Answer extracted from the Just-in-Time | Your E-Commerce Logistics Podcast — listen to the full episode below.
What is the PPWR and how will it transform EU packaging by 2030?
The PPWR (Packaging and Packaging Waste Regulation) is a proposed new EU regulation designed to improve sustainability of packaging, reduce waste, and harmonize rules across all member states while strengthening the circular economy. All packaging must be either reusable or recyclable by 2030, with at least 70 percent recyclability required by 2030 and 80 percent by 2038. The regulation was slated for final approval in autumn 2024 by the new European Parliament.
From waste crisis to circular mandate: the PPWR's environmental mission
The PPWR responds to an urgent scale of waste accumulation across Europe. In 2022 alone, the EU generated 84 million tons of packaging waste, averaging 188 kilograms per person—a volume that existing collection and recycling systems cannot sustainably absorb. The regulation directly addresses this by requiring member states to harmonize their packaging rules, eliminating the current patchwork of national regulations that complicate compliance for pan-European e-commerce operators.
Beyond waste reduction, the PPWR aims to strengthen the circular economy and reduce greenhouse gas emissions across production, transportation, and recycling phases. This is where the recyclability thresholds become critical: by 2030, every packaging item introduced to the EU market must achieve at least 70 percent recyclability; by 2038, that floor rises to 80 percent, effectively phasing out non-recyclable packaging formats. As discussed in the Just-in-Time episode, this timeline applies regardless of a company's size or current operations.
"Distributors are not only responsible for the actual product itself but also for the packaging and product components that they put into circulation, and that for the entire life cycle, right through the whole recycling process."
Lena — Head of Marketing, Licenseiro (InterZero's online shop for packaging compliance). Lena leads marketing strategy for InterZero's regulatory compliance platform, supporting e-commerce merchants across Europe in meeting Extended Producer Responsibility obligations and navigating increasingly stringent national packaging laws. InterZero itself is one of Europe's leading full-service environmental service providers, managing raw material recovery and waste prevention for thousands of distributors.
The shift from waste management to producer accountability is the hidden engine of the PPWR. As explored in more depth in the episode, this principle—known as Extended Producer Responsibility (EPR)—means that any company distributing packaging to end consumers must finance and track that packaging through the entire recycling chain. The PPWR codifies this across the EU, eliminating loopholes where companies could avoid responsibility by operating across multiple countries with different standards.
To illustrate the stakes: Germany alone recovered more than 4 million tons of secondary raw materials through recycling in 2020, yet the country still imports virgin materials to meet demand. A unified, 80-percent-recyclable standard across all 27 EU member states would dramatically increase the feedstock available to manufacturers, reducing dependence on extraction and the carbon cost of international sourcing.
The 18-month implementation window after the PPWR comes into force—a tight timeline for redesigning packaging supply chains—explains why Lena and the byrd team emphasize early compliance planning in the podcast. E-commerce merchants who delay adaptation risk stock obsolescence and regulatory penalties.
See also
What are the three main obligations for e-commerce merchants placing packaging on the German market?
The three packaging act obligations in Germany are: first, completing licensing (system participation) with a dual system via Licenseiro.de; second, registering at the Central Packaging Register (Lucid); and third, labelling products with the Triman logo.
What are the key differences in packaging compliance requirements between European countries?
Regulations differ significantly country by country. In France, licensing is mandatory from the first kilogram of packaging with no quantity thresholds, while other countries have different registration and fee structures.
What is Extended Producer Responsibility (EPR) and how does it apply to e-commerce packaging?
Extended Producer Responsibility stipulates that producers are responsible for their product till the end of its life cycle, meaning distributors are responsible for the packaging and product components they put into circulation through the entire recycling process.