Navigating the EU's new Packaging and Packaging Waste Regulation (PPWR) can be daunting for businesses in the consumer goods industry. Discover how leveraging GS1 standards can facilitate compliance and promote a circular economy. This white paper explains how existing GS1 standards can be used today for circular packaging.
Current Sustainability Regulations in Europe
Accelerating the transformation to a circular economy is one of the key priorities in the European Union (EU). The European Commission summarised this ambitious roadmap in 2019 within the framework of the European Green Deal (EGD). In line with this ambition, the Circular Economy Action Plan (CEAP) was published in March 2020. This action plan structures the measures and paves the way towards a transition from a linear to a circular economy. It includes actions to create a well-functioning market for secondary raw materials, develop further EU-wide end-of-waste criteria for certain waste streams, and enhance the role of standardisation.
In November 2022, the European Commission published the Packaging and Packaging Waste Regulation (PPWR) proposal, addressing the entire lifecycle of packaging materials. The PPWR aims to reduce pollution from packaging materials and promote a sustainable circular economy for packaging. Moreover, it will be binding for all EU countries without any further options for shaping it. The Ecodesign for Sustainable Products Regulation (ESPR) is another key instrument to provide transparency along the whole lifecycle of products. It sets requirements for product design to enhance durability, reusability, upgradability, and recyclability.
Understanding the Packaging and Packaging Waste Regulation (PPWR)
The European Union’s Packaging and Packaging Waste Regulation (PPWR), which came into force in February 2025, marks a significant shift toward a circular economy by setting ambitious targets for packaging reduction, recyclability, and transparency. This regulation is fundamentally reshaping how businesses across Europe are approaching packaging. By setting ambitious targets for reducing packaging waste, enhancing recyclability, and improving data transparency, the PPWR aims to create a more sustainable and transparent packaging ecosystem.
Businesses need to be prepared for these changes as the PPWR sets stringent requirements that will impact the entire packaging value chain. This includes making all packaging recyclable by 2030, reducing packaging waste per person by up to 15% by 2040, and ensuring that packaging is free from harmful substances. Compliance with these regulations will require significant adjustments in how packaging is designed, produced, and managed throughout its lifecycle.
How GS1 Standards Promote Circular Packaging
To support industry stakeholders in navigating these complex requirements, GS1 in Europe focused on a holistic approach that connects the three complex worlds of packaging, data, and sustainability. GS1 standards provide the foundation to facilitate compliance and help companies meet the requirements of the PPWR.
GS1 standards, as open and globally accepted standards, enable industry stakeholders to share transparent, reliable product and packaging data across the entire value chain. By using standardised identifiers, data carriers, and business processes, companies can ensure consistency, traceability, and interoperability—key requirements for regulatory compliance. This trusted data foundation helps businesses meet evolving legal obligations more efficiently while supporting circularity, safety, and sustainability goals.
Technology-Agnostic Data Attributes for PPWR Compliance
Effective data management is crucial to fulfilling the requirements of the PPWR, and GS1 standards can significantly help in this process by providing a common language and framework for accurate and efficient data exchange across the circular packaging value chain. An overview of technology-agnostic data attributes and code lists is included to support companies on their way to compliance and efficiency according to the PPWR.
Aligning business concepts with various technological representations based on an agnostic model ensures flexibility and interoperability. By defining business concepts independently from specific technologies, organisations can align data with real business needs, improve consistency across systems, and future-proof their models. This approach facilitates seamless integration, enhances data governance, and allows for scalability as business and regulatory requirements evolve.
Real-World Examples of GS1 Standards in Action
GS1 Austria worked with a food manufacturer producing sliced ham to improve how packaging information is handled and shared. The product is sold in vacuum-formed trays with a top sealing film, presented in a transparent setup at the deli counter. Each component—tray, top film, and stretch wrap—was assigned a dedicated GTIN, populated with attributes based on GS1 guidance for packaging data.
GS1 Denmark & GS1 Netherlands collaborated on the EPR project to help the industry efficiently comply with the EPR regulation through GS1 GDSN standardised processes for data collection, sharing, and declaration. This initiative supports structured data collection and enables digital applications such as recyclability analyses.
Who is this guideline for?
This document is intended for all stakeholders across the packaging value chain who are navigating current and upcoming regulatory requirements. Whether you are a packaging manufacturer, brand owner, retailer, logistics provider, or involved in waste management and recycling, this document offers insights into how standardisation can support compliance, improve data transparency, and drive circularity.
It is also useful for sustainability experts and standards organisations involved in building a more consistent and sustainable approach to packaging. By understanding and leveraging GS1 standards, stakeholders can ensure they are well-prepared to meet the requirements of the PPWR and contribute to a more sustainable future.
Who to talk to
For further information or specific inquiries, contact Maria Svejdar, Head of Retail, GS1 Ireland. Maria can provide detailed insights into how GS1 standards can support your organisation in meeting the requirements of the PPWR and navigating the transition to a circular packaging economy.
