PPWR applies in 77d 14h 08m 19s — 12 August 2026What to do →
PPWR applies in 77d 14h 08m 19s — 12 August 2026What to do →
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APPLIES 12 AUGUST 2026 · PREPARE NOW

EU Packaging &
Packaging Waste
Regulation (PPWR)

The complete guide for fashion and apparel brands. PPWR entered into force in February 2025 and most provisions apply from 12 August 2026 — giving brands very little time to get compliant.

Based on Regulation (EU) 2025/40 · Last updated May 2025

77
DAYS
14
HOURS
08
MINUTES
19
SECONDS
Until PPWR applies
12 August 2026
PPWR — AT A GLANCE
RegulationEU 2025/40 (PPWR)
Published22 January 2025
Entered into force11 February 2025
Applies from12 August 2026 ⚡
Applies toAll EU market packaging
Fashion packagingYes — all types
QR codes mandatoryFrom 2027
Recycled content target30% plastic by 2030
PenaltyMarket access blocked
WHAT IS PPWR?

The EU is redesigning how all packaging works — starting August 2026

The Packaging and Packaging Waste Regulation (PPWR) — formally Regulation (EU) 2025/40 — replaces the 1994 Packaging Directive and dramatically raises the bar for every company placing products on the EU market. It was published in January 2025, entered into force on 11 February 2025, and most provisions apply from 12 August 2026.

Unlike its predecessor, PPWR is a Regulation (not a Directive), meaning it applies directly and uniformly across all 27 EU member states. Every brand selling in the EU is equally bound — no room for countries to interpret it differently.

For fashion specifically, PPWR targets a sector with notoriously poor packaging practices: single-use polybags by the billion, over-sized shipping boxes, non-recyclable mixed-material wrapping, and almost zero use of recycled content at scale.

The regulation covers the full packaging lifecycle: design (recyclable by 2030), content (recycled material targets), minimisation (no unnecessary void space), labelling (QR codes from 2027), and reuse (reuse systems for B2B by 2030).

KEY PRINCIPLE

"Packaging placed on the market shall be designed to be reused or, where not possible, recycled, with minimum use of materials." PPWR establishes recyclability as the default design requirement — not a sustainability aspiration.

WHAT COUNTS AS PACKAGING FOR FASHION BRANDS?
🛍️
Polybags & poly mailers
Highest volume item — review spec now
📦
Shipping boxes & cartons
Inner and outer packaging both covered
🧻
Tissue paper & void fill
Includes recycled tissue and kraft paper
🏷️
Hangtags (if packaged)
When hangtags carry secondary packaging
👔
Garment bags
Woven PP and non-woven both in scope
👟
Shoe boxes & lids
Including inserts and stuffing paper
📮
E-commerce mailers
Plastic and paper hybrid formats scrutinised
🪆
Inner packaging
Padding, stuffing, anti-tarnish wrappers
🎀
Gift packaging
Ribbons, gift boxes, decorative bags
🪣
Retail bags at POS
Single-use carrier bags — strict rules
WHAT IS EXCLUDED?

Hangtags directly attached to the garment with no secondary packaging, labels printed directly on garments, and RFID labels sewn into garments are generally not considered packaging under PPWR.

PHASED REQUIREMENTS

What PPWR requires and when

PPWR obligations roll out in phases from August 2026 to 2030. The window to prepare is short — brands that haven't started their packaging audit are already behind.

12 Aug 2026⚡ APPLIES IN LESS THAN 3 MONTHS — START NOW
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Packaging minimisation enforced

Packaging must use the minimum material necessary. Void space in parcels must not exceed 40% unless technically unavoidable. Oversized boxes relative to product volume face restrictions immediately.

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Prohibited packaging formats banned

Certain single-use plastic packaging formats are banned. Mixed-material packaging that prevents recyclability faces restrictions. Review your current polybag, mailer, and tissue spec against the prohibited list now.

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EPR registration required

Brands placing packaging on EU markets must be registered with Extended Producer Responsibility (EPR) schemes in each relevant country. Registration should be in progress now.

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Packaging inventory mandatory

You must be able to report your packaging portfolio — by material, weight, and format — to EPR schemes from August 2026. Build your inventory now.

2027
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QR code mandatory on all packaging

Every packaging unit placed on the EU market must carry a QR code or approved data carrier linking to a digital record with material composition, recyclability status, and recycled content. TraceID generates these alongside your product DPPs.

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Recyclability labelling requirements

Packaging must carry recyclability information accessible to consumers. Harmonised EU labelling symbols apply from 2028, but brands should begin labelling now to be ready.

2028
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Harmonised recyclability labelling

EU-wide standardised recyclability labels replace national schemes. All packaging must carry harmonised symbols defined by implementing acts published by the Commission.

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Design for recycling criteria mandatory

New packaging must comply with EU-harmonised design-for-recycling guidelines, covering material compatibility, printing inks, adhesives, and label formats.

2030
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30% recycled plastic content in plastic packaging

All plastic packaging placed on the EU market must contain a minimum of 30% post-consumer recycled plastic content. For fashion this primarily affects polybags, mailers, and garment bags. Proof must be documented to GRS or equivalent standard.

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All packaging recyclable at scale

100% of packaging placed on the EU market must be recyclable or compostable under harmonised EU standards, as measured by the recyclability-at-scale assessment methodology.

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Reuse system participation for B2B packaging

Packaging used between fashion brands and their suppliers must participate in approved reuse or pooling schemes.

THE POLYBAG QUESTION

Are polybags banned under PPWR?

No — polybags are not outright banned. But PPWR makes most current polybag formats non-compliant over time. Single-material LDPE or HDPE polybags can meet the recyclability test; mixed-material laminated bags almost certainly cannot.

If your current polybag spec includes any lamination, mixed material, or metallic finish, assume it is non-compliant from 2030. Start the switch now — lead times for compliant packaging can be 12–18 months.

POLYBAG COMPLIANCE CHECKLIST
2026Single material (LDPE or HDPE only)
2026No lamination or mixed-material layers
2026Void space under 40% of parcel volume
2027Recyclability label on bag
2027QR code linking to digital record
203030% post-consumer recycled content
THE QR CODE REQUIREMENT

Every packaging unit. One QR. One digital record. From 2027.

From 2027, every packaging unit must carry a QR code linking to a digital record — effectively a Digital Product Passport for packaging. The minimum data required:

🧱
Material composition
Every material layer, its weight percentage, and packaging type (primary/secondary/tertiary).
♻️
Recyclability status
The recyclability grade under EU harmonised methodology and consumer sorting instructions.
🔄
Recycled content
Percentage of post-consumer recycled content and certification standard (GRS, ISCC, or equivalent).
🏭
Producer information
Name and contact details of the responsible producer placing the packaging on the market.
HOW TRACEID HANDLES THIS

TraceID generates PPWR-compliant packaging QR codes in the same batch workflow as your product DPPs. Your packaging supplier uploads material data once; TraceID links it to each packaging SKU. One audit trail covers both product and packaging.

PPWR COMPLIANCE WITH TRACEID

How TraceID gets you PPWR-ready before August 2026

01
📦

Packaging inventory

Import your full packaging catalogue. TraceID captures material composition, weight, recyclability grade, and recycled content percentage for each SKU.

02
🏭

Supplier declarations

Packaging suppliers upload recyclability certificates and recycled content proofs through the same supplier portal used for product traceability.

03
📊

Compliance scoring

TraceID scores each packaging SKU against the PPWR schedule — showing which items are compliant, which need reformulation, and which face restriction risk.

04
🔗

QR code generation

Generate print-ready PPWR QR codes for every packaging SKU. Each code links to a hosted digital record. No separate website needed.

05
📋

Linked to product DPP

Packaging compliance data automatically links to your product DPPs. One scan reveals both product and packaging sustainability data.

06
📁

Audit export

Generate a complete PPWR compliance dossier per product category, per year — ready for EPR scheme reporting and market surveillance authorities.

PPWR applies in less than 3 months. Start your packaging audit today.

Brands that haven't started their packaging inventory and EPR registration are already running out of time. Don't let August 2026 catch you unprepared.

Start PPWR compliance →Back to compliance hub