The EU Packaging and Packaging Waste Regulation will not only impact the choices in packaging materials, but also those related to the information that comes with it – the entire message, its content and the ink.
Packaging can reveal its contents in many ways. Shape and color are just as important for communication as are labels or imprints. The issue of whether product information should be affixed to the packaging material or not has implications related to more than simply aesthetics. The EU Packaging and Packaging Waste Regulation (PPWR) stipulates stringent requirements for future packaging, with consequences for its marking.
For manufacturers, this entails selecting the most suitable option from several alternatives – in line with the product, packaging, available investment funds and the current legal framework. Among its other requirements, the PPWR sets high standards for marking and labeling that manufacturers need to comply with from 2026 onwards. From the first year of its entering into force, batch and serial numbers as well as the manufacturer’s contact details, will be mandatory to include on packaging. In the same year, QR codes or other digital information carriers will be required to provide information on recyclability. This may include information on the recycling process, repair and return systems. As of 2028, standardized pictograms will be introduced across the EU to provide information on material composition.
The PPWR’s requirement to develop packaging that is as recyclable as possible remains unaffected. While manufacturers can opt for mono-materials, reduced quantities of hot glue, or higher recycled content, for instance, they have entirely different levers at their disposal when it comes to marking. These vary depending on the packaging material, production speeds and breadth of information. What they have in common is a move away from the classic label, which is viewed critically from a PPWR perspective unless it is also made of mono-materials – and is therefore easy to recycle.
Potential beyond the label
“There are many approaches that can be used for PPWR-compliant marking, all of which can be implemented using printing technologies,” highlights Stefan Horvath, Product Manager at Gerhard Schubert GmbH’s Packaging Competence Center. In particular, QR or 2D barcodes on packaging are likely to play a greater role in the future, as the PPWR calls for transparency in packaging material recycling. This also includes the Digital Product Passport (DPP), which is set to become mandatory for the first product groups starting in 2027 as a key element of EU circular transparency.
The DPP is intended to give consumers, recyclers, manufacturers and authorities access to reliable data on the composition, origin and processability of the materials used in any given type of packaging. For recyclers, for example, this could simplify the manual sorting of plastics thanks to improved material recognition. However, this information is so comprehensive that it is published online rather than being printed on the packaging itself. Consequently, the wrap, box, or bag only holds the codes to the respective website addresses.
Digital data carriers, meet packaging
Codes can provide information on sorting or disposal without taking up much space on the packaging. However, additional product or packaging data required by regulations often means increased development costs, as conventional printing technology, such as continuous inkjet (CIJ) is not always suitable.
“In terms of quality and efficiency, laser-based systems offer a clear advantage because they work faster and cover larger areas,” says Horvath. However, when lasers are used to apply important information to packaging, manufacturers face challenges: lasers generally only work on printed films because they either remove material or cause a colour change. They require higher investment and operating costs compared to other types of solutions, and also raise safety-related questions: “Protective devices and trained personnel for operation and maintenance are essential for the proper use of a laser system,” explains Horvath.
The decision for or against laser technology depends on the infrastructure, investment capacity, personnel – and, finally, the product portfolio. “Those who market premium products may be more likely to opt for this variant than manufacturers of fast-moving consumer goods due to the higher resolution of laser printing.”
The Digital Product Passport
This initiative is a part of the EU’s Ecodesign for Sustainable Products Regulation. It aims to enhance transparency across product value chains by providing comprehensive information about each product’s origin, materials, environmental impact, and disposal recommendations. The DPP is designed to close the gap between consumer demands for transparency and the current lack of reliable product data.
The DPP will include essential details such as a unique product identifier, compliance documentation, and information on substances of concern. It will also provide user manuals, safety instructions, and guidance on product disposal. By offering a detailed digital record of a product’s lifecycle, the DPP will enhance supply chain management, ensure regulatory compliance, and help companies identify and mitigate risks related to authenticity and environmental impact.
Writing with light
Laser processes enable printed packaging materials to be marked gently, thereby preserving their barrier properties. UV lasers, for example, cause a color change in existing pigments within the packaging material, which produces the necessary contrast for legible lettering. Unlike CO2 or fiber lasers, the energy in UV lasers has a photochemical effect. UV lasers can process even thin films, paper, or composite materials without melting or burning them.
However, even with an ink-based process, razor-sharp markings can be achieved, including on transparent packaging materials, the specialist explains: “UV-curing ink enables high printing speeds and delivers excellent print quality, again without compromising the integrity of the packaging material. The process cures liquid UV ink in seconds using light and, due to its high processing speed, is ideal for high-throughput packaging systems.” Since the ink does not soak in or evaporate as it does with continuous inkjet printing, the result remains high-contrast and does not smudge, even in high-humidity production environments.
A targeted surface treatment ensures that the ink adheres to the substrate or film, allowing it to be printed on almost any medium. Corona or plasma treatments modify the surface using an electrical charge so that the ink, in the form of tiny balls, does not roll off the material and smudge. “This results in an extremely strong bond with the substrate, a razor-sharp print image and very high scratch resistance,” explains Horvath.
However, the technical effort involved is greater than with continuous inkjet systems. UV printing requires special lamps, cooling devices and the right safety measures to protect against UV radiation, among other things.
In turn, QR and other codes of variable sizes can be applied, regardless of the surface of the material. UV-curing ink enables high-quality printing on infusion bags, as well as on paper, cardboard, glass, or metal.
About Gerhard Schubert GmbH
Gerhard Schubert GmbH is a market leader in top-loading packaging machines (TLM). For its digital, robot-based packaging machines, the family-owned company based in Crailsheim, Baden-Württemberg, Germany, builds on an interplay of simple mechanics, intelligent control technology and high modularity. The TLM packaging machines pack products of all types into trays, cartons, boxes, or into flow-wrap bags.
Founded in 1966, the second generation of the company now employs 1,800 people.
Economical inkjet
Alternatively, continuous inkjet printing is significantly cheaper, both in terms of initial investment and in terms of ongoing operation. With CIJ, ink is applied through small nozzles in the printing head onto absorbent substrates such as paper or cardboard. The technology even works on smooth surfaces such as films, provided that a solvent is added to the ink beforehand to make it adhere more easily. After application, the solvent evaporates through ambient air, heat, or fans – and the ink dries.
Absorbent materials also soak it. However, it can smudge, since drying by evaporation takes time, and the ink can be subject to external influences before it dries. “This simple and cost-effective process is suitable wherever high printing speeds, low resolution and small print areas characterize the printing operation,” explains Horvath. As with the other processes, the packaging in this case does not require a label – another significant step towards alternative marking methods.
UV-curing ink enables razor-sharp markings on transparent packaging materials