed and raised further.

  
  

From 2030, any packaging with less than 70% recyclability will be banned from the EU market.

From 2038, the bar rises again: packaging below 80% recyclability will also be banned.

This means your packaging design choices in the next two years will decide whether you can sell in Europe in five. Put simply, the countdown has begun.

We’ve created a comprehensive white paper on the EU PPWR and UK EPR — everything you need to understand the upcoming packaging regulations and how they impact your business. Message us to purchase your copy and ensure your business stays compliant and competitive.

What Happens If You Don’t Act

Ignoring these changes won’t make them go away. Countries like France already impose fines of up to €30,000 per infringement for companies that fail to register under an EPR scheme. In the UK, penalties apply per tonne of non-compliant packaging.

Non-EU businesses that export to Europe will need to:

• Register with national EPR schemes.

• Obtain recyclability certification and traceability data.

• Prove recycled content levels (especially for plastics).

• Include a unique identifier in their contracts and terms of trade.

If your packaging doesn’t meet these requirements, you risk fines, product delisting, and blocked shipments at customs.

And the real challenge? Achieving compliance takes time. Packaging redesign, material testing, and supplier certification can’t be done overnight.

Lessons from early adopters

Europe isn’t starting from scratch. Many countries already have strong EPR systems in place and they offer valuable insight into what works. Countries like Belgium, France, and the Netherlands have been running EPR systems for years. Their results are instructive:

• Belgium: Leading with eco-modulation

  • Belgium’s Fost Plus system rewards recyclable packaging and penalises materials that can’t be effectively recovered. Companies pay higher “eco-modulated” fees for packaging that obstructs recycling. As a result, Belgium now ranks among the top performers for packaging collection and recycling.

• France: Driving compliance through traceability

  • France introduced mandatory registration and a unique identifier system managed by ADEME and Citeo. Every producer must display their identifier in contracts and T&Cs. Non-compliance can trigger fines of up to €7,500 per tonne or per unit. The result? Household packaging recycling has jumped from 55% to over 70%.

• The Netherlands and Germany: Transparency and innovation

  • Both countries have focused on data accuracy and traceability, helping local recyclers and producers invest in better infrastructure. These systems have proven that when EPR is well designed, it drives not only recycling but also domestic innovation.

All of them show that strong EPR frameworks drive innovation, but they also require careful planning and compliance management.

The global ripple effect

What’s happening in Europe is shaping the global market. Large corporations are moving fast to secure access to compliant materials.

Unilever, for example, recently purchased part of an Indian plastic recycling company to guarantee a steady, verifiable supply of recycled content for its packaging. This is about control, traceability, and future-proofing against material shortages once regulations tighten. It’s not just about meeting the rules, it’s about staying competitive.

Emerging market trends

Across Europe and beyond, several trends are accelerating:

• Paperisation of packaging: Brands are shifting away from plastics to fibre-based solutions where possible.

• Reusable and refillable systems: More retailers are testing closed-loop models.

• Recycled content certification: Programs like EuCertPlast ensure the traceability of recycled plastics.

• Supplier accountability: Brand owners now expect packaging suppliers to deliver compliance-ready products.

• Data and reporting roles: Some companies are hiring new staff just to handle EPR reporting and traceability data.

The message is clear: packaging compliance is no longer just a regulatory box to tick, it’s a core part of market access and brand reputation.

A quick look at EPR systems around the world:

What This Means for Your Business

Even if you’re based outside Europe, your packaging will soon need to meet EU-level standards. That means:

• Designing for recyclability and disassembly.

• Tracking recycled content and verifying sources.

• Working with certified suppliers.

• Updating contracts, EPR registrations, and declarations.

• Aligning your packaging data with national reporting systems.

  
  

For many brands, this will require a shift in mindset from reactive compliance to proactive packaging strategy.

The brands that start now will gain more than just compliance. They’ll have better material control, stronger supplier relationships, and early access to markets that are tightening fast.

The Real Risk of Inaction and Why waiting isn’t an option

Regulatory change moves fast once the framework is in place. If your packaging strategy isn’t aligned now, you risk not being ready when enforcement begins. Re-engineering packaging under pressure, while competitors are already certified, could mean losing shelf space and market access.

The 2030 deadline might sound distant, but building a compliant packaging system takes time. It involves supplier collaboration, recyclability assessments, traceability systems, and sometimes complete packaging redesign.

Now is the time to act.

Get Expert Support Before It’s Too Late

The countdown to 2030 has already started. The brands that act today will be the ones still on the shelves tomorrow.

At AWEN Packaging Consulting, we help brands design packaging strategies that meet global circular economy standards. Whether you’re selling in Europe, the UK, or Australia, our team can guide you through recyclability assessments, EPR compliance, and supplier certification.

If your brand sells into the EU market, you need to be confident your packaging will meet the new recyclability and EPR standards.

Get in touch with us today to chat about your roadmap to compliance and competitiveness before 2030.