Page 29 - Plastics News May 2026
P. 29
ENVIRONMENT NEWS
UPM: RECYCLABLE BY DESIGN:
WHAT THE NEW EU PACKAGING RULES MEAN FOR LABELS
he European Union’s new packaging gle, clear system. From around 2028, packaging
framework is quietly reshaping how labels will need to carry uniform labels that clearly indi-
Tare designed, used, and even perceived cate material composition and provide straight-
across the entire value chain. Under the Pack- forward instructions on how to dispose of it. This
aging and Packaging Waste Regulation (PPWR), is intended to reduce consumer confusion and
which comes into force in August 2026, the fo- improve sorting accuracy at the household level.
cus is no longer just on reducing waste but on In practical terms, labels will no longer be just
ensuring that every component of packaging in- marketing tools—they will become functional
cluding labels fits into a fully circular system. The guides that connect consumer behaviour with
idea of “recyclable by design” has become cen- recycling infrastructure.
tral, meaning that packaging must be created in
a way that allows it to be effectively collected, Digitalisation is also being built into the new
framework. Labels may increasingly include QR
sorted, and recycled without contamination or codes or similar digital markers that provide de-
loss of material value.
tailed information about the packaging, such
For labels, this marks a significant shift. Tradi- as recyclability, reuse potential, and material
tionally, labels have been treated as secondary content. This adds a layer of transparency and
elements used for branding, information, and traceability, allowing regulators and consumers
aesthetics but often made from materials or ad- alike to better understand the lifecycle of pack-
hesives that interfere with recycling processes. aging. For companies, it means labels will play a
Under the new EU rules, that approach is no role not just in communication, but in compliance
longer viable. Labels must now be compatible and data tracking.
with the base packaging material so they do not At the same time, the regulation sets a clear long-
disrupt recycling streams. This includes ensur- term direction: by 2030, all packaging placed on
ing that adhesives can be cleanly removed, inks the EU market must be recyclable in a practical
do not contaminate recycled outputs, and mul- and economically viable way. This requirement
tilayer combinations are minimized. The broader forces brands and converters to rethink label
expectation is that labels should support, rather materials early in the design phase rather than
than hinder, the recyclability of the entire pack- treating them as an afterthought. It also pushes
age. innovation in areas such as wash-off adhesives,
mono-material label solutions, and lightweight
Another major change lies in standardisation. designs that align with recycling systems.
The EU is moving toward harmonised labelling
requirements across all member states, replac- What makes these changes particularly signifi-
ing the patchwork of national symbols with a sin- cant is their global impact. Any company export-
May 2026 PLASTICS NEWS 31
