A coalition of 78 organizations from the European reusable packaging sector has jointly called on the European Commission to establish a clear and enforceable symbol that distinguishes reusable packaging from single-use alternatives.
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Industry Unites for Clarity in Reuse Labelling
Led by the New European Reuse Alliance and Reusable Packaging Europe, the statement expresses support for the EU’s broader efforts to cut packaging waste, under the Regulation (EU) 2025/40 on Packaging and Packaging Waste (PPWR), and supports the industry’s goal of creating a strong, credible label that helps consumers recognize genuinely reusable packaging while preventing greenwashing and misuse.
With implementing acts for labelling expected by August 2026, the coalition is urging the Commission to ensure that any reuse symbol introduced under Article 12 of the PPWR aligns with operational realities across all reuse systems, particularly in business-to-business (B2B) transport packaging networks.
A Symbol Built on Substance, Not Style
According to the joint statement, the reuse symbol must be reserved only for packaging that genuinely meets the PPWR’s criteria for reusability. That means packaging must:
- Be part of an established reuse system with collection, cleaning and redistribution processes in place, along with an accountable entity managing performance.
- Be designed and built for repeated use, capable of withstanding multiple handling, washing and refilling cycles.
- Meet a defined minimum number of rotations, verified through traceable systems or certified averages.
- Achieve a high return rate, ensuring packaging re-enters the reuse system rather than being discarded.
- Include a responsible end-of-life strategy, ensuring that even when packaging reaches the end of its reuse cycle, it remains recyclable and environmentally sound.
The statement stresses that these standards will safeguard consumer trust and prevent single-use packaging from being misrepresented as reusable.
Accountability and Oversight
To guarantee the label’s integrity, the coalition proposes several mechanisms to enforce compliance and deter misuse:
- Clear guidelines developed by the European Commission in consultation with industry stakeholders to clarify labelling practices and recognize the diversity of packaging types.
- Penalties for companies that falsely label non-reusable packaging, enforced at national level under Article 68 of the PPWR.
- Independent oversight by regulatory authorities or authorized NGOs, ensuring audits and compliance checks without imposing additional financial burdens on legitimate operators.
- Awareness initiatives, led by the Commission and national authorities, to help both consumers and producers understand the meaning and purpose of the reuse symbol.
The signatories also support establishing a quality or certification trademark system for the reuse symbol. Under such a framework, companies could license the mark for a small fee, provided they meet strict criteria verified through audits.
Exemptions for Reusable Transport Packaging
The coalition calls for flexibility in how the symbol is applied, particularly in the reusable transport packaging (RTP) sector. RTP, which operates in closed-loop pooling systems between businesses, already uses well-established identifiers such as color schemes, engravings or digital tracking tools to ensure reusability and high return rates.
The statement argues that physically marking RTP assets with a reuse symbol would add unnecessary cost and complexity, given the high turnover and wear these assets experience. Instead, industry groups propose incorporating the reuse symbol into digital documentation, such as rental agreements or logistics records, to maintain transparency while reflecting real-world operational needs.
Recognizing this exemption, the coalition notes, would create a level playing field between closed-loop and open-loop systems while avoiding duplication of existing measures.
Designing a Symbol that Speaks to Everyone
Beyond regulatory enforcement, the sector also outlined its vision for the symbol’s visual identity. According to their recommendations, the symbol should be:
- Distinct from recycling icons to avoid confusion.
- Simple, bold, and easy to reproduce across media and packaging formats.
- Recognizable across languages and cultures.
- Scalable, maintaining clarity whether embossed on packaging or displayed digitally.
- Inspiring and action-oriented, encouraging consumers and businesses alike to choose reusable options.
The industry also supports coordination with global efforts such as the “Rebrand Reuse” initiative led by PR3, which aims to develop a universal reuse symbol and strengthen international alignment in circular packaging practices.
Conclusion: Toward a Trusted Reuse Framework
The united call from Europe’s reuse sector underscores a clear message; a credible and harmonized reuse symbol is essential for building trust, transparency, and accountability in the circular economy. By coupling strong visual identity with verifiable performance standards and responsible enforcement, the proposed symbol could become a cornerstone of Europe’s transition away from single-use packaging, empowering consumers and protecting legitimate reuse systems, while also driving change across the packaging value chain.
