PPWR Explained: What Changes For Brands & Producers?

The Packaging and Packaging Waste Regulation (PPWR) is a groundbreaking, first-of-its-kind regulation in the European Union that is set to fundamentally change the packaging industry globally. In this episode, we sit down with industry expert Neirin Jones to discuss how this law impacts brands, producers, and retailers both inside and outside the EU. What You’ll Learn: The Shift from Directive to Regulation: Unlike previous directives that allowed for individual interpretation by member states, the PPWR is a harmonized law that applies uniformly across the entire EU. Beyond EPR: While Extended Producer Responsibility (EPR) focuses on downstream waste management, the PPWR targets the upstream value chain, including product design, recyclability, and the use of minimum recycled content. New Compliance Standards: Learn why businesses can no longer "pay their way out" of compliance and must instead focus on removing "forever chemicals" (PFAS) and ensuring packaging is recyclable at scale. Critical Deadlines: Understand the transition period ending on August 12, 2026, by which time companies must be fully compliant with new standards or risk severe penalties and sales bans. Global Supply Chain Impact: How international manufacturers and recyclers—from China to India—must adapt to meet strict EU supply chain due diligence and recycled content targets. Actionable Next Steps: Expert Neirin's advice on conducting a product portfolio stock-take, finding the right data management partners, and utilizing AI to navigate complex regulatory requirements. Whether you are a B2C brand owner, a manufacturer, or an international distributor, this episode provides the essential roadmap for navigating the new era of circular economy regulations in Europe. Connect with Neirin Jones: LinkedIn: linkedin.com/in/neirinjones/ Email: [email protected] Company: Rainbow Ventures, a venture studio building circular economy innovations. Subscribe to our YouTube for more deep dives into the future of sustainability and the circular economy.