Brussels, June 2026 – AIM, the European Brands Association, together with other 15 leading consumer goods associations, has issued a joint call to the European Commission and Member States to adopt a pragmatic approach to the future harmonised packaging labelling system under the Packaging and Packaging Waste Regulation (PPWR).
Representing manufacturers of consumer goods used daily by millions of Europeans, the signatories stress the importance of preserving the integrity of the EU Single Market while ensuring consumers receive clear and effective information.
The coalition supports a harmonised labelling framework based on text-free pictograms, available in achromatic or monochromatic versions that integrate with existing packaging designs. The associations also advocate for maximum flexibility in the use of digital labelling solutions, including QR codes and Digital Product Passports, to complement or replace physical labels where appropriate.
As packaging requirements continue to grow across EU legislation, manufacturers face increasing challenges from overlapping, sometimes conflicting obligations and divergent national requirements. These developments create unnecessary complexity, increase costs, generate waste, and risk fragmenting the Single Market.
The signatories warn that mandatory text and colour requirements for harmonised labels could impose significant burdens on businesses, potentially adding millions of euros in annual costs for individual companies. Instead, they call for a consumer- and business- friendly system that combines simple pictograms with awareness and education campaigns to support correct waste sorting behaviour.
The joint statement also urges Member States to swiftly repeal existing national packaging labelling requirements once the new harmonised system is adopted, allowing companies to implement packaging changes efficiently and avoid duplicate compliance costs.
“A truly harmonised approach to packaging labelling is essential for preserving the competitiveness of European manufacturers, reducing unnecessary regulatory burdens, and supporting the free movement of goods across the EU,” the signatories state.
For AIM and its members, effective harmonisation must deliver both clear consumer information and practical implementation for businesses, supporting the EU’s objectives on competitiveness, simplification, and a stronger Single Market.
