The Packaging and Packaging Waste Regulation (PPWR) is designed to reduce greenwashing by ensuring that environmental claims made about packaging are clear, accurate, and supported by evidence. While the PPWR does not regulate all environmental claims, it introduces specific rules for packaging and complements other EU legislation, particularly the Empowering Consumers for the Green Transition Directive (Directive (EU) 2024/825) and the proposed Green Claims Directive.

One of the main principles of the PPWR is that simply complying with legal requirements cannot be presented as a special environmental benefit. For example, if packaging meets the PPWR's mandatory recyclability requirements or minimum recycled content targets, companies should not market this as an additional "green" feature, since it is a legal obligation rather than a voluntary achievement.

The PPWR also introduces harmonized EU rules for assessing whether packaging is recyclable. As a result, any claim that packaging is recyclable must be based on these common criteria and supported by appropriate evidence. The same applies to claims about recycled content—any statement should accurately reflect the actual amount of recycled material used and be backed by reliable documentation. Broad claims such as "eco-friendly" or "environmentally friendly" should only be used if they can be properly substantiated.

To make environmental information clearer for consumers, the PPWR will also introduce harmonized sorting labels across the EU and allow additional information to be provided through digital tools, such as QR codes.

Overall, the PPWR encourages companies to communicate environmental benefits in a transparent and credible way. By ensuring that green claims are truthful and verifiable, it helps consumers make better-informed choices while promoting fair competition across the EU market.

If you are unsure whether the environmental claims on your packaging comply with the PPWR, get in touch with us and let’s talk about it!