Consumer Goods Associations Urge Harmonised EU Packaging Labelling Framework
A coalition of 16 leading consumer goods industry associations, led by AIM, the European Brands Association, has called on the European Commission and EU Member States to adopt a practical and harmonised packaging labelling system under the Packaging and Packaging Waste Regulation (PPWR).
Representing manufacturers whose products are used daily by millions of consumers across Europe, the associations emphasized the need to maintain the integrity of the EU Single Market while ensuring packaging information remains clear, consistent, and easy for consumers to understand.
The industry coalition supports a harmonised labelling approach based on simple, text-free pictograms that can be displayed in monochromatic or achromatic formats, allowing them to integrate seamlessly into existing packaging designs. The associations also advocate for greater flexibility in the use of digital labelling tools, such as QR codes and Digital Product Passports, to provide additional product and recycling information.
According to the signatories, the growing number of packaging-related requirements across EU legislation has increased regulatory complexity for manufacturers. Varying national labelling rules and overlapping compliance obligations are creating additional costs, operational challenges, and barriers to the free movement of goods within the European market.
The associations warned that mandatory text and colour requirements for harmonised labels could significantly increase packaging redesign and production costs for businesses. Instead, they recommend a consumer-friendly system that combines simple visual symbols with awareness campaigns to encourage proper waste sorting and recycling practices.
The joint statement also calls on Member States to eliminate existing national packaging labelling requirements once the new EU-wide framework is introduced. Industry representatives argue that a single harmonised system would reduce compliance burdens, simplify implementation, and improve efficiency across the supply chain.
The coalition believes that a unified packaging labelling framework is essential for strengthening the competitiveness of European manufacturers, reducing regulatory fragmentation, and supporting the smooth functioning of the EU Single Market while advancing sustainability objectives.
