Now we’re getting somewhere!
That’s the message coming out of Brussels as, after years of political wrangling and industry lobbying over the EU’s proposed Packaging and Packaging Waste Regulations (PPWR), a preliminary deal has finally been struck between the EU institutions. The agreement means that years of uncertainty have been ended with the stroke of a pen.
Or does it?
As the most significant overhaul of EU packaging legislation in a generation, it’s perhaps unsurprising that the road to the agreement was fraught with controversy. In fact, there were times when it seemed like the whole process was about to derail, such was the chasm that existed between the positions of the EU Parliament and the European Council.
However, at the 11th hour in the final round of talks before the European elections, the deal was struck. Here, we’ll unpick what this means for the packaging industry and the many industries that rely on it, what has been finalised, and what is yet to be decided.
You can find the final text of the EU’s PPWR deal here.
What is PPWR?
In short, PPWR is a set of measures aimed at curbing packaging waste, with a particular focus on plastic.
This is a broad objective that has huge ramifications for virtually every business that deals with the EU market, and the half-a-billion consumers who live there. In short, the reforms aim to reduce the impact of problem plastics, promote and improve the quality of reusable and recyclable packaging, and harmonise extended producer responsibility (EPR) policies across member states.
PPWR is set to come into force at the end of 2024, from which point EU member states and businesses will have 18 months to ensure they are compliant. In practice, this means the rules will become binding in the middle of 2026.
What does the PPWR agreement mean?
While the end goal of PPWR is fairly simple – solve the packaging waste problem – the process of reaching that goal is anything but.
The key pillars agreed in the final PPWR text include:
Phased reduction targets: PPWR aims to incrementally decrease the total amount of packaging waste produced across the EU. The targets are to reduce waste generation by 5% by 2030, 10% by 2035, and 15% by 2040.
The ‘waste hierarchy’ is the cornerstone of the EU’s policy on packaging waste. This hierarchy lists the potential outcomes for waste in order of preference.
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Prevention – Reducing the total quantity of waste materials generated is the number one priority. One of the measures designed to encourage this is weight reduction, which will particularly impact glass packaging manufacturers.
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Reuse – Packaging that can be cleaned and prepared for reuse – like PET bottles in a deposit return scheme – is a hugely important aim of PPWR.
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Recycling – The definition of recycling currently includes compostable packaging, which may change as the definitions around recycling are amended in the coming years (more on this below).
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Other recovery (eg energy recovery) – If the material cannot be reused or recycled, it may be able to be converted into something of use. In energy recovery, for example, waste can be burned, with the resulting heat being used to convert water to steam. That steam can be used to turn generator turbines.
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Disposal – Rock bottom of the list is disposal – in other words, landfilling or incineration.
Packaging containing PFAS – known as ‘forever chemicals’ due to their persistence in the environment will be banned. The use of single-use plastic packaging will also be restricted for several applications, like fresh fruit and veg packaging less than 1.5kg in weight, food and drink in foodservice and hospitality settings, and grouped packaging.
It should be noted that the regulation acknowledges concerns about greenwashing in bioplastic production. Factors like land use and resource competition will be taken into account, nuances which mean the future of bioplastic packaging remains unclear.
What does PPWR mean for my business?
Firstly, PPWR does not differentiate between domestic and imported plastic packaging. Imported packaging and the materials it is made of must meet the same standards as EU-made equivalents – even though the details behind those standards are not yet finalised. That means it will apply to non-EU businesses looking to supply into the single market.
Another important note is that the scope of PPWR has been expanded to include the healthcare industry – the first time this sector has been included in sustainability legislation of this kind. That means healthcare businesses will need to rethink the design and materials used in their packaging. One example may be to adopt alternatives to single-use plastics for pharmaceutical blister packs using recyclable monomaterials, paperboard printed with metallic inks, or other innovations.
It also means that reducing packaging is going to be a key aim of the industry going forward. Light weighting or adopting inherently minimalist packaging formats like pouches and flow wraps, will be essential, which has interesting implications around pack functionality, especially in the food sector. Here, food producers will rely on advanced barrier coatings, linings, and lidding films which can help protect and preserve products through the supply chain – and it’s up to packaging manufacturers to communicate how their products deliver on those needs.
If you’re an innovative packaging manufacturer, these regulations present an opportunity to get ahead of the curve and establish yourself as the packaging partner of the future. And we’re here to help you ensure your voice rings out the clearest in a crowded field.
Get in touch today to learn more about how our team of packaging PR experts can help you thrive in an increasingly regulated industry.