On August 12, 2026, the new EU Packaging and Packaging Waste Regulation (PPWR) comes into effect. For online retailers, this means fundamental changes to shipping packaging: recyclability becomes mandatory, empty space is limited, and QR codes for labeling become compulsory. Failure to act in time risks sales bans and fines. For international shops, cross-border compliance becomes particularly complex.
What is the PPWR?
The EU Regulation on Packaging and Packaging Waste (PPWR, EU 2025/40) replaces the previous EU Packaging Directive 94/62/EC. The crucial difference: Unlike the directive, the PPWR applies directly in all 27 EU member states - without national implementation.
The PPWR entered into force on February 11, 2025. Core obligations apply from August 12, 2026. Non-compliant packaging may no longer be placed on the EU market after this date.
The regulation aims to reduce packaging waste, promote the circular economy, and create uniform standards across the EU. For e-commerce operators, the requirements for shipping packaging are particularly relevant.
Key Requirements for Online Retailers
Recyclability
All packaging must be recyclable - 100% by 2030. No more multilayer plastics.
Empty Space Quota
From 2030, max. 50% empty space in shipping and transport packaging. Oversized boxes will be prohibited.
QR Code Labeling
From 2026, mandatory QR codes with material info, recyclability, and disposal instructions.
Recyclability: What Does It Mean in Practice?
The PPWR defines precise requirements for recyclability. Particularly for plastic packaging, strict rules apply:
- No multilayer constructions - except PE/PP-EVOH with less than 5% EVOH content
- Uniform plastics - front and back must be made of the same material
- No PETG sleeves on PET bottles
- Material compatibility - closures and labels must match the main material
Empty Space Quota: No More Oversized Boxes
We all know it: A small product arrives in a huge box, filled with air pillows and filling material. The PPWR puts an end to this. From 2030, shipping, collective, and transport packaging may contain a maximum of 50% empty space.
| Aspect | Before PPWR | From 2030 |
|---|---|---|
| Empty space allowed | Unlimited | Max. 50% |
| Filling material | As desired | Reduced to minimum |
| Box size | Freely selectable | Product-adapted |
| Control | None | Market surveillance |
QR Code Labeling from 2026
One of the immediately effective requirements from August 2026 is QR code labeling. Every package must carry a QR code providing the following information:
- Material composition of the packaging
- Recyclability according to PPWR criteria
- Recyclate content (for plastics)
- Instructions for proper disposal
- Information on reuse (if applicable)
Recyclate Quotas for Plastic Packaging
For plastic shipping packaging, the PPWR prescribes mandatory minimum recyclate content. This particularly affects mailing bags, film packaging, and plastic outer cartons.
| Packaging Type | Recyclate Content |
|---|---|
| Postal and shipping packaging (plastic) | 35% |
| Beverage bottles (PET) | 25% from 2025, 30% from 2030 |
| Other plastic packaging | 10% from 2030 |
Consequences of Non-Compliance
Non-compliant packaging may no longer be placed on the EU market from August 12, 2026. Violations risk fines, sales bans, and in the worst case, withdrawal of market authorization.
Checklist: How to Prepare
- Packaging audit: Record all packaging materials and check for recyclability
- Contact suppliers: Request recyclable alternatives and recyclate options
- Set up QR code system: Plan technical infrastructure for packaging labeling
- Analyze empty space: Document current box sizes and filling quantities
- Optimize processes: Convert packaging logistics to product-adapted sizes
- Check EPR registration: For all EU countries with shipping destinations
- Train employees: New requirements in warehouse and shipping areas
Act Now Before It Gets Expensive
The EU Packaging Regulation means effort - but also opportunity. Sustainable packaging is increasingly becoming a competitive advantage. Retailers who switch early benefit from cost savings through optimized packaging sizes and positive brand image.
Use the remaining time until August 2026 to make your packaging processes PPWR-compliant. Our e-commerce consulting supports you - from analysis through supplier selection to technical integration of QR code labeling.
The EU Packaging Regulation (PPWR) entered into force on February 11, 2025. Core obligations apply from August 12, 2026. Some regulations like the empty space quota only take effect in 2030.
Yes, the PPWR generally applies to all companies placing packaging on the EU market - regardless of size. There are some relaxations for certain obligations for micro-enterprises.
Non-compliant packaging may no longer be sold in the EU from August 2026. Violations risk fines and sales bans. Specific sanctions are determined by national authorities.
From August 2026, QR code labeling is mandatory for packaging. The QR code must provide information on material composition, recyclability, and disposal.
From 2030, shipping packaging may contain a maximum of 50% empty space. This means: product-adapted box sizes instead of standard boxes. Investing in variable packaging systems will pay off long-term.
This article is based on EU Regulation 2025/40 (PPWR), information from Händlerbund and TÜV SÜD. As of: January 2026.
PPWR Compliance for Your Shop
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