The European Packaging and Packaging Waste Regulation (PPWR) comes into force on 12 August 2026 – but the industry's preparation is „alarming“, as Dr. David Strack from SUSY made clear at interpack 2026. The expert for sustainable packaging assessment warns of the consequences of a lack of preparation.
Paradigm shift with harsh consequences
„The PPWR represents a paradigm shift in how we handle packaging,“ Strack emphasises. Producers – meaning manufacturers, importers, and brand owners – will have to be able to prove the marketability of their packaging from the deadline onwards. „If I can't sell, if I can't deliver, then I have a big problem,“ the SUSY Managing Director warns, citing potential revenue losses and reputational damage.
The core of the challenge lies in data availability. „The data is somewhere,“ explains Strack. „Some of it is in the ERP system, some is in procurement, some is in marketing, some is in production.“ This scattered information needs to be transferred into a structured packaging management system that reliably provides proof of compliance.
Declaration of conformity at the touch of a button
With the SUSY check, the company has developed a solution that generates automated declarations of conformity. „No one writes declarations of conformity. Declarations of conformity are generated automatically using data,“ says Strack. This transforms the documentary effort from a manual bottleneck into a system-supported standard process.
As a first step, the expert recommends appointing a PPWR project manager. „This is the biggest hurdle. Once that's overcome, the issue can be resolved relatively easily.“ The entire implementation process, despite its complexity – estimates suggest 500 million to one billion different packaging types in the EU – could be completed within two weeks.
August is just the beginning
The PPWR is not limited to the August deadline. Further escalation levels will follow: in 2028, declaration and material labelling requirements will come into effect, and in 2030, a minimum recyclability of 70 percent. „Secure recyclates today, buy recyclates today. That is future viability,“ warns Strack, referring to the upcoming rush for recycled materials.
Companies that are still hesitating now risk not only legal consequences but also economic disadvantages in future raw material procurement. Those who establish compliance structures today are simultaneously laying the foundation for the strategic challenges of the coming years.
