Dansk 
Date: February 18th 2026
A comprehensive transformation of Europe’s entire packaging system is already underway. And if you, as a Danish company, have not yet familiarised yourself with PPWR – the new European regulation on packaging and packaging waste – now is the time to do so.
EU’s new Regulation on Packaging and Packaging Waste, PPWR, replaces the former Directive, PPWD – and the difference between the two is significant.
Where a directive must be transposed into national legislation and can be interpreted differently from country to country, a regulation applies directly in all Member States without national rewriting. As a result, PPWR will have a far more uniform and binding effect across the EU – with direct implications for all companies that place packaged products on the EU market.
The Regulation entered into force on 11 February 2025, and in less than a year and a half, the requirements will become tangible realities. From August 12th 2026, the vast majority of the key requirements will apply. Packaging that does not comply, simply may not be placed on the market in the EU.
This applies to all sectors. All packaging. All economic operators.
In other words, the EU’s new Packaging Regulation will fundamentally change the rules of the game throughout the entire value chain – and Danish companies have a short window to adapt before compliance becomes a question of maintaining access to the European market.
We asked Emballageretur’s Subject Matter Expert on Packaging, Rikke Halkjær Kristensen, to help us understand PPWR.
What is PPWR?
PPWR stands for the Packaging and Packaging Waste Regulation. As a regulation, it is not guidance – it is legally binding law in all EU countries, with only limited scope for national special rules.
The ambition behind PPWR is clear: the EU wants to reduce packaging waste, standardise rules, and compel the entire value chain to take responsibility for sustainability, documentation, and traceability.
What’s new in PPWR?
The requirements are being significantly tightened.
Manufacturers must demonstrate conformity, draw up technical documentation, and ensure correct labelling and traceability – and suppliers must provide the necessary information and documentation to manufacturers.
If your company is an importer and/or distributor, you may only place packaging on the market that meets the requirements, and you must check labelling, ensure that registration of the responsible producer has been completed, and ensure documentation is in place.
If an importer or distributor modifies the packaging or markets it under their own name, the manufacturer’s obligations apply – with the exception of micro-enterprises.
In addition, providers of fulfilment services are required to ensure that handling and transport do not compromise conformity.
Economic operators must also be able to identify suppliers and customers and retain this information.
In short: PPWR means total transparency, control, and documentation obligations – from design to distribution.
What does it mean for Danish companies?
For Danish companies, PPWR is critical: it will no longer be possible to place packaging on the EU market that does not meet specific sustainability, design, and documentation requirements.
Denmark is in a special situation – paradoxically both behind and ahead at the same time.
On the one hand, Denmark has been among the very last EU countries to implement extended producer responsibility (EPR) for packaging. In fact, we did not meet the deadline. Many Danish companies are therefore only now establishing the systems and processes that companies in, for instance, Germany, France, and the Netherlands have been working with for decades.
On the other hand, the Danish model for EPR for packaging has been designed with the upcoming PPWR structure as a point of reference.
This means that Danish companies that are already working in a structured way with producer responsibility are, in practice, training for the new EU reality.
For many other EU countries, PPWR is a harmonisation and tightening.
For Denmark, it is an acceleration.
But precisely for that reason, there is also a strategic opportunity.
It’s a rare opportunity, and there is still time to get ready, if you start now.
EPR can become a decisive competitive advantage
The Danish EPR Executive Order is already structured around the principles on which PPWR is built.
Companies that:
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have control over registration and data
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document their material flows
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work with design for recycling
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have transparency in the supply chain
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understand sorting and environmental grading
… are already well on their way towards PPWR compliance.
EPR work is not an administrative burden. It is a preparation phase. The companies that take it seriously now will gain:
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easier implementation of upcoming requirements
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stronger documentation than competitors
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faster and more secure market access
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better collaboration across the value chain
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a more robust and future-proof packaging strategy
Emballageretur helps you take the right steps now
PPWR requires structure, documentation, and strategic decisions.
That’s why it’s not about waiting for the final EU guidance and complete clarity on every detail — it’s about taking the right steps now: getting an overview of the requirements, getting data and documentation in place, and translating them into concrete design and material choices in practice.
At Emballageretur, we help you do exactly that.
We support you through both innovation courses, where we work directly with your packaging, your value chain, and the decisions required to secure market access and webinars that provide a clear, action-oriented overview of requirements and deadlines.
As of now the innovation courses are only in Danish, but we are examining the possibility of having them in English too.
