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Why the EU PPWR is driving the future of connected packaging
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or organisations operating across Europe, the Packaging and Packaging Waste Regulation (PPWR) represents one of the most significant changes to packaging requirements in decades. While its primary goal is to reduce waste and improve supply chain circularity, the regulation is also creating new expectations around packaging transparency, sustainability and accountability. With core obligations taking effect from 12 August and additional requirements continuing to roll out through to 2038, businesses must begin preparing now for a future in which packaging needs to communicate more information than ever before.
While many will view the upcoming changes as another hurdle, it highlights a wider industry shift around the growing volume of information that packaging is expected to communicate to consumers, trade partners and regulators. Conventional packaging is reaching its limits and there is only so much information that can be conveyed through traditional labels. Businesses are under increasing pressure to communicate information that can be updated in real-time and to rethink the role of packaging in this equation. Connected packaging offers a more effective way forward, allowing organisations to link physical products to digital content and supporting richer, more dynamic product information.
THE LIMITS OF TRADITIONAL PACKAGING For decades, packaging has been the primary source of product information. From ingredient lists and safety warnings to branding and recycling instructions, labels have been expected to communicate everything that somebody would need to know about a product. However, as the volume of expected information grows, the current approach is struggling to keep up.
The PPWR is introducing new requirements around harmonised labelling, recyclability
Andy Meadows, vice president of Product at Loftware information, material identification and digital data carriers, all aimed at making packaging easier to sort and manage at end of life. For businesses, this means packaging will be expected to communicate significantly more information in the years ahead. At the same time, consumer expectations around transparency and environmental impact continue to grow and the limitations of traditional packaging become even more apparent.Historically, businesses would respond by adding more to the packaging through larger labels or panels. The reality is that this approach has limitations that are only going to be stretched further. The space on physical packaging is limited and, as they become more crowded, it will be harder for consumers to find the information they need.
Limited packaging space is only part of the challenge. Every packaging update would require businesses to review artwork, sign off new copy and most likely replace existing inventory. For organisations operating across multiple markets, even the smallest regulatory change can require signifi cant time, resources and expense.
CONNECTED PACKAGING: A STRATEGIC RESPONSE
As PPWR requirements continue to roll out, organisations that rely solely on static packaging will find themselves in a continuous cycle of reprints. Rather than adding more content to packaging, businesses need to consider a new approach.
Connected packaging links physical products to digital content through technologies such as QR codes, providing access to information that could never fit on a single label.
Rather than trying to anticipate every future regulatory requirement that will be rolled out over the next 12 years, connected packaging gives organisations a flexible and scalable solution as it provides access to dynamic, continuously updated content. This allows businesses to meet evolving regulatory requirements and growing consumer expectations without overcrowding the packaging.
As regulations and product information change, content can be updated without constant redesigns. This not only improves agility as regulations evolve but can also help reduce waste associated with obsolete packaging materials and unnecessary reprints.
FUTURE-PROOFING THE PACKAGING INDUSTRY
The rollout of PPWR has raised a very practical question: how much information can static packaging realistically communicate? As requirements continue to evolve, businesses will need to provide more information to consumers without continually redesigning packaging and labels. Connected packaging provides a foundation for greater adaptability and long-term sustainability, especially as regulatory requirements around it will continue to change. By establishing digital channels to communicate information today, businesses can respond more effectively as future requirements are introduced. PPWR is exposing the limitations of traditional packaging as a standalone communication tool. Organisations that act now will be better positioned to take advantage of the opportunities that come with a more connected packaging ecosystem.
www.convertermag.com
September 2026
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