The New EU Packaging Regulation – and Why It Poses Impossible Challenges for Small Brands
Today, August 12, 2026, the new EU Packaging and Packaging Waste Regulation (PPWR) has come into full effect. For me, as the owner of a small jewelry brand in Berlin, this means I can no longer ship to customers in other EU countries for the time being.
What exactly is happening as of today?
The regulation aims to reduce packaging waste and protect the environment—goals that are fundamentally good. However, in practice, it confronts small businesses with tasks that are nearly impossible to manage:
The main problem: From now on, products sold to other EU countries must comply with the rules of those specific countries. That sounds simple enough at first. But every country implements the regulation differently. Often, you need a local representative in each country to assume responsibility—essentially a point of contact in charge of compliance, documentation, and communication.
What does this cost? For every country I ship to, I would face additional expenses:
- Hiring a representative or authorized agent
- Translating all labeling into the local language
- Preparing documentation according to local requirements
- Potentially registering separately in each country
For a large corporation, these are marginal administrative costs that can simply be factored into the price. For a solo entrepreneur, these are issues that threaten the very existence of the business.
My Situation
I produce my jewelry myself, ship packages, answer emails, and try to run a professional business. Now, I also have the task of monitoring PPWR compliance for every country—without legal expertise, without a team, and without a budget for consultants.
The consequence: I am suspending shipping to the EU for the time being. My German customers can continue to place orders. Ironically, shipping internationally to Asia, the Americas, Australia, and other non-EU countries remains unproblematic. It is only my valued EU customers who can no longer order online for the time being.
It’s not fair—and hopefully, that will change.
I believe in sustainable packaging. I have long advocated for eco-friendly materials. However, a regulation that shuts small brands out of the European market simply because they cannot clear the hurdles is not progress. It means a loss of diversity, creativity, and independent voices.
That’s why I’m asking for your help: The European Commission is currently accepting public feedback. I’m hoping that a genuine exemption for small businesses might still be introduced.
--> Submit your feedback to the EU Commission here
Every voice counts!
Best regards, Carolin
P.S.: I am not a legal expert. This information is based on publicly available details regarding the PPWR. For deeper insight and leagl consultation, I recommend contacting the official authorities or a professional advisor directly.
