Global sustainability regulations are reshaping how brands think about packaging. The last century has seen packaging evolve from a simple product protector into a multi-faceted asset – simultaneously enabling product protection, brand communication, regulatory compliance, and customer engagement, both on the shelf and through the unboxing experience.
Now, the EU Packaging and Packaging Waste Regulation (PPWR) is moving packaging reusability and recyclability into the spotlight, while local Extended Producer Responsibility for Packaging (EPR) schemes have been shifting the responsibility for packaging recycling and disposal onto brand owners.
This blog explores how converters can help brand owners respond to evolving regulatory demands – including packaging EPR requirements and PPWR-driven changes to packaging design – while enabling more sustainable, circular packaging solutions.
What is packaging EPR?
More than 70 countries worldwide now operate packaging EPR frameworks, making brand owners or importers liable to fund local recycling and disposal of product packaging through a packaging levy. The scope and exclusions of the frameworks vary as much as waste management and recycling infrastructures, with some including a mandate to reduce packaging and improve recyclability. Every packaging component, including labels, substrates, and printing inks, is affected.
The common thread: brands must register as producers, report packaging volumes, and pay EPR fees.
Some EPR frameworks also demand clearer, standardised recycling symbols to help consumers dispose of packaging correctly, with the aim of eliminating pollution in recycling streams and ensuring all recyclate is suitable for reuse in the circular economy.
EPR fee structures are typically based on the packaging weight or unit count, but calculation methods vary by region. Some countries have established eco-modulated fee structures to reward more sustainable packaging design and material choices, and to discourage lightweighting using less environmentally friendly materials.
In the UK, eco-modulation classifies packaging waste within a traffic light system based on the Recyclability Assessment Methodology (RAM). Materials that are widely recycled benefit from lower fees, while those that are more difficult to recycle incur higher costs. Poor ink or material choices can downgrade otherwise recyclable packaging, resulting in higher fees for brands.
While there are no plans to standardise EPR at an EU-wide level, local governments are working to align their schemes with the PPWR recyclability criteria, EuPIA compliance, and hazardous substance limits, alongside industry efforts – from brands, manufacturers, and standards bodies such as GS1 – to drive greater consistency in data, reporting, and packaging design.
EPR is more than just a tick-box exercise for brands; it links packaging design and material choices directly to costs, recyclability performance, and market competitiveness.
Driving packaging recyclability and reducing fees
Brand owners need packaging partners who can help them navigate the complex EPR landscape by providing the data they need to demonstrate packaging compliance.
High-quality information is becoming a differentiator, and preferred packaging partners are those able to supply detailed, well-structured packaging documentation while also aligning with industry standards and enabling seamless data exchange across converters and brand owners. The required information includes material declarations on composition and weight, as well as compliance documentation for the inks and adhesives used. The data provided makes packaging EPR reporting easier for brands, helps them provide evidence for market surveillance authorities and internal sustainability audits, and, in the EU, supports brands in creating declarations of conformity under PPWR.
Converters can prepare for customer demands for data by ensuring they have access to documentation provided by their own material and ink suppliers, potentially even aggregating their data into packaging compliance assessments ready to share with their customers.
Beyond reporting, packaging EPR and PPWR are prompting many brands to redesign packaging according to ‘Design for Recyclability’ principles, including switching to widely recyclable packaging materials, using smaller, easily removable labels, and considering the impact of inks on recycling processes. This creates an opportunity for converters to step beyond their traditional role as transactional vendors and add value for their customers.
In close collaboration with brands, packaging designers, and material suppliers, converters who are well-versed in local packaging EPR fee structures and PPWR demands can provide regulatory guidance. Their know-how of printing technology, inks, and substrates can help brands create cost-efficient, compliant packaging and labels, while meeting marketing objectives with brand-compliant colours and excellent print quality.
Digital printing as an enabler
PPWR and packaging EPR regulations are still in flux, with new initiatives such as digital product passports due for roll-out over the coming years. Being able to quickly adapt packaging designs to keep up with changing regulations is important to brands.
Digital printing technology is becoming essential for delivering packaging updates to comply with emerging regulations with a fast turnaround. Converters with access to digital presses can also efficiently produce shorter print runs of packaging variations, i.e. featuring regional recycling symbols.
Digital’s ability to add variable data elements will be key to the roll out of digital product passports, where printed, often serialised, QR codes powered by GS1 are set to be used by brands to share material, recyclability, and product and packaging compliance data via a website or app.
Preparing for the future
Evolving regulations are transforming packaging into a regulated asset, data carrier, and cost driver for brands. Brands that want to stay ahead will be looking for packaging partners to support them in this time of change and help them adapt their packaging for the future.
Converters who are familiar with local packaging EPR regulations, stay abreast of advances in recyclable materials, and can provide detailed documentation will be best positioned to help their customers stay competitive amid the regulatory changes ahead.