If you run a webshop, you're probably already familiar with EPR: the rules that hold you, as a seller, responsible for the packaging you place on the market. But something new is coming. The PPWR, short for Packaging and Packaging Waste Regulation, is a European regulation that significantly changes the rules around packaging. And yes, this affects your e-commerce business too.
In this article, we explain what the PPWR is, how it differs from EPR, and what it concretely means for entrepreneurs who sell online.
What is the PPWR?
The PPWR is European legislation that applies to anyone who places packaging or packaged products on the European market. The regulation was adopted on 12 February 2025, and a number of obligations will take effect from 12 August 2026.
The goal? Making the packaging chain more sustainable. The European Commission wants to achieve three things:
- Tackling the entire life cycle of packaging, from design to recycling
- One set of rules for all EU countries, making trade within Europe smoother
- A climate-neutral packaging chain by 2050
For e-commerce businesses, this is relevant because packaging plays a major role in your operations: from product packaging to the box you ship in.
What is the difference between PPWR and EPR?
This is where it often gets confusing. EPR (Extended Producer Responsibility) and PPWR are easily mixed up, but they're two different things.
EPR is a principle: producers are responsible for the entire life cycle of their products and packaging, including their collection and recycling. In practice, this means you register in every EU country where you sell and contribute to the processing costs of packaging waste. Each country has its own rules and registers for this. You can read more about it on our page about Extended Producer Responsibility.
PPWR is a concrete EU regulation that sets uniform requirements for packaging itself. Think of recyclability, materials, weight, volume, and labelling. Whereas EPR is mainly about your responsibility for waste, PPWR is about how packaging should actually look and what materials it may be made of.
In short: EPR will continue to exist, but PPWR is being added to it. The two complement each other.
What changes for e-commerce businesses?
The PPWR introduces new concepts, roles, and obligations. These are the key points that apply to webshops:
- New roles are being introduced, such as Producer, Importer, Distributor, and Fulfilment Service Provider. The role you have determines which obligations apply to you.
- Packaging is being categorised differently. The familiar terms primary, secondary, and tertiary are disappearing. They're being replaced by terms like transport packaging and e-commerce packaging.
- The threshold for declaration is disappearing. Until now, smaller players were often exempt, but under the PPWR, all producers must register. For businesses under 10,000 kilos, a simplified declaration applies.
- From 2030, packaging that is less than 70% recyclable will be banned. Exactly how this recyclability will be measured is something the European Commission will work out in the coming years.
- Packaging must also be as light and compact as possible. Unnecessary empty space in boxes will be restricted.
- A ban on PFAS in food packaging will take effect from 12 August 2026. Do you sell food products or items that come into contact with food? Then those packages may no longer contain PFAS above the set thresholds.
- Uniform disposal labels will be introduced, so consumers across Europe know in the same way what to do with a packaging.
- Manufacturers must draw up a declaration of conformity for every packaging they produce.
For anyone selling via Amazon FBA, Bol, or their own webshop, this means that both your product packaging and your shipping packaging will come under scrutiny.
How can you start preparing now?
Many details will be worked out in the coming years through additional implementing acts. Still, you can already take steps now:
- Determine which role(s) you have under the PPWR
- Make a list of the types of packaging you use
- Ask your suppliers what packaging information they can share with you
- When designing new packaging, start thinking about recyclability and minimisation
A few caveats
The PPWR is an extensive regulation, and not everything is known in detail at this point. The information in this article is based on what has been published so far by the European Commission and organisations such as Verpact. Up to and including 2029, dozens of additional implementing acts are expected, containing more specific percentages, deadlines, and technical requirements. It is therefore quite possible that some points will be supplemented or adjusted over time.
Do you have questions about how PPWR or EPR works out for your situation? Our EPR specialist Juul is happy to think along with you.
