If the regulation is implemented as planned, packaging labelling with mandatory recycling instructions will be introduced across the entire European Union by 12 August 2028.
Packaging labelling and recycling systems vary considerably between European Union member states. The aim of the new rules is to standardise packaging labelling so that consumers find it easier to sort their waste correctly. At present, the same type of packaging may be sorted into altogether different waste bins depending on the European Union member state, which creates problems for product manufacturers. Many countries currently use their own recycling symbols and instructions.
“Mandatory labelling hampers the European internal market, because international packaging has to carry labels from a range of different countries,” explains packaging expert Heli Niekenena of Sense n Insight. According to her, the number of symbols and instructions has grown so much that “there is a risk that there will no longer be enough room on the packaging”.
The planned reform of packaging labelling forms part of the Packaging and Packaging Waste Regulation (PPWR, EU 2025/40). Its aim is to harmonise labelling across the European Union, to clarify sorting instructions for consumers and to ensure that packaging ends up in the right waste stream. Mandatory recycling labels are due to be introduced by 12 August 2028, provided the regulation is implemented as planned.
“The deadlines may change; at this point we cannot say anything definite,” notes Heli Niekenena. “Once the final decision has been taken, there will still be a 24-month transition period. (...) Although the new system is based on the material used to determine the label on the packaging, the most important thing is that the labels show consumers where to dispose of the packaging material,” the expert explains. When the same label appears on both the packaging and the recycling bin, consumers will be able to sort their waste more easily and more systematically. “In that case, the differing recycling systems in EU member states will not complicate the sorting habits of individual consumers,” notes Ms Niekenena.
The new recycling labels are intended to ensure consistent practice across Europe
The recycling of cardboard packaging works well in Finland, but the picture at European level is different – recycling systems, practices and even the colours of recycling labels currently differ from one another.
“In some countries, when recycling composite packaging that contains both cardboard and plastic, packaging with a lower fibre content is collected separately from packaging with a high fibre content,” explains Ms Niekenena.
The new labels included in the proposal will allow consumers to follow a single principle – to put the packaging in the waste bin marked with the same recycling symbol.
“Since there is currently no requirement in Finland to display any kind of recycling label on packaging, there is no common standard and the labels are not harmonised. Consumers may find it difficult to work out which instructions are correct and comparable,” stresses expert Ms Niekenena. For example, consumers have often asked whether a triangular sandwich pack, or a paper bag with a plastic “window”, should go into mixed waste because of that “window”, or whether the materials should be separated, or whether the whole thing should go for cardboard recycling. The new labels will provide clarity on this question. If the packaging carries a separate recycling symbol for the plastic part, that part must be removed and sorted separately. However, if the label indicates only cardboard or paper recycling, the “window” is acceptable in that category.
The key is clear labelling and communication with consumers
According to Heli Niekenena, the new symbols have been designed to be visually easy to understand and to match the labelling on waste bins. “It is important that the packaging and the waste bin carry the same label.”
Packers need to know which materials are used in their packaging and to apply the correct label. Consumers need to follow the instructions. Consumer behaviour has been the main focus in preparing the reform. The labels have been extensively tested, and their purpose is to give consumers the right information at the right time. Studies have highlighted the importance of visual cues. At the same time, it became clear that the system cannot solve everything.
“Colour helped sorting slightly more effectively than text did,” notes Ms Niekenena. “A labelling system cannot provide complete, context-specific sorting instructions. In developing the labels, a balance had to be struck between simplicity and precision. A label should be as simple as possible and as informative as is necessary for the sake of clarity,” Heli Niekenena concludes.
An everyday example – triangular sandwich packaging
A triangular sandwich pack made from several materials illustrates how future recycling labels will work. The pack may be made entirely of plastic, or it may consist of a cardboard base and a plastic lid. In some cases both the pack and the lid are cardboard, but the lid has a plastic “window”. Under the current proposal, recycling labels may be placed on the main material of the packaging, indicating which label applies to each component. Another option is to place a separate label on each component.
“The latter method would ensure that even from individual parts of the packaging, consumers can see where the product ultimately belongs,” notes the expert.
The requirements will apply to the packaging of all goods
The reform will mean significant changes for businesses. Under the rules, the labelling requirements will apply to the packaging of all goods, yet uniform labelling also benefits the internal market. “If the same labelling is used on packaging and waste bins throughout Europe, there is no need to print separate recycling instructions for each country on the packaging. That simplifies logistics and packaging design,” stresses Heli Niekenena.
It should be stressed that the success of the reform depends on more than labelling and rules alone. Communication and consumer information will play a key role in putting the reform into practice. In closing, the packaging expert notes that although the labelling is standardised at European Union level, communication, information and education at the level of each member state remain vitally important.