We are just days away from one of the most significant regulatory shifts in the history of the European packaging industry. The date 12 August 2026 marks a major turning point that all companies involved in packaging, importing, exporting or placing any type of packaging on the EU market will remember. The Packaging and Packaging Waste Regulation (PPWR), officially Regulation (EU) 2025/40, enters into force and replaces the previous Directive from 1994.
What makes this change particularly significant is the fact that the PPWR is not a directive requiring individual implementation by each Member State. It is a regulation that applies directly and uniformly across all 27 EU countries. This means the end of fragmented national approaches and the beginning of harmonised rules for the entire internal market. Packaging that meets the requirements can circulate freely without facing additional national barriers.
The objective of the new regulation is clear: to minimise the quantity of packaging and packaging waste generated, reduce the use of primary raw materials and accelerate the transition to a circular, sustainable and competitive economy. By 2030, all packaging on the EU market must be recyclable in an economically viable way, while the use of recycled plastics is to be increased and the use of virgin materials reduced.
What changes from 12 August 2026?
The application of the PPWR will be phased in between 2026 and 2034. However, companies must comply with several key obligations from the very start.
The first and perhaps most urgent obligation concerns the restriction of substances of concern. From 12 August, packaging that comes into direct contact with food must not contain per- and polyfluoroalkyl substances (PFAS) above the prescribed limits. This means products such as pizza boxes, food containers and paper cups must meet strict requirements. The limits are clearly defined: 25 ppb for any individual PFAS substance, 250 ppb for the total sum of PFAS, and 50 ppm for total fluorine. PFAS are persistent chemicals that accumulate in the body and the environment, and their restriction in food contact materials is one of the pillars of the new regulation.
The second key obligation is the establishment of a clear responsibility framework for producers. From 12 August 2026, all packaging placed on the EU market must be accompanied by an EU Declaration of Conformity. This is a document in which the manufacturer confirms that the packaging meets all the requirements of the regulation. The declaration must be supported by appropriate technical documentation, which must be retained for five years for single-use packaging and ten years for reusable packaging.
The third obligation concerns labelling and information. While harmonised labelling for waste sorting will only be introduced from 2028, packaging must already be clearly marked with information on its origin. This information must be made available via QR codes or other digital solutions.
In addition, specific bans are being introduced. From 12 August 2026, certain forms of single-use plastic packaging will be prohibited, including individual portions and sachets for condiments used for on-site consumption in the hospitality sector. Food service establishments must allow customers to bring their own containers without additional charge.
Who is affected by all this?
The PPWR makes no distinction between domestic and foreign producers. The regulation covers all packaging placed on the EU market, regardless of where it was manufactured. This means that companies from Serbia that export their products to the EU are directly affected.
The regulation defines several key roles in the supply chain: manufacturer, importer, distributor and fulfilment service provider. Under the PPWR, the manufacturer is not necessarily the entity that physically produces the packaging. Instead, the key criterion is the role a company plays in the design of the packaging and under whose brand or name the packaging is placed on the market. Every participant in the chain must identify their role and assume the corresponding obligations.
Small producers benefit from certain derogations. Companies with fewer than 10 employees and an annual turnover of less than €2 million have a more flexible approach, particularly when it comes to the reuse of packaging.
What does August 2027 bring?
Although 12 August 2026 is the main date, the PPWR is being introduced in phases. During 2027, a large number of additional delegated and implementing acts are expected, through which the European Commission will define in detail how individual requirements are to be applied.
From 12 February 2027, food service establishments will be required to allow customers to bring their own containers for takeaway food and beverages. From 12 February 2028, they must also actively offer their own reusable packaging within a reuse system.
From 1 January 2030, all packaging must be recyclable in an economically viable way, and quotas for reuse will be introduced. Minimum recycled content requirements will also apply to plastic packaging from 2030.
What should Serbian companies do?
The Chamber of Commerce and Industry of Serbia has already recognised the importance of this regulation. In early July 2026, the Chamber launched a support programme for exporters to help domestic companies prepare in time. The new regulation is, they stated, one of the most significant pieces of legislation of the European Green Deal.
Companies that export or plan to export to the EU market should:
- Identify their role in the supply chain
- Check whether their packaging contains PFAS
- Prepare technical documentation and Declarations of Conformity
- Ensure appropriate labelling of packaging
- Monitor publications by the European Commission on additional delegated acts
The PPWR is not just another regulation. It represents a fundamental change in the way packaging is designed, manufactured, used and recycled. It brings harmonised rules for the entire EU market, but also serious obligations for all participants. Those who prepare in time will not only avoid risks, but also gain a competitive advantage in a market that increasingly values sustainability and responsibility.