Global packaging regulations are rapidly evolving, and at the center of this dynamic landscape is the European Union Packaging and Packaging Waste Regulation (PPWR). 

The regulation addresses concerns around growing packaging waste in the EU coupled with promoting circularity in the packaging sector. It’s one of the most significant packaging regulations in recent years and will reshape packaging in Europe over the next decade.  

• This regulation applies to all packaging and packaging waste produced or imported into the EU. 

• The legislation harmonizes packaging requirements across all EU member states. 

• The PPWR sets high targets over time for packaging minimization, recycling rates, waste reduction and more. 

• The PPWR entered into force in 2025, and the timeline for compliance requirements spans all the way to 2040. 

The PPWR represents both a challenge and an opportunity for the packaging industry and consumer brands.  

On the one hand, there’s the challenge of quickly pivoting to meet new requirements (or otherwise face penalties or even market restrictions) while planning for further changes over time. There’s also the ongoing challenge of balancing the sustainability of packaging with functionality and convenience. 

On the other hand, regulations can be major catalysts for packaging innovations. New packaging requirements present new opportunities to lead the market and to achieve sustainability commitments. 

So, how can the packaging industry and brands prepare now to be compliant and stay agile to get the most benefits out of all the changes ahead? 

Our Proactive and Innovative Approach to Packaging Regulations 

At Graphic Packaging, we support the transition toward more circular packaging through collaboration, advocacy and innovation. We track every new and developing packaging regulation that affects our customers, our industry, our solutions and our business.  

Our sustainability experts get the latest insights directly from industry and government groups. And we bring these real-time updates to our internal teams and our customers to guide our innovation roadmap. 

Elodie Bugnicourt, sustainability director international (far right), speaks to Graphic Packaging customers about global packaging regulations, such as PPWR, during European Carton College in Poznań, Poland, in June. At this annual event, customers get in-depth, hands-on learning about paperboard production processes, all matters on sustainability and approaches to innovation. 

Pivoting With Sustainable Packaging Innovations 

Producing better packaging is foundational to our business strategy and sustainability goals. We intend to make every new packaging innovation more circular, more functional and more convenient than existing alternatives.  

To accomplish this, we created our own Design for Environment (DfE) methodology to guide every design decision and manufacturing choice. By applying DfE thinking early, we’re able to drive circularity and reduce environmental impacts throughout the entire lifecycle of our packaging.  

By making this a core element of our innovation process, we’re able to quickly pivot to meet new and emerging requirements for sustainable packaging. We maximize the circularity of our consumer packaging using renewable and recycled materials and design for optimal recyclability. And we explore alternatives for the non-fiber materials used in our products (such as coatings and treatments). Existing and emerging regulations are considered at every step of the process to prepare our packaging to be compliant with evolving legislation. 

Industry Partnerships and Advocacy for European Packaging Regulations  

There are many aspects of the PPWR, such as delegated acts defining standards and guidelines relevant regulatory to implementation, that are still in development. We work with policymakers through industry groups to ensure the legislation is both effective and practical.   

“Cross-industry collaboration is fundamental to ensure the PPWR is implemented effectively throughout the EU. No one can tackle the circularity challenge on their own. To have a far-reaching impact, it’s essential to speak with a single industry voice, backed by widely accepted facts and figures.” 

— Elodie Bugnicourt, Sustainability Director International, Graphic Packaging

Through a unified message, we collectively push for consistent definitions and measurements (e.g., of recyclable and compostable for fiber-based packaging). We also recommend factual, science-based guidelines, based on our own product testing and insights. Through these collaborative efforts, we’re able to influence global policies related to packaging, and keep our teams and customers informed. 

We also engage in advocacy for country-level packaging and packaging waste regulations in Germany and the U.K. 

Every year, DfR rules are reviewed under German packaging minimum standards, and we take part in technical committees. We are a member of Fachverband Faltschachtel-Industrie (FFI), which brings together experts across the folding carton industry to form industry standards, such as for recyclability of composite packaging, and to publish policy positions in Germany. 

And Graphic Packaging is a founding member of the new Alliance for Fibre-Based Packaging. We work with the Alliance to help inform the development of circular waste and recycling policies for paperboard consumer packaging in the U.K. As the country rolls out a new packaging Extended Producer Responsibility (EPR) program, we’re helping make sure the recyclability assessment methodology; EPR fees; and collection, sorting and recycling infrastructure support highly circular paperboard lifecycles. 

“Elodie Bugnicourt [international sustainability director at Graphic Packaging] and other Graphic Packaging experts are a valued asset to both ECMA and the wider fiber packaging industry. Through input concerning sustainability and aligning industry practices with circular economy principles, they help us drive collaboration within the sector to improve recycling, eco-design and resource efficiency, helping the industry transition to a more sustainable future.”

— Mike Turner, Managing Director, European Carton Makers Association (ECMA) 

Turn Packaging Regulations From Challenges to Opportunities

Our in-house sustainability and innovation experts collaborate with customers to help them navigate rapidly evolving packaging regulations. Thanks to our participation in the above alliances and expert groups, we have deeply technical, data-informed packaging expertise; up-to-the-minute updates on packaging legislation; and a holistic perspective on the real-world impacts of packaging design and requirements. 

Tell us about a challenge you want to solve or a packaging idea you want to bring to life. We’re here to answer your questions and help you get ahead of the curve. Contact us here today.