{"id":838959,"date":"2025-02-24T13:30:18","date_gmt":"2025-02-24T12:30:18","guid":{"rendered":"https:\/\/www.milk-food.de\/trend\/ppwr-ecgt-green-claims-neue-verpackungsgesetze-treten-in-kraft\/"},"modified":"2026-08-05T21:18:49","modified_gmt":"2026-08-05T19:18:49","slug":"ppwr-ecgt-green-claims-neue-verpackungsgesetze-treten-in-kraft","status":"publish","type":"trend","link":"https:\/\/www.milk-food.de\/en\/insights\/trends\/ppwr-ecgt-green-claims-neue-verpackungsgesetze-treten-in-kraft\/","title":{"rendered":"Today’s Top Story: Regulatory Framework 2026"},"content":{"rendered":"\n

The Green Deal brings major challenges.<\/h1>\n\n

If you won\u2019t listen, you\u2019ll have to feel the consequences. At least, that\u2019s how the EU sees it when it comes to sustainable packaging and packaging communication. Through a series of laws and directives under the European Green Deal<\/a>, policymakers are seeking to promote the circular economy and curb environmental pollution. Consumers are also set to benefit\u2014but for manufacturers and brands, stricter regulations will take effect in August 2026. <\/p>\n\n

\"\"
Image source: MILK. <\/figcaption><\/figure>\n\n

The biggest \u201cbogeyman\u201d here is the Packaging and Packaging Waste Regulation<\/a>, or PPWR for short. Whereas, until now, a \u201cdirective\u201d set requirements for all packaging-related issues\u2014which could be implemented individually by each country\u2014the PPWR applies the same rules to everyone. The requirements are becoming law, and across the entire EU market, companies will have to deal with minimum recycled content requirements, recyclability quotas, and many other regulations in the future. The law officially went into effect on February 10, 2025, and even though many provisions won\u2019t take effect until 2030, the first regulations will come into force as early as August 2026. For example, a declaration of conformity<\/a> must already be prepared for every piece of packaging, confirming that it is permitted to be placed on the market. For food-contact packaging, this declaration must also demonstrate that harmful substances such as PFAS do not exceed the established limits. The first requirements for the proper labeling of packaging are also already in effect. We provide in-depth guidance on the PPWR and offer support<\/a> in adapting your strategy and packaging. <\/p>\n\n

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Image source: MILK. <\/figcaption><\/figure>\n\n

However, it is not just the packaging itself that is affected by the new laws. Communication ON and ABOUT the packaging will also need to be adapted in the future. This is required by laws under the ECGT (\u201cEmpowering Consumers for the Green Transition\u201d<\/a>), often abbreviated as EmpCo. Set to take effect in March 2024 and become mandatory in September 2026, these laws require that vague, misleading, and overly general environmental claims be avoided. Claims such as \u201cgreen,\u201d \u201csustainable,\u201d or \u201cclimate-neutral\u201d must be specified and verifiable. For packaging, this means that numerous slogans, seals, and advertising claims will need to be adapted. The specifications must appear on the same medium, and every environmental claim must be verifiable (preferably by an independent third party). Since this currently affects over 50% of EU products, we also offer support<\/a> in this area. Communication on packaging would be regulated even more strictly by the\u201cGreen Claims Directive<\/a>,\u201d which has currently been put on hold, however, because the bureaucratic burden on companies is already very high due to the other legislative changes. <\/p>\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

If you don’t want to hear, you have to feel. At least that’s how the EU sees it when it comes to sustainable packaging and packaging communication. With a series of laws and directives as part of the European Green Deal
\n, politicians are trying to promote a circular economy and reduce environmental pollution. <\/p>\n","protected":false},"author":31,"featured_media":838925,"template":"","trend_category":[1212],"trend_status":[3392,1208],"trend_group":[3389],"trend_timeframe":[1210],"class_list":["post-838959","trend","type-trend","status-publish","has-post-thumbnail","hentry","trend_category-packaging-en","trend_status-design-for-recycling","trend_status-steep-thesis","trend_group-design-for-recycling","trend_timeframe-today"],"acf":[],"yoast_head":"\nToday's Top Story: Regulatory Framework 2026 - MILK.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.milk-food.de\/en\/insights\/trends\/ppwr-ecgt-green-claims-neue-verpackungsgesetze-treten-in-kraft\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Today's Top Story: Regulatory Framework 2026\" \/>\n<meta property=\"og:description\" content=\"If you don't want to hear, you have to feel. 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