Despite the regulations soon applying throughout the EU, there is a lack of clarity regarding what is actually required at the corporate level. Many actors have not yet mapped how their own operations are affected by the new guidelines, creating a knowledge gap in the market.
In many cases, awareness is limited, especially among small and medium-sized e-commerce businesses, says Paul Cedwall.
He emphasizes that time is running out for companies wanting to adapt their logistics in time.
The EU Packaging Regulation will become legally binding on August 12, 2026, and it’s high time to see what responsibility you have for the different countries, linked to the sales you make.
Questions Are Increasing In Number
As the date approaches, however, awareness is beginning to dawn among several retailers.
Advisors in the field are now noticing a shift in the number of incoming calls and contact requests. Companies are seeking guidance to understand how their business model fits into the new legal landscape.
Yes, we are seeing a clear increase in inquiries related to the EU Packaging Regulation, regarding role and responsibility, and how the regulation affects producer responsibility systems in different countries, confirms Paul Cedwall.
Requirements Make No Difference In Size
A common assumption is that strict legal requirements primarily affect the largest players in the market, while companies with lower volumes get away with it. However, this is not the case with the new packaging legislation.
The framework makes no distinction based on the size of the e-commerce business sending out the packages.
Even small e-commerce businesses are covered by the legislation and producer responsibility. In practice, this means registration in each country of sale as well as reporting of packaging and fees, but also adapting the packaging according to the regulation's requirements, says Paul Cedwall.
In addition to handling materials and direct administration, there are also other structural commitments for companies.
Authorized representative is mentioned in the regulations, which then becomes additional cost and administration.
To illustrate the scope of the new system, he puts the legislation into historical perspective.
The regulation is the biggest change in product responsibility for packaging in almost 30 years and involves both harmonization but above all change.
Germany Allows No Shortcuts
Germany is a priority country for Swedish retailers looking to expand abroad. However, the country already has strict rules regarding producer responsibility today, which are now being supplemented by the new EU requirements.
The German market offers no room for e-commerce businesses wanting to test their way forward. Many Swedish companies enter across the border with an approach that does not work in meeting the country's bureaucracy.
A common mistake is starting to sell first and reviewing compliance later, says Paul Cedwall.
To avoid problems and ensure a smooth launch in the country, the correct order of work is required from day one.
In Germany, it’s important to first make sure that registrations and other things are in place before sales start, he concludes.