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PPWR takes effect 12 August 2026: sellers become "manufacturers"

From "seller" to "manufacturer" – with all the obligations that come with it

From 12 August 2026, the EU's PPWR (Packaging and Packaging Waste Regulation) applies. Anyone selling products in their own branded packaging – your logo on shipping boxes, custom labels, or bags – will legally be considered the "manufacturer" of that packaging. That brings a full set of obligations: packaging labelling, a unique manufacturer identifier, and an EU declaration of conformity.

The overlooked requirement: a representative in every delivery country

Beyond labelling, the PPWR includes a requirement many sellers overlook: an authorised representative in every EU country you deliver to. Without one, cross-border trade between member states effectively becomes illegal – regardless of how small your delivery volume to that country is.

What sellers should clarify before 12 August 2026

Three questions matter most. Do you use your own packaging (branded shipping boxes, custom labels, bags)? If so, is it already correctly labelled and covered by a declaration of conformity? And: do you have an authorised representative for every EU country you deliver to?

An EU-based fulfilment partner can take a lot of this off your plate – for example, by using standard packaging that already meets requirements, or by centralising packaging in one EU country. TREEBERG handles packaging and shipping from Nordhorn, Germany – a central EU location that helps reduce the complexity of PPWR compliance across multiple delivery countries.

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PPWR takes effect 12 August 2026: sellers become "manufacturers"

From 12 August 2026, the PPWR regulation applies – anyone selling goods in their own branded packaging becomes a "manufacturer" with a full set of obligations: labelling, a unique identifier and an EU declaration of conformity. For sellers across the EU, there’s another requirement: a separate authorised representative in each country of delivery – without it, cross-border trade between member states becomes illegal.

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