September 22, 2025 16:18

An alliance of around 80 companies, NGOs and trade associations led by the New European Reuse Alliance (New ERA) and Reusable Packaging Europe (RPE) has signed an appeal to EU authorities to introduce—within the new Packaging and Packaging Waste Regulation (PPWR)—a reuse symbol that is clear, binding and protected against greenwashing, i.e., misuse on packaging that is not genuinely reusable.
The goal is to provide simple, reliable information to end users and consumers about an item’s reusability.

The implementing acts defining the labelling requirements are expected by August 2026, as set out in Article 12.6 of the PPWR regulation.

In the position paper (available as an attachment), the signatories outline the key requirements the pictogram should embody, the enforcement mechanisms needed to ensure that only truly reusable packaging may carry the symbol, the specific case of reusable transport packaging, and visual-design suggestions to make the symbol effective in practice.

Among the criteria proposed to build trust and credibility in reuse are participation in an organized reuse system, packaging design tailored to that purpose with guaranteed multiple rotations, a demonstrated minimum number of reuse cycles, proven high return rates and design for responsible end-of-life treatment once the reuse cycles are exhausted.

To prevent abuse, the document calls for general and sector-specific guidance, penalties for improper use of the symbol, market surveillance at national and EU level, and training and awareness initiatives for consumers.

At the same time, sector initiatives should be promoted to strengthen the symbol’s credibility, such as protection through a quality or certification mark. A registered mark would foster harmonization and greater confidence in the system, encouraging responsible behavior by end users.

The signatories also ask the European Commission to recognize the specificities of reusable transport packaging used in pooling systems for B2B operations and to exempt these assets from the obligation to physically affix the symbol to each unit.
While physical labelling can be useful in B2C contexts to distinguish reusable from single-use packaging, it does not fit B2B operational realities: pool operators and closed systems already employ robust identification (marks, logos, color codes) that signal reusability and sustain high return rates.

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