What Europe’s new green rules mean for printers and publishers
A publisher that decides to wrap a newspaper in plastic could become legally responsible for that packaging under Europe’s new environmental rules. A printer that orders customised cardboard boxes could face similar obligations. Even the decision to put a company logo on a cardboard box can change who carries regulatory responsibility.
These distinctions show how far environmental legislation is reaching into the printing and publishing business.
Laetitia Reynaud, Policy and Economic Advisor at European printing industry association Intergraf, highlighted three EU legislations: the EU Deforestation Regulation (EUDR), the Packaging and Packaging Waste Regulation (PPWR), and the directive on empowering consumers for the green transition (EmpCo); at the World Printers Summit in Rotterdam.
Seven years after the European Green Deal was launched as a political priority, the challenge for printing companies is identifying exactly where responsibility sits across their supply chains, products and communications, she said.
WAN-IFRA Members can access Reynaud’s full presentation on our Knowledge Hub.
EUDR leaves most printed products out of scope
The EUDR initially raised concerns across the printing sector. However, following changes to its scope, most printed products, including newspapers and magazines, have been removed from the regulation. Paper itself remains covered.
“Printers and publishers sourcing graphic paper or newsprint directly from within the EU have no EUDR obligations at their level, as due diligence takes place further upstream,” Reynaud said.
But companies importing paper directly from outside the EU must undertake due diligence, including collecting geolocation data and registering with the European Commission’s information system.
The regulation is scheduled to become applicable on 30 December 2026.
The final position is less demanding for the printing industry than originally anticipated. With most printed products removed from scope, the focus is now on raw material sourcing rather than the finished publication, Reynaud said.
Who is responsible for the packaging?
The PPWR, applicable since 12 August 2026, presents an operational challenge. Covering all packaging materials, it applies to B2C and B2B packaging, including sales, transport and e-commerce packaging.
A critical distinction is between the manufacturer and the producer. The manufacturer is responsible for packaging design and labelling, while the producer carries extended producer responsibility (EPR), including registration, reporting packaging volumes and paying fees.
The manufacturer is generally the company deciding the packaging specifications, not necessarily the company physically making it, Reynaud said.
For instance, if a publisher decides that individual newspapers should be wrapped in plastic for delivery to readers, the publisher will generally be considered the manufacturer of that packaging.
Transport packaging creates further complications, according to Reynaud. Suppliers remain responsible for pallets, shrink film and cardboard boxes. But if a printer or publisher specifies customised dimensions or brands a cardboard box with its logo, responsibility will fall on that company.
EPR obligations also extend to transport packaging. If a printer in one EU country sends printed products to a publisher in another, the publisher may become responsible for the transport packaging under the EPR system in its own country, she said.
This is a huge change for businesses accustomed to treating transport packaging as a relatively straightforward part of distribution.
Manufacturers also face design requirements, including restrictions on heavy metals and batch-number traceability. Requirements on recyclability, material composition and reusable packaging labelling will follow.
“For companies, the first task is to map their packaging, establish who determines its specifications and identify who carries the relevant EPR obligations in each market,” she said.
Companies must be more careful with green claims
The EmpCo directive deals with how companies communicate their environmental credentials.
It targets misleading environmental claims and labels in B2C communication. Because it is a directive, implementation depends on national legislation, creating differences across EU markets.
“Generic claims such as ‘green’, ‘sustainable’ and ‘environmentally friendly’ will no longer be sufficient without substantiation. Evidence must appear on the same medium as the claim, whether a website or an advertisement,” Reynaud said.
Carbon-neutrality claims based on offsetting face particular restrictions, she added.
Companies making claims about future environmental performance must provide credible commitments, while an environmental benefit relating to one component cannot be presented as applying to the entire product.
“Images and even colours can be considered environmental claims. So be careful with the colour green in general.”
Environmental labels face tighter scrutiny
This directive also applies to B2B communication. Printers may make sustainability claims to their customers that are subsequently reused in consumer-facing campaigns.
Intergraf is therefore advising companies to exercise caution even when communicating with other businesses, she said.
Environmental labels are also covered. Schemes such as the EU Ecolabel for printed products, the Nordic Swan and Germany’s Blue Angel are relevant to the sector.
“Private certification systems, including FSC and PEFC, are generally aligned with the directive’s principles, according to Reynaud, but will still need validation at national level,” Reynaud said.
The next step: a digital record for printed products
Beyond these three measures, Reynaud highlighted the upcoming Digital Product Passport (DPP), which is intended to cover products placed on the EU market.
“For newspapers and magazines, this could mean a QR code providing access to information about composition, environmental performance, compliance documentation and end-of-life treatment. Different information will be accessible to authorities, recyclers and consumers,” Reynaud said.
Environmental compliance is moving beyond paper sourcing and production processes into packaging decisions, product traceability and marketing, she added.
For printers and publishers, it’s important to understand the entire journey of a product, such as, where its materials originate, who specifies its packaging, who pays for its disposal, and whether the environmental claims made about it can be substantiated.
“I think we will see in the coming years a lot of changes in the way companies really advertise and make their claims about sustainability,” Reynaud said.
