Introduction

The Packaging and Packaging Waste Regulation (PPWR) came into force on 11 February 2025 and began applying on 12 August 2026. Since then, the team at Weavabel has been receiving many of the same questions from brands. During this session, we answer the most common questions we are hearing from customers and provide practical guidance on both current and future PPWR requirements.

Disclaimer: The webinar content is provided for general information purposes only. Businesses should seek independent guidance regarding their specific compliance obligations under the Packaging and Packaging Waste Regulation and any other applicable legislation.

Meet the Experts

Ava Kenny-Cowell

Regulation and Compliance Manager, UKFT

Josh Woodley

Co-Founder and Director, The Knowledge Nexus

Niall Maplesden

Co-Founder and Director, The Knowledge Nexus

Saqib Ihsan

Lead, CSR, Sustainability and Regulatory Compliance, Weavabel

David Stutterheim

Systems and Data Consultant, Weavabel

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Question 1: What is PPWR and why should businesses care?

Saqib Ihsan:

PPWR replaces the previous Packaging and Packaging Waste Directive and introduces harmonised packaging rules across all EU Member States. Its goals are to reduce packaging waste, improve recyclability, increase recycled content where required and accelerate the transition towards a circular economy.

PPWR applies to packaging placed on the EU market and can impact importers, manufacturers, distributors, retailers and brand owners. It creates clear compliance obligations for businesses placing packaging on the EU market.

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Question 2: What changed on 12 August 2026 and what guidance is still expected?

Niall Maplesden:

12 August 2026 marked the date PPWR became fully applicable across all EU Member States. Businesses placing packaged products on the EU market must now be able to demonstrate compliance and maintain supporting documentation.

Further guidance is still expected covering technical labelling requirements, recycled content methodologies, traceability frameworks, EPR reporting requirements and recyclability criteria. The key message is that PPWR is now live, although the detailed compliance landscape will continue to evolve.

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Question 3: Does PPWR apply to UK and global fashion brands?

Ava Kenny-Cowell:

Yes. PPWR applies to packaging placed on the EU market, regardless of where the business is located.

The regulation covers packaging used to contain, protect, handle, transport and deliver products. This includes consumer packaging, freight packaging and logistics packaging. Any business selling into the EU should assess whether its packaging falls within scope.

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Question 4: What packaging is covered by PPWR and do hang tags fall within scope?

Niall Maplesden:

PPWR applies to all packaging used to contain, protect, handle, transport, present or deliver a product.

For fashion and footwear brands, this may include:

• Swing tickets
• Hang tags
• Labels
• Polybags
• Garment bags
• Footwear boxes
• Apparel boxes
• E-commerce packaging
• Gift packaging
• Retail packaging
• Transit packaging
• Hangers
• Company name
• Registered trade name or trademark
• Postal address
• Electronic contact details
• Batch numbers
• Product references
• Serial numbers or other unique identifiers
• Material specifications
• Material composition data
• Packaging weights
• Packaging design information
• Recycled content data
• Test reports
• Supplier declarations
• Design packaging for recyclability
• Eliminate unnecessary components
• Minimise material combinations
• Reduce empty space
• Improve material efficiency
• Thinking PPWR is only about labelling
• Confusing PPWR with EPR
• Misunderstanding who the manufacturer is
• Assuming suppliers can provide the Declaration of Conformity
• Misunderstanding authorised representative requirements

Hang tags are included within scope. Classification may depend on how a component functions in practice, so brands should work with suppliers to assess packaging items individually.

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Question 5: Who is considered the manufacturer under PPWR?

Josh Woodley:

Who is considered the manufacturer depends on a company's role in the packaging supply chain.

If packaging carries your company name or trademark and is placed on the EU market, you may have manufacturer responsibilities even if you did not physically produce the packaging. This means many fashion brands and retailers may carry compliance obligations rather than the packaging supplier.

For non-EU businesses, an EU-based importer or authorised representative may also be required.

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Question 6: What identification and responsible operator information needs to appear on packaging?

Niall Maplesden:

Packaging must be identifiable and traceable back to the responsible economic operator.

Information may include:

Requirements may vary depending on packaging format and size.

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Question 7: What happens to packaging produced before 12 August 2026?

Ava Kenny-Cowell:

The key factor is when the packaging was placed on the EU market, not when it was manufactured.

Packaging already placed on the EU market before 12 August 2026 can continue to be sold and does not need to meet the new PPWR requirements. However, businesses should carefully assess stock that has not yet entered the EU market, as it may not qualify for exemption.

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Question 8: Will packaging artwork need to change and how do Digital Product Passports fit in?

David Stutterheim:

Packaging artwork may need updating to accommodate PPWR identification and future labelling requirements.

Businesses should review packaging now to understand whether additional space is needed for identifiers, traceability information, data carriers or future markings.

Digital Product Passports (DPPs) and PPWR are separate initiatives, but both support greater transparency and traceability. Data collected now for PPWR compliance may also help businesses prepare for future DPP requirements.

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Question 9: What information and documentation should brands collect from suppliers?

Ava Kenny-Cowell and Saqib Ihsan:

Brands should collect:

This information will support technical documentation requirements and the preparation of an EU Declaration of Conformity. If information is not documented, it becomes difficult to demonstrate compliance.

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Question 10: How should brands approach recycled content claims and packaging design?

Josh Woodley:

Any recycled content claim must be supported by reliable evidence and supplier documentation.

Brands should:

Every packaging format should be reviewed and supported by a clear future compliance plan.

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Question 11: What is Extended Producer Responsibility (EPR) and why should brands care?

Niall Maplesden:

EPR places responsibility on businesses for the collection, management and end-of-life treatment of packaging waste.

PPWR strengthens the connection between packaging design, recyclability, waste management and producer accountability. Packaging choices can affect future reporting requirements, compliance obligations and costs.

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Question 12: What are the biggest misconceptions, mistakes and challenges brands should avoid?

Ava Kenny-Cowell:

Common misconceptions include:

Another major challenge is determining whether existing stock falls within transitional arrangements.

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Question 13: What practical steps should companies take now and what is the first priority?

Josh Woodley and Saqib Ihsan:

Recommended actions include:

1. Conduct a packaging audit.
2. Create a complete packaging inventory.
3. Gather technical documentation.
4. Review packaging artwork.
5. Monitor future legislation and guidance.
6. Build a roadmap for future compliance.

The first priority should be achieving visibility of every packaging component used and identifying gaps in supporting documentation.

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Question 14: How can suppliers help their customers prepare for PPWR?

David Stutterheim:

Suppliers can support brands by:

• Providing packaging composition information
• Supplying technical documentation
• Supporting traceability requirements
• Offering recyclable packaging solutions
• Sharing regulatory updates

Collaboration between brands and suppliers will be essential to achieving compliance.

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Question 15: How can UKFT, The Knowledge Nexus and Weavabel support PPWR compliance?

UKFT

Provides guidance, regulatory monitoring and practical support to help businesses understand and implement PPWR requirements.

The Knowledge Nexus

Supports businesses through packaging reviews, audits, policies, training programmes and ongoing compliance guidance.

Weavabel

Helps brands manage packaging compliance through packaging solutions, compliance expertise, traceability support and centralised data management.

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Key Takeaway

Understand the packaging you use, where it comes from, what it is made of and what evidence exists to support compliance.

As PPWR requirements continue to develop, brands that improve visibility, supplier engagement, traceability and packaging data management will be in the strongest position to meet future obligations.

Thank you to our panel of experts and thank you for joining us today. We hope this webinar has helped clarify the requirements of PPWR and the practical steps businesses should be taking now.

Resources to download