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The European Union (EU) is introducing new packaging requirements that will impact businesses selling and shipping products into Europe. Under the Packaging and Packaging Waste Regulation (PPWR), which will apply from 12 August 2026, companies placing packaged goods on the EU market must ensure their packaging complies with a new set of sustainability and documentation requirements.
Whether you are an eCommerce seller, manufacturer, distributor, or exporter shipping from Hong Kong to the EU, understanding these new rules is essential to ensure smooth customs clearance and continued access to the European market.
The Packaging and Packaging Waste Regulation (PPWR) is a new EU-wide regulation designed to harmonise packaging requirements across all 27 EU Member States1. It establishes a common framework covering:
The regulation replaces the previous Packaging and Packaging Waste Directive and supports the EU's transition towards a circular economy while reducing the environmental impact of packaging.
1. EU27 (European Union): Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France,Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden. And Norway is preparing to follow. Switzerland is aligning national legislation with PPWR.
Many businesses assume EU packaging regulations only apply to manufacturers based in Europe. In reality, PPWR applies to all packaged goods placed on the EU market, regardless of where they originate. This means exporters from Hong Kong and other non-EU countries may also be affected.
The scope of the regulation covers virtually all packaging materials used to ship products, including:
Businesses that fail to meet the new requirements could face shipment delays, restricted market access, product withdrawals, recalls, or administrative penalties, including fines.
To support compliance, businesses should review their current packaging practices and ensure their packaging meets the new standards.
Packaging should be designed to avoid unnecessary empty space and excessive material usage.
Examples include:
This not only helps meet PPWR requirements but may also reduce shipping costs and improve sustainability performance.
Packaging materials must not contain restricted substances above applicable regulatory thresholds. Businesses should review packaging specifications with suppliers and confirm compliance with relevant EU requirements.
Packaging may need to include specific identification details where applicable, including information relating to the manufacturer and importer. Businesses should work with their suppliers and logistics partners to determine whether additional markings or labels may be required for their products.
In addition to packaging design requirements, PPWR introduces stronger documentation obligations. Companies should prepare and retain:
A formal statement confirming that packaging complies with applicable PPWR requirements.
Supporting records may include:
These documents may be requested by regulators or authorities to demonstrate compliance.
Businesses should retain packaging compliance documentation for:
Proper record-keeping will become increasingly important as enforcement measures are rolled out across the EU.
Under PPWR, businesses placing packaged goods onto the EU market may be responsible for assessing and complying with Extended Producer Responsibility (EPR) obligations in the relevant EU Member State(s). This may include registration and reporting requirements depending on where products are sold.
Because EPR requirements can vary between countries, businesses should review their obligations carefully and seek guidance where necessary.
Failure to comply with PPWR could create significant business risks, including:
📌 For exporters serving customers across Europe, compliance preparation should become part of broader business and logistics planning ahead of the August 2026 implementation date.
To stay ahead of the new regulations, businesses shipping to the EU should take the following steps:
Evaluate packaging materials, dimensions, fillers and labelling against PPWR requirements.
Request compliance information, technical specifications and supporting documentation from suppliers.
Determine whether registration or producer responsibility requirements apply in your target EU markets.
Ensure packaging compliance records can be collected, stored and retrieved efficiently.
Collaborating with logistics providers that closely monitor regulatory changes can help reduce compliance risks and support smoother market access.
The EU Packaging and Packaging Waste Regulation (PPWR) will introduce significant changes for businesses shipping products into Europe from August 2026. While the regulation focuses on sustainability and packaging waste reduction, it also creates new compliance responsibilities for exporters.
By reviewing packaging practices, assessing EPR obligations, and strengthening documentation processes now, Hong Kong businesses can reduce the risk of delays, penalties and market access issues—and continue growing confidently in the European market.
Open a DHL Express Business Account today and gain access to international shipping solutions, customs expertise and regulatory insights to help your business navigate evolving EU requirements with confidence.
👉 Whether you are an eCommerce seller, brand owner, or business exporter, DHL helps you stay competitive, reduce logistics and duty risks, and unlock new opportunities in the European market.
Yes. The PPWR applies to all packaged goods placed on the EU market, regardless of where they are manufactured or shipped from. This means Hong Kong exporters, eCommerce sellers, manufacturers, and distributors may need to comply with the regulation when selling products to customers in the EU.
The regulation covers virtually all packaging used to place products on the EU market, including shipping cartons, protective fillers, flyers, inserts, pallets, and packaging provided by third-party suppliers. Businesses should review their entire packaging supply chain to ensure compliance.
Non-compliant packaging may result in shipment delays, customs issues, restricted market access, product withdrawals or recalls, and administrative penalties such as fines. To reduce risk, businesses should review their packaging, maintain the required compliance documentation, and assess any applicable Extended Producer Responsibility (EPR) obligations before the regulation takes effect.
DHL Express closely monitors regulatory developments and can help businesses understand evolving shipping and compliance requirements. By opening a DHL Express Business Account, you can access international shipping expertise, customs support, and practical guidance to help your business navigate EU regulatory changes with confidence.
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