2026-08-20
New EU Packaging Regulation: The Direction Is Right – Now It Is About Implementation |
The startup Plastic Fischer is addressing the problem of plastic waste in rivers and oceans. The company, which was part of the first funding round of Circular Valley’s Circular Economy Accelerator, collects packaging waste from rivers before it reaches the sea.
Credit: Plastic Fischer
Credit: Plastic Fischer
Circular Valley Foundation welcomes the ambitious goals of the new packaging rules and calls for pragmatic solutions for smaller businesses engaged in cross-border trade.
Packaging is among the most visible remnants of our consumer society. Much of what ends up in the environment along roadsides, in parks, on riverbanks or at beaches is packaging. This subjective impression is confirmed by objective figures: according to Eurostat, an average of 178 kilograms of packaging waste per person was generated in the European Union in 2023, compared with around 215 kilograms in Germany.
The Circular Valley Foundation therefore welcomes the fact that the European Union is taking binding steps with the new Packaging and Packaging Waste Regulation (PPWR) to prevent packaging waste, strengthen reuse and make packaging more circular.
“Packaging is a huge challenge. The fact that packaging is a problem is demonstrated by objective figures, but also by our subjective impression. It is therefore good that the European Union is addressing this issue,” says Dr. Carsten Gerhardt, Chairman of the Circular Valley Foundation.
From the perspective of the Circular Valley Foundation, the new regulation contains numerous approaches that benefit both environmental protection and consumers. One example is the limitation of empty space in grouped, transport and e-commerce packaging. If products are not shipped in unnecessarily large boxes, this reduces material consumption as well as the effort consumers subsequently face when disposing of the packaging.
At the same time, the regulation takes into account that packaging can serve different functions. For certain products, the packaging itself is part of the purchasing experience – for example in the case of perfume, high-quality gifts or special occasions. An elaborately designed box or special presentation can provide genuine added value for consumers. The key consideration should therefore not simply be to use as little packaging as possible, but to distinguish between unnecessary packaging and packaging that serves a genuine function.
The stronger focus on reuse, recyclability and the use of recycled materials is also a step in the right direction from the Foundation’s perspective. The regulation thus provides important impetus for an economy in which materials remain in circulation for as long as possible.
The direction is right – implementation must be practical
At the same time, the Foundation sees challenges in the practical implementation of the new rules, particularly for small and medium-sized enterprises engaged in cross-border trade. Where companies sell their products in several EU Member States, different administrative requirements, registrations and the appointment of authorised representatives can create a significant additional burden. For smaller retailers, manufacturers or direct-to-consumer sellers in particular, this can quickly become a disproportionate hurdle.
The Circular Valley Foundation therefore welcomes the fact that the European Union is taking binding steps with the new Packaging and Packaging Waste Regulation (PPWR) to prevent packaging waste, strengthen reuse and make packaging more circular.
“Packaging is a huge challenge. The fact that packaging is a problem is demonstrated by objective figures, but also by our subjective impression. It is therefore good that the European Union is addressing this issue,” says Dr. Carsten Gerhardt, Chairman of the Circular Valley Foundation.
From the perspective of the Circular Valley Foundation, the new regulation contains numerous approaches that benefit both environmental protection and consumers. One example is the limitation of empty space in grouped, transport and e-commerce packaging. If products are not shipped in unnecessarily large boxes, this reduces material consumption as well as the effort consumers subsequently face when disposing of the packaging.
At the same time, the regulation takes into account that packaging can serve different functions. For certain products, the packaging itself is part of the purchasing experience – for example in the case of perfume, high-quality gifts or special occasions. An elaborately designed box or special presentation can provide genuine added value for consumers. The key consideration should therefore not simply be to use as little packaging as possible, but to distinguish between unnecessary packaging and packaging that serves a genuine function.
The stronger focus on reuse, recyclability and the use of recycled materials is also a step in the right direction from the Foundation’s perspective. The regulation thus provides important impetus for an economy in which materials remain in circulation for as long as possible.
The direction is right – implementation must be practical
At the same time, the Foundation sees challenges in the practical implementation of the new rules, particularly for small and medium-sized enterprises engaged in cross-border trade. Where companies sell their products in several EU Member States, different administrative requirements, registrations and the appointment of authorised representatives can create a significant additional burden. For smaller retailers, manufacturers or direct-to-consumer sellers in particular, this can quickly become a disproportionate hurdle.
The startup Plastic Fischer is addressing the problem of plastic waste in rivers and oceans. The company, which was part of the first funding round of Circular Valley’s Circular Economy Accelerator, collects packaging waste from rivers before it reaches the sea.
Credit: Plastic Fischer
Credit: Plastic Fischer
“These challenges are real, but they are solvable. We should therefore not question the objectives of the Packaging and Packaging Waste Regulation, but work together to find solutions for its practical implementation,” says Dr. Carsten Gerhardt.
One possible approach could be to develop standardised basic packaging types for cross-border shipping. In many cases, the basic requirements for shipping packaging are comparable: it needs to protect the product, for example, from moisture, light or shocks. Not every small business should have to develop its own solutions and work through complex requirements in every individual market.
The Circular Valley Foundation also sees this as an opportunity for cooperation between policymakers and business: What requirements created by the new rules actually pose problems for small and medium-sized enterprises? Where are the biggest obstacles to cross-border trade? And which standardised packaging solutions could help reduce these barriers?
“The new Packaging and Packaging Waste Regulation should not be understood as a conflict between environmental protection and the economy. Its aim is to make packaging more resource-efficient and circular. This is in the interests of the environment, businesses and consumers. The key now is to shape implementation in a way that meets its environmental objectives while remaining practical for businesses,” says Dr. Carsten Gerhardt.
One possible approach could be to develop standardised basic packaging types for cross-border shipping. In many cases, the basic requirements for shipping packaging are comparable: it needs to protect the product, for example, from moisture, light or shocks. Not every small business should have to develop its own solutions and work through complex requirements in every individual market.
The Circular Valley Foundation also sees this as an opportunity for cooperation between policymakers and business: What requirements created by the new rules actually pose problems for small and medium-sized enterprises? Where are the biggest obstacles to cross-border trade? And which standardised packaging solutions could help reduce these barriers?
“The new Packaging and Packaging Waste Regulation should not be understood as a conflict between environmental protection and the economy. Its aim is to make packaging more resource-efficient and circular. This is in the interests of the environment, businesses and consumers. The key now is to shape implementation in a way that meets its environmental objectives while remaining practical for businesses,” says Dr. Carsten Gerhardt.
If you have any questions or interview requests, please contact us by e-mail at press@circular-valley.org
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The non-profit Circular Valley Foundation brings together the relevant stakeholders. Across industries and technologies, companies, startups, academia, and policymakers are working together to develop solutions for the transformation to a true circular economy. Public relations, the world's first circular economy accelerator, and policy recommendations are the foundation's main areas of focus.
