
The publication of the PPWR represents the culmination of years of legislative work that started with the proposal by the European Commission in November 2022. The text underwent significant changes throughout the process, a reflection of the high levels of lobbying dedicated to this regulation.
The PPWR is expected to support sustainable packaging practices while reducing their environmental impacts. It introduces a set of definitions, requirements and targets for reuse for the first time in EU legislation with the aim to tackle the increasing volume of packaging waste. The regulation also seeks to harmonise packaging rules and remove barriers in the internal market, ensuring that all packaging placed on the market complies with design, recyclability, and/or reusability criteria.
As the voice of the European reuse industry, New ERA has actively engaged throughout the legislative process, providing expertise and advocating for a robust regulatory framework that supports reuse systems. New ERA is satisfied with the publication of the PPWR, marking a significant first step in the right direction, but remains aware of the various loopholes and exemptions that are undermining the main objective of reducing packaging waste.
Our Director General, Fernando Rodríguez-Mata, captures the mood of the reuse alliance: “The PPWR has left us with a bittersweet taste. Reuse has finally received some recognition, but the text’s ambition falls short of delivering what European reuse businesses expected and the European economy needed to create a competitive advantage through reuse systems. We will keep working with our regional partners and collaborate with national authorities to ensure proper enforcement and implementation of the text.”
To support the implementation of the PPWR, New ERA encourages policymakers, businesses, and civil society to join forces in building and scaling well-designed reuse systems that are accessible, convenient, and sustainable. Together, we can create a truly circular economy, and make reuse the norm.
The full text of the PPWR is available in all EU official languages in the EU Official Journal here. The entry into force will be on February 11, 2025, initiating a countdown for the adoption of secondary acts and setting the stage for its application as of 12 August, 2026.