On September 2, 2025, 78 organizations, led by the New European Reuse Alliance (New ERA) and Reusable Packaging Europe (RPE), issued a joint statement calling for the introduction of a dedicated label to indicate the reusability of packaging under the Packaging and Packaging Waste Regulation (PPWR; FPF reported).
The organizations are advocating for a symbol that is “clear, enforceable, and resistant to misuse from packaging that is not truly reusable.” They state that such a label would provide clarity for consumers and businesses, safeguard the integrity of reusable packaging systems, and prevent greenwashing.
According to Article 12.6 of the PPWR, the European Commission is required to adopt harmonized labelling requirements for packaging covered by the regulation. These requirements are expected by August 2026 and will apply 30 months after its entry into force, or from 12 February 2029, whichever is the latest.
Criteria for the symbol
The joint statement sets out that the reuse symbol should convey that packaging:
- is part of a reuse system, with collection, washing, repair, redistribution, and clear accountability,
- is conceived and designed for reuse and is safe for multiple rotations,
- demonstrates a minimum number of rotations over its lifetime, as defined in a forthcoming delegated act under Article 11.2,
- achieves a high return rate, and
- is designed with responsible end-of-life treatment, remaining recyclable once it can no longer be reused.
Enforcement and oversight
The signatories recommend that the European Commission adopt measures to ensure that the symbol is not misused. They propose:
- Guidelines: both general and sector-specific, developed in consultation with industry, to clarify implementation and ensure consistency,
- Penalties: sanctions for companies that falsely label non-reusable packaging as reusable, in line with Article 68 of the PPWR,
- Oversight: monitoring and audits carried out by national or EU authorities and authorized civil society organizations, without imposing additional economic costs on operators, and
- Awareness measures: education campaigns by the Commission and national authorities to inform end users about the symbol and its meaning.
The statement also suggests that the reuse symbol could function as a certification trademark. A trademark-based approach could strengthen compliance and prevent misuse, it states.
In short, the signatories call for the development of a harmonized and enforceable reuse label that is aligned with the PPWR and other relevant regulations, supports reliable reuse systems, and promotes reuse in the European packaging sector.