Shipping goods to the EU? The new PPWR packaging rules your business needs to know

If your business ships goods into the European Union, there's a new regulation you need to have on your radar.

The EU's new Packaging and Packaging Waste Regulation (PPWR) began to apply on 12 August 2026.

And this isn't something that only concerns packaging manufacturers.

The rules cover packaging placed on the EU market across a broad range of applications - including packaging associated with commercial, industrial and transported goods.

So if you're a UK manufacturer, exporter or distributor sending packaged goods into the EU, it's worth understanding what is changing and checking whether your business needs to take action.

What is the PPWR?

The Packaging and Packaging Waste Regulation - officially Regulation (EU) 2025/40 - is part of the EU's move towards a more circular economy.

Its aim is to reduce the amount of packaging and packaging waste being generated while making packaging easier to recycle and increasing the use of recycled materials.

The regulation entered into force in February 2025 and generally began to apply from 12 August 2026, with further requirements and targets being introduced over the coming years.

Among the areas covered by the new rules are:

• packaging recyclability

• reducing unnecessary packaging

• minimum recycled content in certain plastic packaging

• clearer packaging labelling

• reuse and refill

• restrictions on certain substances

• packaging waste prevention

For example, the EU's goal is for packaging placed on its market to be recyclable by 2030, while recycled-content requirements for plastic packaging will increase over time.

I'm a UK business shipping to Europe. Why does this matter to me?

Because Brexit doesn't necessarily put your packaging outside the scope of EU rules.

If your products are being imported and placed onto the EU market, the packaging accompanying them may be subject to PPWR requirements.

This could potentially include businesses that manufacture, export, distribute, warehouse, palletise or repackage products destined for EU customers.

Exactly which obligations apply will depend on factors including your products, packaging, supply chain and who is considered the relevant economic operator under the regulation.

That's why now is a good time to speak to your EU importer, packaging suppliers and compliance or legal advisers rather than waiting until a shipment presents a problem.

What should UK exporters be doing now?

Don't panic and redesign every cardboard box in the warehouse.

PPWR introduces requirements in stages, with significant measures continuing to come into effect over the coming years.

Instead, businesses trading with the EU should start by understanding their exposure.

Review the packaging you currently use.

Look beyond the packaging the customer sees. Consider the packaging involved throughout the shipment, including boxes, pallets, crates and other transport or sales packaging.

Talk to your packaging suppliers.

Ask what they're doing in response to PPWR and whether they can provide the information you may need about packaging composition, recyclability and recycled content.

Speak to your EU customers or importers.

Establish who is responsible for the relevant obligations and what information they may require from you.

Review your documentation and internal processes.

Make sure the people responsible for exports, logistics, procurement and compliance understand that the rules have changed.

Build PPWR into future packaging decisions.

Some of the regulation's most significant targets arrive later, including requirements around recyclability, recycled content and reuse. Packaging decisions being made today could therefore have consequences several years from now.

Could non-compliant packaging affect my shipments?

Potentially.

Failing to meet applicable EU packaging requirements could result in regulatory action, additional checks or corrective measures and could ultimately affect the ability to place goods on the EU market.

From a logistics perspective, this is why we'd encourage businesses not to regard packaging compliance as something to worry about only once the goods are ready to leave.

Sorting out questions before a shipment moves is considerably easier than trying to solve them once your goods are already on their journey.

What about pallets and transport packaging?

Transport packaging is an important part of PPWR, with reuse requirements being introduced in the coming years.

There have already been some amendments and exemptions as the practical implications of the regulation have become clearer.

For example, the European Commission announced an exemption in February 2026 concerning pallet wrapping and straps and particular 100% reuse requirements. This illustrates why businesses should check the latest guidance rather than relying on an old summary of the regulation.

Where does Wallis Shipping fit in?

Wallis Shipping can help make the process of moving your goods internationally simpler.

We'll continue to keep customers informed about regulatory developments that could affect international shipments and work with you on the logistics and shipping requirements surrounding your goods.

However, responsibility for ensuring that products and packaging comply with applicable PPWR requirements sits with the relevant businesses placing packaged goods or packaging onto the EU market.

Wallis cannot certify packaging as PPWR compliant or provide legal advice on your producer obligations.

What we can do is help you understand the shipping process, identify information that may be required for moving your goods and work with you to keep international shipments moving as smoothly as possible.

Shipping into the EU? Don't leave it until the goods are ready to go.

International trade is constantly changing. Packaging rules, customs requirements, documentation and environmental regulations all add another layer of complexity for businesses moving goods across borders.

You don't need to become a freight expert.

That's what we're here for.

If you're planning shipments into Europe and want to talk through the logistics, speak to the Wallis Shipping team.

Further information

The European Commission has published detailed information and FAQs covering the Packaging and Packaging Waste Regulation. Businesses should consult the latest official guidance and obtain specialist legal or compliance advice where necessary.