How the PPWR climbs the R-ladder

EU legislation & certification

The Packaging and Packaging Waste Regulation (PPWR) is the new European regulation designed to make packaging more sustainable. The goal? Less waste, more reuse, and high-quality recycling. The philosophy behind the PPWR closely follows the R-ladder, which has long been one of the most important tools driving the circular economy. In fact, the regulation appears to be climbing the rungs of that ladder.

What is the R-ladder?

The R-ladder is a widely used method for assessing the degree of circularity of products and materials. The higher up the ladder, the fewer new raw materials are needed and the lower the environmental impact. The top rungs are Refuse and Rethink: preventing unnecessary material use. Lower on the ladder are, among others, Reduce, Reuse, and Recycle. At the bottom is Recover, where energy is recovered from waste. This ladder traces its origins back to 1979, with Lansink’s ladder.

Rethink and Redesign: preparing for the PPWR now

Although the most far-reaching PPWR requirements, such as the increasing use of recycled materials, will not take effect until the coming years, the regulations already call for thorough preparation today. Companies are encouraged to take a fresh look at their packaging. Could current packaging be made a bit smaller? With a little less material? And is packaging even necessary at all? In other words, smarter design. And perhaps even preventing packaging waste. These are the top rungs of the R-ladder: Rethink, Redesign, and Refuse. Packaging that doesn’t need to be made doesn’t need to be collected or recycled either.

PPWR from August 12, 2026: less material (Reduce)

The PPWR has been in effect in Europe since August 12. As of that date, requirements include the provision of a technical dossier containing information about the packaging design. And packaging manufacturers remain responsible for the waste phase. In addition, the first specific requirements for packaging designs have been established. For example, packaging must not be unnecessarily large. Think of that familiar shipping box filled with a lot of air or packing material and containing only a tiny bottle of perfume. The use of harmful substances in packaging will also be restricted. This phase of the legislation aligns with one of the higher steps of the R-ladder: Reduce. In other words, reducing material use leads to less waste.

Starting in 2028: clear labels for better recycling

The next step will take effect starting in 2028. At that time, packaging will feature harmonized labels with the same, unambiguous symbols. This will make it easier for users to properly sort packaging waste. And as we know, clean waste and material streams make it easier to recycle materials. This represents another step on the R-ladder: Recycle, returning materials to the cycle.

Starting in 2030: reuse targets for packaging (Reuse)

Starting in 2030, the PPWR will take us up another rung on the R-ladder: Reuse. Minimum reuse targets will be set for various types of packaging. Think again of that shipping box, which by then will have become much smaller. Reusable packaging will feature a prominent label to make it clear that it can be used again. A plastic shampoo bottle, for example, can easily be refilled and thus reused.

2030 and 2040: mandatory use of recycled plastic (Recycle)

Starting in 2030, increasingly stringent requirements will apply to the use of recycled material in plastic packaging. Starting in 2040, these requirements will be raised even further. For example, disposable plastic beverage bottles must contain a minimum of 30% recycled material by 2030; by 2040, that figure must be at least 65%. Slowly but surely, the packaging cycle is being closed.

Refuse: what types of packaging does the PPWR ban?

The top step of the R-ladder remains Refuse: preventing the need for packaging in the first place. The European regulations under the PPWR ensure that certain types of unnecessary packaging are banned. Take, for example, the small plastic packets of mayonnaise or ketchup in budget restaurants or hotels. A thing of the past. Or that super-thin shrink wrap around a six-pack of soda. That is waste prevention: Refuse. Ultimately, the top rung of the R-ladder is a choice made both by the manufacturer, who chooses a different way to sell products, and by the consumer, who no longer accepts packaging in the circular economy.

The PPWR is now in effect: what do you need to arrange, and what’s still to come?

Many organizations are asking themselves, “What do we need to arrange now for the PPWR?” Think of the declaration of conformity, registration, and the division of roles in the supply chain. At the same time, the following milestones are already on the horizon: reuse in the hospitality industry in 2027, harmonized labeling in 2028, and recyclability requirements and reuse targets in 2030. On this page, you’ll learn what’s currently in effect, what’s still to come, and how to stay on top of it all. You’ll also find practical tools there, including an infographic and a starter kit. These tools help make PPWR compliance manageable.

Golden roadmap with a block in the center showing the word PPWR, with paths to different steps and a bee

Want to learn more about the PPWR?

Visit the PPWR page for a complete overview.

FAQs about the PPWR and the R-ladder

What is the PPWR? +-

The PPWR (Packaging and Packaging Waste Regulation) is the European regulation on packaging and packaging waste. It is a regulation, not a directive, so the PPWR applies directly and in the same way in all EU member states. The goal is less packaging waste, more reuse and high-quality recycling.

When does the PPWR apply? +-

The PPWR has applied since August 12, 2026. The obligations take effect step by step: harmonized labels in 2028, targets for reuse and recycled content in 2030, and stricter requirements in 2040.

Who does the PPWR apply to? +-

The PPWR applies to all companies that place packaging or packaged products on the European market. These include manufacturers, importers and distributors. Companies that only use packaging to ship their own products are also affected by the rules.

What is the R-ladder? +-

The R-ladder shows how circular a product or material is. At the top are Refuse and Rethink, which prevent unnecessary material use. Below them are, among others, Reduce, Reuse and Recycle. At the bottom is Recover, where waste is incinerated to recover energy. The higher the rung, the fewer new raw materials are needed.

What is the difference between the R-ladder and Lansink’s ladder? +-

Lansink’s ladder dates from 1979 and is the predecessor of the R-ladder. It focused mainly on waste processing, in the order of prevention, reuse, recycling, incineration and landfill. The R-ladder has more rungs and looks further, from the design of a product to the end of its life.

Which packaging does the PPWR ban? +-

From 2030, the PPWR bans a number of unnecessary single-use packaging types. Examples include small plastic sauce packets, such as mayonnaise and ketchup in the hospitality industry, and shrink wrap around multipacks such as a six-pack of soda. Packaging that is unnecessarily large or contains a lot of empty space is also being restricted.

How much recycled material must plastic packaging contain? +-

It depends on the type of packaging. For single-use plastic beverage bottles, a minimum of 30% recycled material applies from 2030, rising to at least 65% from 2040.

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