PPWR explained: What the new EU packaging rules mean for your business

From 12 August 2026, the EU Packaging and Packaging Waste Regulation (PPWR) – Regulation (EU) 2025/40 introduces a new framework designed to reduce packaging waste, improve recyclability and support a more circular economy.

Unlike previous directives, the PPWR is a regulation, meaning it applies directly across EU Member States and introduces harmonised requirements for packaging placed on the European market.

Whether you are a brand, wholesaler, reseller or retailer, the packaging accompanying the products you place on the EU market must meet the relevant PPWR requirements.

For businesses throughout the promotional apparel supply chain, this means greater transparency around packaging materials, increased documentation and the ability to demonstrate compliance where required.

As customers become more aware of sustainability and regulatory expectations continue to evolve, having the right information readily available is becoming just as important as the products themselves.

What it does mean is that you may occasionally be asked to provide information relating to the packaging used with the products you supply.

Being able to respond quickly and confidently helps support your own compliance processes while giving your customers the reassurance they need.

We've completed the necessary work to ensure that the packaging used for our products complies with the applicable requirements of the PPWR.

Alongside our ongoing commitment to using recycled and certified packaging materials wherever possible, this is another step in helping our customers navigate changing regulations with confidence.

As legislation evolves, we'll continue to ensure that our products, packaging and supporting documentation meet the standards our partners expect—so you can focus on growing your business.