PPWR and Packaging: What the New EU Rules Mean for Labels and Packaging Materials

The new Packaging and Packaging Waste Regulation (PPWR) generally applies across the European Union from 12 August 2026. Its aim is to reduce packaging waste, use materials more efficiently and gradually improve the recyclability of packaging. The new rules affect the entire packaging value chain, including labels and flexible packaging. The label material, adhesive, printing inks and surface finishes can all influence how the packaging as a whole is sorted and recycled. In this article, we briefly explain what PPWR introduces and what should be considered when designing labels and choosing a packaging solution.

What is PPWR?

PPWR stands for the Packaging and Packaging Waste Regulation. Regulation (EU) 2025/40 of the European Parliament and of the Council introduces common packaging rules across the European Union. It applies to all packaging, regardless of the material or industry. This includes plastic, paper, metal, glass and composite packaging. The Regulation covers the entire packaging life cycle. From design and production to use, collection, reuse and recycling.

PPWR focuses primarily on:

preventing packaging waste and reducing the amount of material used,
improving packaging recyclability,
increasing the use of recycled material in selected plastic packaging,
restricting certain substances in packaging,
introducing more harmonised labelling and supporting reuse.

PPWR does not introduce a blanket ban on plastic packaging, nor does it require every plastic label to be replaced with a paper one. The appropriate solution depends on the specific product, material and design of the entire package. The individual requirements are being introduced gradually, and detailed implementing rules are still being developed in some areas.

Why Does PPWR Also Apply to Labels?

A label is more than a carrier of branding, design and product information. According to the PPWR, labels hung directly on a product or attached to it may be considered packaging. A label affixed to a bottle, jar or other type of packaging is generally considered part of the complete packaging unit.

When assessing packaging, it is therefore not enough to consider only the material of the main container. It is also important to understand how the label and other components behave during sorting and recycling. The outcome can be influenced in particular by:

the material, size and method of application of the label,
its compatibility with the main packaging,
the adhesive used,
printing inks, varnishes and surface finishes,
the possibility of the label peeling off during processing.

An unsuitable combination of materials can make the packaging more difficult to identify, sort or recycle. When designing a label, it is therefore important to consider the material of the container, how the packaging will be used and the recycling process for which it is intended. The label and the main packaging should be designed as one functional unit.

What Does PPWR Introduce for Packaging?

PPWR introduces common packaging rules across the European Union. Its goal is to reduce waste, conserve materials and improve the conditions for the reuse and recycling of packaging. The individual requirements are being introduced gradually, and their specific impact will depends on the material, intended use and type of packaging.

Packaging Recyclability

Packaging will not be considered recyclable simply because its main material can be recycled. The entire packaging unit, including the label, adhesive, closure and other components, will be assessed. From 2030, or later depending on the adoption of detailed rules, recyclability is expected to be assessed according to common Design for Recycling criteria. From 2035, the assessment should also consider whether the relevant type of packaging is collected, sorted and recycled at scale across the EU.

Less Unnecessary Material

From 2030, the weight and volume of packaging must be reduced to the minimum necessary to maintain its functionality. This does not automatically mean using the thinnest material available. The packaging must still protect the product, enable its safe transport, and provide sufficient space for all required information.

Restrictions on Certain Substances

The PPWR sets limits for selected substances in packaging and its components. From 12 August 2026, limits on PFAS will also apply to packaging intended to come into contact with food. The complete packaging is considered, including the inks, varnishes, adhesives and other layers used.

More Harmonised Labelling

The PPWR will introduce harmonised labelling of packaging materials to make it easier for consumers to sort packaging correctly. This requirement will apply from 12 August 2028 at the earliest, or later depending on the adoption of implementing rules. A QR code or another digital data carrier may also be relevant for certain types of packaging.

Recycled Content in Plastic Packaging
From 2030, or later depending on the adoption of implementing rules, the PPWR establishes minimum recycled-content requirements for selected plastic packaging. The required proportion will depend on the category and intended use of the packaging and will gradually increase by 2040.

What Does This Mean Specifically for Your Label?

PPWR does not introduce a single universal “sustainable label” suitable for every product. A solution that works for a glass bottle may not perform equally well on PET or HDPE packaging. A paper label is therefore not automatically better than a plastic one, and using the same material as the container does not in itself guarantee good recyclability.

Material and Construction

When choosing a self-adhesive label, a wraparound label, a shrink sleeve or a die-cut label, it is important to know the material of the container and how the packaging is intended to be sorted and recycled after use. Another key consideration is whether the label should separate during processing or be recycled together with the main packaging.

Size and Method of Application

A label can affect the ability of sorting machines to identify the container material correctly. Its size, colour, surface area and method of application all play a role. Wraparound labels and shrink sleeves covering a large proportion of the packaging therefore require particular attention.

Adhesives, Inks and Surface Finishes

The adhesive, printing inks, varnishes, metallic layers and other finishing effects can also influence the outcome. This does not mean that printing or surface finishes are automatically a problem. However, their suitability must be assessed in relation to the specific combination of materials and the intended recycling process.

Before selecting a label, it is therefore advisable to know:

the material and colour of the main packaging,
the type of product and how it will be used,
the countries in which the product will be sold,
the required resistance to cold, moisture, grease or chemicals,
the method of label application and the desired printing effects,
the available technical information on the material used.

The sooner this information is taken into account, the greater the scope for selecting a suitable and practical solution. However, the suitability of the packaging as a whole cannot be determined solely on the basis of the label’s material or its general designation as “recyclable”.

How Is Aluprint Approaching PPWR?

Compliance with PPWR requirements necessitates cooperation throughout the supply chain. As a label manufacturer, Aluprint supplies one of the components of the final packaging. Compliance cannot therefore be assessed on the basis of the label alone, as it is influenced by the combination of all the components used – for example, the container, the cap, the label, the adhesive and other parts of the packaging.

Aluprint provides customers with the technical documentation required to assess the final packaging solution. Depending on the specific product, these may include:

material specifications and technical data sheets,
declarations regarding the substances used,
available information on recyclability,
declerations provided by material suppliers,
other relevant information and supporting documentation.

For products intended to come into direct contact with food, documentation relating to the relevant requirements for food contact materials may be provided separately.

The final assessment and declaration of conformity apply to the complete packaging system, not to the label as an isolated component. The responsible entity placing the final packaging or packaged product on the market bases this assessment on information provided by the individual suppliers. Aluprint’s role is to provide reliable data about the label supplied and to support customers in finding a suitable solution.

What Will Change in the Coming Years?
The PPWR requirements will not be introduced all at once. The timeline shows the main milestones, beginning with the Regulation’s general application in 2026 and continuing through new labelling rules, deposit-return systems and packaging design requirements, followed by stricter recyclability and recycled-content targets between 2035 and 2040.

For some obligations, the exact date will depend on the adoption of detailed implementing or delegated acts by the EU. We will therefore update the timeline as the regulatory framework develops.