The Packaging and Packaging Waste Regulation (PPWR) continues to cause uncertainty in the packaging industry. Sonja Bähr, packaging consultant at b+p creality and columnist for the packaging journal, will provide an unvarnished insight into the current state of implementation at interpack 2026.
Role confusion in complex supply chains
One major problem, according to Bähr, is the difficulty in finding one's role: „Companies have such complex supply chains, such complex production setups, deliveries from non-EU countries, which are then repackaged here. They themselves sometimes say, we honestly don't know how we are supposed to untangle this and where we are supposed to position ourselves.“
She is particularly critical of the emerging „master-and-servant game“ between retailers and suppliers. Instead of cooperation, distortions are arising in supplier-customer relationships – precisely the opposite of what would be necessary for a successful PPWR implementation.
Innovation versus Compliance
The regulation is leading to a paradigm shift: „This changes how companies perceive packaging, shifting it from a procurement component to a compliance aspect,“ explains Bähr. This could lead to a situation where „my product can be very good, but I may not be allowed to sell it because the packaging is potentially non-compliant.“.
Innovations are currently taking a back seat. „That's currently taking a bit of a back seat,“ confirms Bähr after discussions with brand owners. The focus is on basic compliance up to the decisive date: concrete obligations will come into force from 12 August 2026. Companies must clarify their role – as producers, they must be identifiable on the packaging and provide proof of PFAS limits for food contact materials as well as for heavy metals. „Now would actually be the time to say: Fine, then I'd like a lab test or I'll do one myself.“
A realistic approach is needed
Bähr also criticises the scientific basis of the regulation. In her column „When Science Fails to Create Knowledge“, she criticises the JRC study on mandatory labelling, stating that the recommendation for coloured pictograms has not been sufficiently investigated.
Despite all criticism, Bähr emphasises: „The principle is totally good and correct and we also have to do something.“ However, he considers clear, understandable and implementable regulation to be crucial – not a set of rules that necessarily requires external consultants to be accessible at all.
