It starts with packaging.

According to European Union PPWR principles, packaging recyclability will be evaluated as a system — not as separate components. 

So the real question is not whether the label itself is recyclable. The question is

– whether the packaging as a whole is recyclable at scale.

Label material selection depends on the primary packaging type, recycling infrastructure, adhesives, decoration technologies and the intended packaging lifecycle. 

A label designed for PET may not work for HDPE or glass. And a “recyclable” label alone does not guarantee a recyclable package. 

Below, you can watch the presentation delivered at Aurika’s conference “How to Prepare for the New Packaging Rules” by Liselotte den Ouden from Avery Dennison.

2:54 – 2:57 — EcoDesign for pressure-sensitive labels: value creation, impact on recycling, waste and emissions

2:57 – 2:59 — PPWR: expected label requirements for compatibility with recycling infrastructure

3:00 – 3:07 — EcoDesign for PET packaging: label materials, the European PET collection and recycling landscape, and case studies

3:07 – 3:11 — EcoDesign for HDPE packaging: label performance in HDPE recycling and material selection

3:11 – 3:18 — Recycling and reuse of GLASS packaging: one-way vs reusable glass, footprint reduction and material selection

3:18 – 3:20 — Reducing material usage: carbon footprint reduction, material selection and the NIVEA case study

3:20 – 3:27 — Recycled and bio-circular content: recycled PP and PE, bio-renewable PP and PE materials