In November 2022, the European Commission introduced the Packaging and Packaging Waste Regulation (PPWR) as part of the European Green Deal and Circular Economy Action Plan, aiming to enhance the legislative framework governing packaging and waste. Following negotiations, the European Parliament amended the text in April 2024, with the European Council's formal adoption anticipated by year-end. The PPWR stipulates extensive requirements for packaging, emphasizing minimization, recyclability, and safety. By January 2030, all packaging must be recyclable, and plastic must incorporate minimum recycled content. Brands must adapt their packaging strategies to comply with these regulations, which may impact their branding and intellectual property rights.
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