PPWR Compliance for UK Businesses Selling into the EU

The EU Packaging and Packaging Waste Regulation applies from 12 August 2026. UK sellers must meet the new packaging rules, register in the EU countries where they sell, and appoint an EU Authorised Representative. J&P Accountants handles all of it for you.

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What Is PPWR and Why It Affects UK Sellers

PPWR, Regulation (EU) 2025/40, is the new EU-wide law covering all packaging placed on the EU market. It replaces the previous Packaging Directive and introduces a harmonised framework across all 27 member states, though individual countries are still confirming their own implementation requirements.

Since Brexit, UK businesses selling into the EU face the full obligations that apply to non-EU producers, including registering in each country where they sell, holding a valid EPR (Extended Producer Responsibility) Registration Number, meeting ongoing reporting and fee obligations, and appointing an EU Authorised Representative.

Non-compliance from 12 August 2026 risks marketplace listing deactivation, regulatory fines, and losing access to EU markets entirely.

For a full breakdown of what PPWR means for your business, read our guide: EU PPWR 2026: What E-Commerce Sellers Need to Know Before the Deadline.

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Who Needs to Comply with PPWR in the UK

PPWR applies to you if you are:

An Amazon, eBay or other marketplace seller shipping to EU customers
A UK brand or D2C business selling into any EU country
A wholesaler or distributor placing packaged goods on the EU market

Marketplaces are also now responsible for checking that their third party sellers comply. Sellers who cannot show compliance risk listing suspensions, so waiting for a letter from a regulator is not the real deadline. The real deadline is the day your marketplace asks for proof.

If you sell across multiple EU countries, see our guide to PPWR compliance for sellers across the EU.

E-commerce sellers managing packaging compliance

Packaged goods on pallets with EU flag representing PPWR compliance

Need an EU Authorised Representative? We Act as Yours.

If your business is based outside the EU, you cannot meet your PPWR and EPR obligations on your own. The regulation requires non-EU producers to appoint an Authorised Representative established in the EU to handle registration, reporting and compliance on their behalf.

J&P Accountants provides Authorised Representative services as part of our PPWR compliance support. We act as your official point of contact in the EU, so you can keep selling without setting up a European entity.

Our Authorised Representative service covers:

Acting as your named EU representative for packaging compliance
Producer and EPR registration in the countries where you sell
Multi-country reporting and deadline management across all relevant EU markets
Responding to national authorities on your behalf

How J&P Accountants Gets You Compliant

We handle PPWR compliance end to end, in three steps:

Step 1. Assess. We review where you sell, what packaging you use and exactly which PPWR and EPR obligations apply to your business.
Step 2. Register. We complete your producer and EPR registrations in each country where you sell, and appoint ourselves as your EU Authorised Representative where required.
Step 3. Maintain. We prepare and hold your documentation, keep your registrations current and handle ongoing reporting, so you stay compliant as EU packaging rules continue to develop.

Based outside the EU entirely? Find out more about our EU Authorised Representative services for international sellers.

J&P Accountants tax compliance consultant advising a business client on EU VAT and packaging regulations

J&P Accountants team of international tax and compliance specialists based in Manchester

Why J&P Accountants

J&P Accountants is a one-stop European compliance service provider with our own dedicated SaaS system, built to support e-commerce businesses from their first PPWR registration through to full global cross-border expansion. Whether you are registering in one EU country or scaling across multiple markets, our platform and our people grow with your business.

Led by an FCCA-qualified founder with over 20 years of experience, our team includes compliance specialists based across our European offices in France, Spain, Italy and Austria, who work in packaging and producer compliance every day.

We already manage VAT and EPR obligations for online sellers across multiple EU markets and are a listed trusted advisor for both Amazon and eBay. PPWR is an extension of what we do, not a new experiment. One provider, every market, no language barriers.

FAQs

What is PPWR?

PPWR is the EU Packaging and Packaging Waste Regulation, Regulation (EU) 2025/40. It sets EU-wide rules for all packaging placed on the EU market, covering design, documentation, labelling, recyclability and producer responsibility. It applies from 12 August 2026.

Does PPWR apply to UK companies?

Yes. PPWR applies to any business placing packaged goods on the EU market, wherever that business is based. UK companies selling into the EU must comply, and as non-EU producers they must also appoint an EU Authorised Representative.

What is the difference between PPWR and EPR?

EPR is the existing system of national registration, reporting and eco contribution fees for packaging waste in individual EU countries. PPWR is the new EU wide regulation that harmonises these obligations under a single framework, introducing consistent standards for packaging design, recyclability and producer responsibility across all member states. Having an existing EPR registration in one country does not mean you are compliant across all EU markets. Each country requires its own valid EPR Registration Number.

What happens if I am not compliant by 12 August 2026?

Non-compliant packaging can be withdrawn or recalled by national market surveillance authorities, and penalties are set by each member state. Marketplaces can also suspend listings for sellers who cannot show compliance. The safest route is to start the process now.

Do I need an Authorised Representative?

If your business is established outside the EU and you sell packaged products into the EU, yes. The Authorised Representative must be established in the EU and acts as your official compliance contact. J&P Accountants provides this service.