The European Union implemented the new Packaging and Packaging Waste Regulation (PPWR) on August 12, 2026, introducing tougher packaging standards including a ban on high levels of PFAS in food-contact packaging across all member states [1, 2, 3, 4]. Known as 'forever chemicals,' PFAS are highly persistent substances linked to increased cancer risks and other health problems. The PPWR limits PFAS to reduce consumer exposure [1, 3, 4].

The regulation also requires packaging to meet enhanced sustainability and recyclability standards aimed at reducing waste and dependence on virgin raw materials [2, 4]. EU Environment Commissioner Jessika Roswall said the PPWR "is an investment in Europe’s future: it will help reduce waste, increase recycling, make food-contact packaging safer for consumers by limiting harmful substances such as PFAS, and reduce our dependence on virgin raw materials" [4].

The new rules replace the previous 1994 packaging directive to harmonize packaging standards across the Single Market. This aims to facilitate cross-border trade by removing divergent national regulations [2, 4]. The European Commission officially announced the PPWR's coverage and objectives on the day it came into effect [4].

However, the regulation has drawn sharp criticism from small businesses and online traders who say the new rules increase costs and complex administrative requirements. Händlerbund, representing German online retailers, said, "There is no minimum quantity and no exception for small businesses. Instead of facilitating cross-border trade, the new rules threaten to make it significantly more difficult" [1].

Medium-sized firms may face compliance costs exceeding 10,000 euros, according to EU lawmaker Elisabeth Dieringer, who cautioned, "While corporations have their own departments for this [red tape], the Mittelstand [medium-sized firms] has little choice but to 'eat or die'" [1]. Some businesses, including sole traders and medium-sized firms, have paused deliveries to and within the EU amid uncertainty over the new packaging rules [1, 3].

Businesses are not required to recall or destroy packaging or products already on the market before the PPWR came into force [1, 3]. The regulation’s rollout begins immediately with the obligation to meet the new standards for products placed on the market from August 12 onwards.