The European packaging industry is taking a clear stand against efforts to relaunch the EU Packaging and Packaging Waste Regulation (PPWR) or to delay its entry into force. In particular, the industry association Flexible Packaging Europe warns that any political or regulatory delay would entail significant risks for industry, trade and the entire packaging value chain in the EU. The PPWR is set to become binding in all EU member states from 12 August 2026, creating a harmonised legal framework for packaging for the first time. Against this backdrop, the industry is not calling for a reorientation of the regulation but rather for swift and practical implementation by the European Commission. Clear, uniform and actionable guidelines are crucial in this regard, as they provide planning certainty for companies throughout the entire supply chain.
Retailers and producers must directly implement new requirements regarding recycling, recycled materials, packaging minimisation and market restrictions. Flexible Packaging Europe considers the European Commission’s guidance to be insufficient for ensuring Europe-wide consistency and calls for concrete legislative measures in consultation with national authorities, for example regarding PFAS and recycling targets. The industry has already invested more than one billion euros in research to prepare for the PPWR requirements. Any delay or renewed political debate jeopardises these investments and makes planning difficult for companies.
Furthermore, the association warns of increasing fragmentation of the internal market if the EU fails to ensure a stable and uniform legal framework. Without clear European guidelines, individual member states could introduce their own regulations, which would lead to distortions of competition and additional complexity for companies operating internationally. It is evident that the PPWR will serve as the central regulatory framework for packaging for retailers and producers throughout Europe. From the industry’s perspective, stability, speed and clarity in implementation are considered crucial to avoid stifling innovation and delaying the transition to a functioning circular economy in the European packaging market. The packaging industry is ready, and so retailers and producers need to act accordingly and fast, as a failure to comply may result in a sales ban under the Packaging Regulation.
VERE e.V. is in contact with all relevant stakeholders and keeps its members informed about further developments via the “VERE Insider”.
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