PPWR: the new EU packaging regulation opens a new chapter for the graphic arts industry

The new EU Packaging and Packaging Waste Regulation (PPWR) will change the rules for packaging, printing, labelling and materials within the European Union. It introduces new requirements on sustainability, recyclability and reuse, and represents both a challenge and an opportunity for the graphic arts industry.

What is the PPWR?

The PPWR is the new EU Packaging and Packaging Waste Regulation, which transforms the way packaging is designed, produced and managed within the EU. Its aim is to drive more sustainable, efficient and responsible processes across the industry.

The regulation applies from August 2026, so companies across the packaging value chain are already reviewing materials, designs and processes to adapt to the new requirements.

It’s not just about packaging

Although the focus is on packaging, the PPWR has a direct impact on much of the graphic arts sector:

• Labelling
• Materials and production
• Finishing
• Printing

This regulation will transform processes, production and ways of working within the industry, from the choice of inks and substrates to the way information is presented to the end consumer.

What changes?

The regulation sets stricter criteria for sustainability and circularity: from more recyclable and reusable packaging to greater waste reduction and new labelling systems.

For printers, converters and material manufacturers, this means opting for mono-material solutions, recycling-compatible inks and adhesives, and designs that make separation and traceability easier.

A challenge… and an opportunity

Technological adaptation, new materials and new production methods will be key to driving the industry’s transformation and meeting future challenges. Companies that act early will be able to turn the regulation into a competitive advantage, offering brands solutions that already meet EU requirements.