On 5 June 2026 European Commission has published guidance on the new Packaging and Packaging Waste Regulation (PPWR), providing critical clarity ahead of its general application on 12 August 2026. The guidance confirms that brand owners controlling packaging design will typically be treated as manufacturers, holding primary responsibility for sustainability and labelling compliance, while producers remain responsible for EPR obligations. A major market impact is the confirmed PFAS ban for food-contact packaging, with strict thresholds of 25 ppb for individual PFAS, 250 ppb for total PFAS, and 50 ppm including polymeric PFAS. The regulation also reinforces that all packaging must be recyclable from August 2026, with stricter design-for-recyclability and large-scale recyclability requirements phased in from 2030 and 2035. These clarifications increase compliance pressure for packaging, food, retail, and consumer goods sectors, particularly on material selection, supply chain accountability, and recycled content documentation.
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