Companies are strategically evaluating how they can make products and packaging more circular and less wasteful, in response to emerging environmental policies. There is a particularly pressing need for sustainable products and packaging in Europe, home to the European Green Deal. 

With this set of policy initiatives, the EU intends to become the first climate-neutral continent by 2050. To reach this goal, a wave of new policies continues to wash over the EU market. 

What’s new and what’s coming soon for consumer packaging? At Graphic Packaging International, our teams actively monitor policymaking processes that affect brands, retailers and food service providers. Here are five key EU legislative initiatives we’re following. 

5 EU Regulations Influencing Packaging

1. Packaging and Packaging Waste Regulation (PPWR)  

With PPWR, the EU intends to reduce the environmental impact of packaging across its life cycle by applying circular economy principles to all types of packaging.   

For example:  

• All packaging should use minimum materials needed to fulfill its function.  

• All packaging must be recyclable. By 2030, packaging must comply with Design for Recyclability (DfR) criteria. By 2035, packaging must comply with Recycling at Scale.  

• Plastic packaging must include a minimum percentage of recycled content.  

• Certain single-use plastic packaging will be banned over time. 

2. Extended Producer Responsibility (EPR)

Under EPR legislation in the EU, producers are responsible for managing their products sustainably after consumer use. This includes designing for recyclability, tracking waste and covering costs for recycling programs. EPR is evolving under PPWR, favoring businesses using lightweight, circular and recyclable packaging. 

3. EU Deforestation Regulation (EUDR) 

EUDR prohibits the sale of products within the EU (regardless of country of origin) that contribute to deforestation or forest degradation. EUDR regards the main driver of deforestation as the expansion of agricultural land linked to the production of commodities like cattle, wood, cocoa, soy, palm oil, coffee, rubber, and their derived products. 

Companies must source materials from land that meets deforestation-free criteria, provide traceability of where products on the market are sourced, assess and mitigate the risks to forest health in their supply chains, and report their due diligence activities. The EU adopted the regulation in 2023.  Large and medium-sized companies must comply by Dec. 30, 2025, and small/micro companies need to conform by June 30, 2026.  

4. Single-Use Plastics Directive (SUPD) 

The purpose of SUPD is to reduce using single-use plastic items where viable alternatives exist. EU countries must promote alternatives and enforce requirements on producers for design, labeling and waste management. While the directive started in 2021, implementation varies, with some materials (such as biodegradable and compostable materials) exempt from bans. 

5. Plastic Tax 

EU member states must report and pay a levy on non-recycled plastic packaging waste, encouraging the introduction of national policies to reduce this waste and improve recycling. The tax was introduced in 2021, with various countries, like the UK and Spain, implementing their own packaging taxes. Italy plans to follow in 2026. 

Advocacy for EU Packaging Regulations 

The EU and member states are currently developing criteria and standards for PPWR delegated acts and other national legislation. During this process, we advocate for science-based policies and alignment across countries and industries, including consistency in waste collection and recycling. 

We engage with the European Committee for Standardization to influence Design for Recycling (DfR) standards that will be considered in PPWR secondary legislation in development. DfR helps packaging producers ensure products are accepted in collection streams and are compatible with widely available recycling processes. Additionally, our company’s experts work with the Joint Research Centre on harmonized sorting and labeling to optimize recycling efficiency. 

What About UK Packaging Policies? 

The UK, which withdrew from the EU in 2020, is also undergoing significant packaging regulation reforms to reduce The UK, which withdrew from the EU in 2020, is also undergoing significant packaging regulation reforms to reduce waste and promote a circular economy. There are many similarities to what happens in the EU — but with somewhat faster timelines.  

• The UK enforced a Plastic Packaging Tax in 2022 for plastic packaging with less than 30% recycled content.  

• Certain single-use plastics are banned as of 2023. 

• This year, a new organization launched to carry out the UK’s Extended Producer Responsibility for packaging (pEPR) program. 

• In 2025 and 2026, respectively, workplace and household waste collectors must follow new Simpler Recycling rules. 

We collaborate with industry experts, including British Printing Industries Federation Cartons and the UK Alliance for Fibre-Based Packaging, to understand and address challenges for paperboard recycling and EPR in the UK, and together, we advocate for the environmental benefits of paperboard packaging. We also consult with the UK’s Department for Environment, Food and Rural Affairs (DEFRA) on DfR and recycling assessment methodology to improve paperboard recycling systems.       

Leading in the Era of Circular Packaging Innovation 

Packaging and recycling reform can be confusing and disruptive for businesses. In-house teams and business partners can help companies adapt to new and evolving regulations, enabling them to:   

• Minimize fees and taxes.   

• Avoid “do not recycle” labels and market restrictions.   

• Enhance business value and resilience as the shift toward circular solutions continues. 

The PPWR is set to catalyze change in packaging and recyclability for years to come. The current European regulatory framework pushes for more sustainable alternatives to plastic packaging. Companies must innovate quickly to adapt.