The PPWR explained simply

New European packaging regulations: what they mean in practice for wine merchants, wineries, producers and drinks professionals.

 

Since 12 August 2026, the PPWR (Packaging and Packaging Waste Regulation) has officially applied throughout the European Union. This new regulation governs packaging and packaging waste with the aim of accelerating the transition towards a more circular economy.¹

However, despite the amount of information available, it is not always easy for businesses to understand what is actually changing.

So, what exactly does the PPWR provide for? Who is affected? And, most importantly, what impact could this regulation have on businesses that use packaging every day?

In this article, we explain the key points of the PPWR in simple terms and what it means for your business in practice.

 

1. What is the PPWR?

The PPWR (Packaging and Packaging Waste Regulation) is the new European regulation on packaging and packaging waste. Its objective is to harmonise the rules that apply across all European Union Member States and regulate the entire life cycle of packaging more effectively, from its design through to its end-of-life treatment.¹

Unlike a European directive, which must be transposed into the national law of each country, the PPWR is a European regulation. This means that its provisions apply directly in every Member State, creating a common framework for all affected businesses.¹

The regulation applies to all packaging, regardless of its material — paper, cardboard, plastic, glass, metal, wood and more — or its intended use. It also covers all packaging waste, regardless of the business sector in which the packaging is used.¹

 

2. Why has this new regulation been introduced?

The amount of packaging waste generated within the European Union continues to increase every year. In response, the European institutions have introduced a common framework designed to reduce the environmental impact of packaging throughout its life cycle.²

The PPWR forms part of this approach. Its ambition is to encourage more responsible packaging use by promoting reduction, recyclability and, where appropriate, reuse. It also aims to harmonise rules across Member States to make them easier to implement throughout Europe.¹²

 

3. What does this mean for your business?

Does the PPWR apply to my business?

Yes, if you use packaging to sell your products or provide them to your customers. The PPWR does not apply solely to packaging manufacturers. It also concerns businesses that place packaging on the European market or use it as part of their activities.¹

Whether you are a wine merchant, winery, brewery, distillery, delicatessen, biscuit producer, chocolate maker, foie gras producer or another local food and drink producer, this regulation may lead to changes in some of the packaging you currently use.

 

Do I need to replace all my packaging?

No. The application of the PPWR does not mean that all packaging must be replaced immediately. Although the regulation has applied since 12 August 2026, most of its new requirements will be introduced progressively from 2028, depending on the measure concerned.¹

In other words, there is no immediate need to review all your packaging. However, it is important to begin preparing for the forthcoming changes.

 

Which developments should you anticipate?

Although the applicable measures will depend on the type of packaging concerned, here are some examples of changes businesses may encounter over the coming years:

• Shipping packaging

The regulation provides for limits on unnecessary empty space in certain transport and e-commerce packaging. In time, parcels will need to be more appropriately sized to reduce the amount of material used for protective filling.¹

• Gift packaging

Manufacturers may need to adapt certain materials or designs to comply with the future recyclability criteria established by the regulation.¹

• All packaging

New harmonised pictograms will be introduced progressively throughout the European Union to make it easier for consumers to sort packaging correctly.²

These examples are provided for illustrative purposes only. They demonstrate the types of changes anticipated under the PPWR but do not constitute an exhaustive list. The applicable measures will depend in particular on the type of packaging, its material and the deadlines established by the regulation.¹²

 

Why does the PPWR already apply if many measures will be introduced later?

12 August 2026 marks the date from which the regulation applies, but this does not mean that every obligation takes effect immediately.

As with many European regulations, certain measures still require implementing legislation, technical clarification or adaptation periods to give businesses sufficient time to prepare.

The objective is therefore to establish a common direction for all stakeholders and allow them to anticipate forthcoming changes, rather than impose an abrupt transition.¹

 

What should you do now?

You do not need to review all your packaging immediately. However, we recommend that you:

• Monitor the key PPWR deadlines
• Speak to your suppliers about planned changes to your packaging
• Incorporate the new requirements progressively when developing new packaging or renewing your ranges
• Consult official information regularly, as further details concerning the implementation of the regulation will be published

 

💡 Key point

The PPWR now applies, but this does not mean that you must replace all your packaging immediately. The different measures will take effect progressively according to the deadlines established by the regulation. This approach gives businesses and their suppliers time to prepare for the changes.

 

4. Where can you find official information?

To follow the development of the PPWR and check which provisions apply to your business, we recommend referring primarily to official sources. These remain the only authoritative references for understanding the obligations currently in force and the various deadlines established by the regulation.¹

We recommend consulting:

• The full text of Regulation (EU) 2025/40¹
• A more accessible summary published by the European Commission²
• The information and frequently asked questions published by the European Commission³
• The PPWR guidance document, which is updated as the regulation is implemented⁴

 

💡 Good to know

The implementation framework for the PPWR will continue to evolve. Certain practical arrangements will be clarified progressively by the European Commission. If you are planning a specific packaging project, you should therefore check the latest information before beginning development.¹

 

5. What is Oplezio doing?

At Oplezio, we are closely monitoring the new PPWR provisions so that we can anticipate the future requirements applying to packaging.¹

Our objective is to support you throughout this transition by adapting our ranges progressively when necessary and keeping you informed about the main changes that could affect your packaging.

We work closely with our suppliers to incorporate these new requirements as they are implemented, while continuing to provide solutions that combine quality, visual appeal and performance.

If you have a specific project or questions about how the PPWR could affect your packaging, our teams are available to advise you and answer your questions.

Because our role extends beyond packaging: we are also here to help you prepare for changes affecting your business.

 

Conclusion

The application of the PPWR marks an important stage in the development of European packaging regulations. Although many measures will be implemented progressively over the coming years, understanding the regulation’s main objectives now will help businesses prepare confidently for future changes.¹

For professionals, the priority is to remain informed, monitor the key deadlines and work with partners capable of supporting this transition.

At Oplezio, we will continue to monitor the implementation of the PPWR closely, provide you with reliable information, adapt our solutions when necessary and support you throughout this transition.

 

Sources

¹ Regulation (EU) 2025/40 on packaging and packaging waste (PPWR) – EUR-Lex
The official reference text of the European regulation.
Read the regulation

² Official overview of Regulation (EU) 2025/40 – European Commission
An overview of the PPWR’s main objectives, timetable and provisions.
Read the overview

³ Frequently asked questions – European Commission
Answers to the main questions concerning the implementation of the PPWR.
Read the FAQ

⁴ PPWR guidance document – European Commission
The official guidance published by the European Commission to support implementation of the regulation. This document explains how many of the PPWR’s provisions should be interpreted.
Read the implementation guidance