EU Reuse symbol: the reusable packaging sector is urging the European Commission to adopt a clear and enforceable symbol for reuse under the new Packaging and Packaging Waste Regulation (PPWR). Backed by 78 organizations, the call emphasizes the importance of strong criteria and enforcement to protect credibility, prevent greenwashing, and accelerate genuine circularity. The move is not meant to include industrial or B2B reusables, which already have organized return systems in place.
BRUSSELS – September 2025 – A broad coalition of 78 organizations has issued a united call for the European Commission to establish a clear and enforceable reuse symbol as part of the EU’s upcoming Packaging and Packaging Waste Regulation (PPWR). The statement, spearheaded by the New European Reuse Alliance and Reusable Packaging Europe, urges lawmakers to ensure the new label is both credible and resistant to misuse, particularly by packaging that is not genuinely reusable.
The PPWR, formally adopted earlier this year, sets ambitious targets for reducing single-use packaging and accelerating the shift toward circular systems. Article 12.2 of the regulation introduces the concept of a reuse label, with implementing acts on design and enforcement expected by August 2026.
According to the signatories, the symbol must go beyond simple graphics. To truly serve its purpose, it should represent robust criteria for what qualifies as reusable packaging, backed by enforcement mechanisms that prevent greenwashing and provide end users with a reliable signal of genuine reuse.
Raising the Bar for Reuse
The statement outlines several non-negotiable requirements for any packaging allowed to carry the reuse symbol:
Integration into a reuse system: Packaging must be part of an organized collection, washing, repair, and redistribution system with accountability for performance.
Design for multiple rotations: Packaging must withstand repeated handling and cleaning cycles, as required under Article 11 of the PPWR.
Verified rotations: Packaging must achieve a minimum number of uses, with compliance demonstrated through traceable systems or certified averages.
High return rates: Reusable assets must demonstrate consistently high recovery levels to maintain credibility.
Responsible end-of-life treatment: Packaging must remain recyclable after its reuse phase, minimizing environmental impact.
By linking the label directly to these criteria, industry leaders believe the symbol can become a tool that not only guides consumers but also safeguards the integrity of reuse systems in B2B and B2C contexts.
Enforcement to Ensure Trust
The coalition emphasizes that the success of the symbol will depend on strong enforcement. They recommend that the European Commission develop sector-specific implementation guidelines with industry input, ensuring businesses have clear direction on how to apply the symbol. Penalties should be established for companies that falsely label non-reusable packaging as reusable, while oversight from regulators or authorized NGOs would help maintain compliance through monitoring and audits. Equally important, education and awareness campaigns should inform both businesses and consumers about the meaning of the symbol and the systems behind it.
Some groups go further, proposing that the symbol be registered as a certification trademark. This approach, they argue, would provide additional protection against misuse while encouraging compliance through licensing agreements. Models already exist, including Germany’s Arbeitskreis Mehrweg GbR and the global PR3 “Rebrand Reuse” initiative, both of which demonstrate how trademarked symbols can strengthen credibility and trust.
RTP Case: A Different Path
A key part of the statement highlights the specific case of reusable transport packaging (RTP) in pooling systems. Industry groups argue that affixing a physical symbol to each crate, pallet, or tote in these B2B closed-loop systems is impractical and unnecessary.
“RTP assets already operate with proven identification systems, high return rates, and contractual documentation that verify their reuse credentials,” the coalition noted. Wear and tear from repeated handling would make physical labels costly to maintain, without adding value.
Instead, poolers propose that the reuse symbol be included in digital documentation, such as shipping records or rental contracts, aligning with Article 12.5 of the PPWR, which allows exemptions when physical affixing is not warranted. This approach, they argue, reflects the operational realities of B2B pooling while maintaining compliance and transparency.
Visual Criteria for a Strong Symbol
Alongside technical and regulatory requirements, the statement calls for a symbol that is:
Distinct from existing recycling logos to avoid confusion.
Simple, recognizable, and adaptable across applications and cultures.
Powerful enough to inspire trust and action among consumers.
Unified across Europe for maximum clarity and consistency.
“A reuse symbol must do more than decorate packaging—it must anchor a credible system that people can rely on,” the statement concludes.
For the reusable packaging industry, the development of a standard EU-wide symbol can help provide clarity to consumers, reinforce accountability among producers, and accelerate investment in reuse systems. For operators in pooling and logistics, recognition of RTP’s unique role will also be critical to ensuring that the regulation supports efficiency rather than creating unnecessary duplication. With implementation acts due by 2026, the coming year will be crucial for shaping the details.
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Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
