BRUSSELS — A leaked letter signed by more than 100 food and beverage company CEOs, including Coca-Cola, Heineken, McDonald’s, Kraft Heinz and Mondelez, is calling on European Union institutions to delay and reopen key provisions of the Packaging and Packaging Waste Regulation (PPWR), just months before implementation is set to begin in August 2026.
On 29 April, CEOs requested EU institutions to delay key implementation timelines and revise provisions. If acted upon, requests could weaken restrictions on harmful PFAS chemicals in food packaging, and expand exemptions to keep large volumes of single-use packaging on the market, undermining the EU’s objective to reduce packaging waste at a time when waste levels remain high. Notably, a number of signatories and active sponsors of this initiative are headquartered outside the EU, raising questions about the extent to which corporate interests beyond Europe are seeking to undermine democratically agreed EU law.
A broad alliance of over 160 Break Free From Plastic members and allies, communities impacted by plastic and PFAS pollution, universities, consumer rights organisations and businesses committed to reuse, have sent a letter in response urging EU leaders to reject this lobbying push and uphold the Regulation as agreed by the European Parliament, Council and Commission.
They have warned that reopening agreed legislation at this stage risks weakening environmental protections, undermines regulatory certainty for companies already investing in compliance, and sets a precedent for corporate influence over environmental law after adoption.
Companies have shaped the Regulation and have had years to prepare
The PPWR, one of the most heavily lobbied EU files, was adopted through the full legislative procedure, following extensive public and industry consultation. Companies have had both regulatory clarity and guidance to adapt their business models and supply chains.
Environmental and health groups argue that reopening agreed provisions would erode trust in the legislative process and deflect responsibility for democratically agreed environmental commitments back onto EU institutions.
Public commitments contradicted by private lobbying
There is a contradiction between the voluntary sustainability commitments made by major brands and their behind-the-scenes policy positions. Several signatory companies have presented themselves as climate and circular economy leaders, yet are now seeking to weaken packaging reduction rules, delay chemical safety measures, and limit implementation of reuse systems. However, the PPWR mandatory reuse targets exist precisely because recycling alone cannot deliver the structural shift Europe needs to reduce packaging waste.
The lobbying push is creating collateral damage for businesses, including major market players, that are genuinely committed to the success of the regulation and are already investing in the transition. Companies that have already started to adapt their supply chains around PPWR compliance are now facing unnecessary regulatory uncertainty, putting planned investments and innovation at risk.
The power of precedent
The outcome of this lobbying effort will be closely watched across Europe and beyond as governments around the world consider similar packaging and plastics policies. If corporate lobbying succeeds in reopening a regulation weeks before it applies, it risks signalling that even landmark environmental law remains vulnerable to last-minute, covert lobbying pressure, regardless of democratic process.
Marco Musso, Deputy Policy Manager for Circular Economy at the European Environmental Bureau, said:
''It is disappointing to witness yet another attempt to delay and dilute a legislation designed to protect citizens and to stop the uncontrolled growth of packaging waste. Fortunately, the usual suspects behind the CEO letter do not speak for the majority of the packaging value chain. Across Europe a multitude of businesses, including major players, remain genuinely supportive of the regulation and are already investing to prepare for it. We stand with the EU institutions to preserve the integrity of the regulation and ensure effective implementation.”
Emma Priestland, Corporate Campaigns Coordinator for the Break Free From Plastic movement, said:
“The letter sent by some of the world’s biggest users and polluters of plastic is a shocking example of corporations trying to override the democratic will of 27 countries. Their last minute attempt to derail this vital piece of legislation shows a frankly appalling disregard for the wishes, safety and wellbeing of their own customers. Companies should be focusing on ending their reliance on single-use packaging rather than influencing the law of an entire region.”
Sam Pearse, Campaigns Director from Story of Stuff, said:
“The PPWR is a direct response to decades of fast-moving consumer goods companies shifting to disposable packaging—shedding microplastics and harmful chemicals while pushing their costs onto society. Now, some of those same companies, including U.S.-based corporations like McDonald’s, claim to support the law’s intent after pouring resources into weakening it and carving out exemptions. Their complaints ring hollow. The PPWR sets a critical global benchmark for moving away from throwaway packaging. EU leaders must hold the line — the world is watching.”
Catia De Cao, from Italian civil society network Rete Zero PFAS Italia, said:
"I am deeply concerned about PFAS, having grown up in a region of Italy’s Veneto that has been severely affected by ‘forever chemical’ contamination. Years of exposure have left many people in my community with dangerously high levels of PFAS in their blood, increasing the risk of a multitude of serious health issues. But regardless of whether people live in pollution hotspots or not, we are all exposed to PFAS on a daily basis, as it is commonly used in food and beverage packaging. To protect people’s health - and especially the health of the youngest generations - the European Commission must go ahead with the ban of PFAS in food packaging.”
Notes to the editor
- Read the Break Free From Plastic and allies’ response letter here
- Read the leaked CEO letter here
- The EU Packaging and Packaging Waste Regulation text and implementation timeline: 2025/40
Press Contacts:
- Bethany Spendlove Keeley, European Communications Manager Break Free From Plastic | Bethany@breakfreefromplastic.org | +49 (0)176 595 87 941
- Caroline Will, Communications Coordinator Rethink Plastic alliance | caroline@rethinkplasticalliance.org | +32 456 56 07 05
