EU Packaging Regulation (PPWR) from 12 August 2026: what online retailers must change now
From 12 August 2026, the core duties of the new EU Packaging Regulation PPWR (Regulation (EU) 2025/40) apply. As a regulation it applies directly in all 27 EU states – without a national transposition law – and replaces the old packaging directive. For online retailers this is no side issue: it covers not only product packaging but explicitly also shipping boxes, filler material, padded envelopes and outer packaging.
Why you are doubly affected
The duties apply to everyone who places packaged goods on the EU market – manufacturers, importers and retailers. Online retailers are hit twice over: through their suppliers' packaging and through their own shipping packaging. Important: even if you use a fulfilment service provider, you remain jointly responsible for compliance – clarify responsibilities contractually.
What changes in concrete terms
- Recyclability: packaging must be designed to be recyclable; requirements are tightened step by step until 2030, and problematic multi-layer plastics are phased out.
- Labelling: harmonised information on material and disposal, with a QR-code-based marking planned.
- Avoidance: less packaging waste, restrictions on unnecessary packaging.
- Empty-space ratio: shipping and transport packaging may contain at most 50 % empty space from 2030 – oversized boxes then become inadmissible. (This point only applies later, but it pays to plan early.)
From 12 August 2026, non-compliant packaging may no longer be placed on the market. Breaches risk fines and sales bans – and in Germany competitors can additionally issue a warning notice (Abmahnung).
Important for German retailers: PPWR comes on top
The PPWR does not replace the German Packaging Act (VerpackG). System participation and LUCID registration remain in place – the EU rules come on top. Capture your packaging data cleanly once and you can use it for register reporting, labelling and empty-space optimisation alike.
What belongs on the to-do list before the deadline
- Inventory your packaging portfolio (including filler and return packaging).
- Request conformity evidence from suppliers.
- Align box sizes with your actual range – this reduces empty space and usually saves shipping costs too.
- Check reusable and mono-material alternatives while there are no supply bottlenecks.
This fits with other 2026 retailer duties you'd best tackle together: the right to repair from 31 July and the new warranty and guarantee label from 27 September.
Note: This article does not constitute legal advice and reflects the status as of 29 June 2026. For your specific case please seek legal advice.
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