The Next Stage of Packaging Development Is All About Data
With the EU Packaging and Packaging Waste Regulation (PPWR) now in force and its requirements being phased in over the coming years, packaging labels are becoming a strategic infrastructure for the circular economy, compliance and waste management. The recently published proposal by the Joint Research Centre (JRC) for harmonised waste separation labels signals a significant shift: packaging must increasingly convey standardised information across Europe – both visually and digitally. Companies should start preparing for this now.
The recently published proposal by the Joint Research Centre (JRC) for harmonised waste separation labels signals a significant shift: Packaging must increasingly convey standardised information across Europe – both visually and digitally. Companies should start preparing for this now.
From Packaging Design to Circular Economy Infrastructure
The aim of the new harmonised labelling is clear: to improve consumers’ willingness and ability to properly sort waste, increase collection and recycling rates, and promote packaging recycling on a large scale by 2035. Under Regulation (EU) 2025/40, packaging labelling will become a prerequisite for market access: Packaging across the EU must convey significantly more information and evolve from static information carriers into interfaces for packaging intelligence.
What businesses need to know:
- Material composition must be clearly indicated using harmonised pictograms to simplify sorting
- Reusable packaging requires special labelling
- Compostable packaging must be labelled separately
- Deposit-refund schemes such as PANT may retain national labelling but will also receive EU-wide harmonised colour-coded labelling
- Packaging containing recycled materials, bio-based plastics or substances of concern may require standardised digital identification technologies, including QR codes
The Timeline: Key Dates Companies Should Keep an Eye On
The transition is taking place in stages, but the timeline is progressing rapidly.
2026: The Framework Takes Shape
By 12 August 2026, the European Commission is expected to set out specifications and formats for harmonised labelling. In addition, further requirements will come into force, including:
- Identification features on packaging (type, batch or serial number)
- Manufacturer details and contact information
- Early use of QR codes as the recommended data infrastructure
By the end of 2026, the Commission is also expected to publish findings on substances in packaging that could impair reuse, recycling and chemical safety.
2027: Digital Labelling Could Be Extended
From 2027, EU Member States may begin to require information on Extended Producer Responsibility (EPR) to be provided via QR codes. Where implemented at national level, these QR codes must comply with standardised EU formats.
2028: Harmonised Labelling Becomes a Reality
From 12 August 2028, exactly 24 months after the implementing acts enter into force, the key requirements will come into effect:
- Harmonised pictograms indicating material composition
- Information on the proportion of recycled material
- Standardised digital labelling for substances of concern
- Harmonised labelling for packaging covered by deposit-refund schemes
This is likely to be one of the biggest operational changes in the packaging sector that many companies have faced in years.
2029: Specific Requirements for Reusable Packaging
From February 2029, reusable packaging placed on the market must bear a special label informing consumers about reuse schemes and how to use the product. As this can be supplemented by QR codes, it is advisable to leave space for QR codes.
One thing is already becoming clear: If you are currently working on packaging redesign projects, you should reserve space for a QR code – ideally 10 x 10 mm or larger. If you wait until 2028 to adapt your packaging design, this could result in significant redesign costs and create avoidable implementation pressure.
Please contact our team at PRONEXA if you need assistance or further information.