There’s nowhere to hide; it’s here. Extended Producer Responsibility (EPR) schemes are in place in many countries (including the UK, from October 2025), and will be rolled out in more in the coming months and years. It’s part of the global push towards a circular economy, as well more widespread use of sustainable packaging.
Under EPR legislation, packaging producers are responsible for – in terms of bearing the cost – the collection, sorting and recycling of household packaging waste. The principle is simple: the more recyclable, sustainable and compliant the packaging is, the lower the packaging handler’s costs will be.
With many of AD Comms’ clients operating in the packaging space, we’re shedding light on who is affected and how companies at various stages of the packaging supply chain are impacted by the changes.
Who will be affected?
In the UK, EPR legislation affects any business that places packaging on the market, including manufacturers, importers, brand owners and retailers. The level of responsibility (and related costs) are calculated according to business size.
‘Small producers’ – businesses with a turnover between £1-2m, which supply more than 25 tonnes of packaging each year in the UK – must comply. ‘Larger producers’ (with a turnover of more than £2m, which supply 50 tonnes of packaging each year in the UK) have higher requirements, such as logging packaging-related data and paying waste management fees.
The impact of EPR on packaging companies
Despite only coming into play in the UK in October, EPR has been a long time coming – and packaging producers have had time to prepare.
As a starting point, they have had to register via the UK Government’s Report Packaging Data Portal (RPD), which has been open since August 2023 for ‘Large producers’ and January 2024 for ‘Small producers’, and acquire Packaging Recovery Notes (PRNs) to prove compliance with the new regulations.
Now, with the regulations in place, ‘Small producers’ have to submit packaging data annually and twice a year, ‘Large producers’ are required to provide more detailed data on material composition, recyclability and disposal methods, twice a year.
To make these data submissions possible, many companies have had to invest in new reporting systems – or upgrades – to ensure packaging insights can be accurately and consistently tracked.
When it comes to fees, packaging type, weight and recyclability are all factors that affect the costs. Producers who use hard-to-recycle or expensive packaging materials face higher fees, while those who invest in material, recyclable and/or compostable types benefit from lower ones.
These new parameters are influencing how packaging is being designed – and we’re already seeing a shift towards eco-friendly. (Click here to see our client Sonoco’s most recent award-win for its paper-based can). Packaging that is easier to recycle – because it is composed of a single material, for example – requires lower compliance fees, and this has led to R&D prioritising circularity and recyclability when developing packaging.
Communicating changes
Eco-friendly packaging designs are attractive to consumers, who are more environmentally conscious that ever before. Packaging producers and handlers can give themselves a competitive and sustainable edge by demonstrating compliance and, importantly, communicating to their target market in a way that’s impactful, yet avoids greenwashing.
At AD Communications, we’re helping clients to navigate the new EPR landscape and communicate their sustainability efforts with clarity and credibility.
Visit our Sustainability Communications page to find out more about how we approach sustainability storytelling for brands and how we can help you too.