Expanding your online business across borders opens up exciting opportunities – but it also comes with regulatory challenges. One key aspect that many retailers overlook is packaging compliance. In Europe, packaging laws vary by country, and failing to meet the Extended Producer Responsibility (EPR) requirements can result in fines or even sales restrictions.

In this article, we’ll break down what you need to know about packaging regulations in Germany and other European markets. Our partner Lizenzero has prepared everything you need to know to help you navigate the legal requirements and keep your business running smoothly.

 

Why Packaging Compliance Matters

When selling internationally, packaging is more than just a way to protect products during shipping – it’s also a legal responsibility. Most European countries have EPR laws, which require businesses to take responsibility for the packaging waste their shipments generate.

Failing to comply with these regulations can lead to hefty fines, sales restrictions, or even legal disputes. Marketplaces like Amazon and eBay are also enforcing compliance, meaning that without proper packaging registration, your listings may be blocked in some countries.

Beyond legal requirements, compliance is also a sustainability factor. Consumers are becoming increasingly aware of environmental issues, and transparent packaging practices can enhance your brand’s reputation. By meeting packaging obligations, you’re not only avoiding regulatory risks but also showing your commitment to responsible business practices.

 

The Basics of EPR (Extended Producer Responsibility)

Extended Producer Responsibility is a policy framework within the EU, designed to make businesses accountable for the entire lifecycle of their packaging. From production to disposal. The goal is to shift the environmental impact of packaging waste from consumers and municipalities back to the companies that introduce packaging into the market.

In practice, EPR means that businesses selling packaged goods in a country must:

• Register with the relevant authorities
• Report packaging volumes placed on the market
• Pay licensing fees to fund recycling and waste management systems

EPR rules differ across Europe, with each country having its own registration processes, reporting obligations, and cost structures. For online retailers selling internationally, navigating the regulatory landscape becomes increasingly complex.

 

Germany: The Packaging Act (VerpackG)

Germany has one of the strictest packaging laws in Europe: The Packaging Act (VerpackG). It applies to all businesses – whether based in Germany or abroad – that place packaged goods on the German market. This includes online retailers, manufacturers, and importers.

To comply with the law, companies must follow three key steps:

1. Register with the LUCID Packaging Register: Before selling in Germany, businesses must register with the Zentrale Stelle Verpackungsregister (ZSVR) in the LUCID system. This publicly accessible registration ensures market transparency.
2. License Packaging with a Recycling and Waste Management System: Companies must join a so called dual system (e.g., Interzero via Lizenzero) and pay fees based on the amount and type of packaging they place on the market. These fees finance the collection and recycling of packaging waste.
3. Submit Annual Reports: To ensure compliance, businesses must regularly report their shipped packaging volumes to both their dual system provider and the LUCID Packaging Register.

Non-compliance can lead to severe consequences, including fines of up to €200,000 and sales bans. Marketplaces like Amazon and eBay also require proof of compliance before allowing sellers to operate in Germany.

 

Key Packaging Requirements in Other European Markets

Based on the EU Packaging Directive, each EU country is currently implementing its own packaging guidelines and laws – such as the Packaging Act in Germany. What they all have in common is the aim of reducing packaging waste, promoting recycling and thus conserving resources.

As an online retailer, you must keep an eye on all the various licensing and labelling obligations for your packaging. In collaboration with our partner Lizenzero, we have worked out the key packaging compliance tasks for B2C retailers for several relevant export countries:

The Triman Logo and Prevention Plan in France

In France, all sales and transport packaging must be licensed. Licensing costs are calculated in consumption units. Micro-distributors with up to 10,000 consumption units per year benefit from a flat rate. For volumes over 500,000 consumption units per year, however, a detailed reporting procedure applies. The costs for companies in-between are based on the price lists of the chosen EPR system.

A further obligation for the French market is labelling packaging with recycling instructions. This includes the Triman logo which highlights the corresponding separation instructions. In addition, companies must submit a prevention plan showing how they are reducing the environmental impact of packaging waste.

How do I Label My Packaging in Italy?

In addition to the annual licensing obligation for sales packaging that applies to companies with an Italian branch, there is also an environmental labelling obligation in Italy. This means all packaging materials must be labelled, regales of whether they require licensing. As a seller, you are obliged to label your packaging material with clear disposal instructions, indicate the composition of the packaging materials using alphanumeric codes and provide clear separation instructions in Italian.

What do I Have to Consider as an Online Retailer in Austria?

If you ship goods to or within Austria, you are obliged to licence all household packaging placed on the market with a recycling system. If your company is not based in Austria, you need to appointment an authorised representative to fulfil your obligations. Even though there is no labelling obligation on the packaging, you must provide information about the licensing compliance of your packaging. This can be done, for example, by making a note on the delivery form. In Austria, you report your volumes once a year for annual volumes of up to 1,500 kg. Beyond this, volumes are reported monthly or quarterly.

The Authorised Representative in Spain

If you place household packaging on the Spanish market, you are obliged to licence it. If your company also has a branch or tax number in Spain, you must register for all types of packaging. This regulation applies regardless of the packaging materials. Foreign companies need to appoint an authorised representative for registration and volume reporting. In addition to the licence fees, there are costs for the authorised representative and membership fees for the recycling system. As in France and Italy, labelling is mandatory for packaging in Spain.

 

Challenges for Cross-Border Retailers

Since each country has its own packaging laws, registration processes, and reporting obligations, retailers must navigate a complex web of regulations.

Some of the Biggest Challenges Include:

• Multiple Registrations & Licensing Fees: Businesses must register with different national EPR systems and pay separate licensing fees for each country they sell to. This can be time-consuming and costly.
• Varying Labeling & Reporting Requirements: While Germany focuses on LUCID registration and dual system licensing, France mandates the Triman logo, and Italy requires detailed material labeling. Keeping track of these changing requirements is quite a challenge.
• Marketplace Restrictions: Platforms like Amazon and eBay require sellers to provide proof of EPR compliance before they can list products in certain countries. Missing registrations can result in blocked listings or account suspensions.
• Complexity for Fulfillment & Dropshipping: Even if a business doesn’t physically ship the goods itself, it is often still responsible for packaging compliance. This applies to sellers using fulfillment services like Amazon FBA or third-party logistics providers.
• Changing Regulations: On an EU level, the recently adopted Packaging and Packaging Waste Regulation (PPWR) will bring major changes in the coming years. It aims to harmonize packaging laws across all EU member states, setting stricter recyclability targets, mandatory reuse quotas, and bans on certain single-use packaging. This means businesses will soon face new EU-wide requirements, making it even more important to stay ahead of regulatory changes.

 

How to Ensure Compliance

Businesses should first identify their obligations by checking which countries’ EPR rules apply based on where they sell and ship products. Registering with the relevant authorities is a crucial next step. Additionally, companies must license their packaging by joining an EPR scheme in each country and paying the required fees.

Since regulations are constantly evolving – especially with the upcoming PPWR reforms – it’s essential to stay informed about new requirements. Many businesses choose to work with EPR service providers, such as our partner Lizenzero, to manage registration, reporting, and ongoing compliance without overhead. By proactively managing these responsibilities, cross-border retailers can avoid penalties, continue selling in key European markets, and contribute to a more sustainable packaging economy.

 

Conclusion: Turning Compliance into a Competitive Advantage

While packaging compliance may seem like a regulatory burden, it can actually become a competitive advantage for cross-border retailers. Businesses that proactively meet EPR requirements, stay ahead of regulatory changes like the PPWR, and implement sustainable packaging solutions can strengthen their brand reputation and build trust with eco-conscious consumers.

Moreover, ensuring compliance prevents costly penalties and disruptions, allowing companies to expand smoothly into new markets. By viewing compliance not just as an obligation but as an opportunity, businesses can differentiate themselves and drive long-term success in the quickly evolving e-commerce landscape.

 

About Our Partner Lizenzero

With Lizenzero, you have a strong partner at your side for all your packaging licensing needs. With many years of expertise and an on-demand customer account, lizenzero.de offers you simple and digital packaging licensing in Germany starting at just EUR 39 per year.

Save 10% with the code ‘CROSSBORDER10’* when concluding your licence agreement at lizenzero.de.

Do you also ship to other European countries and need support with licensing? Here too, Lizenzero is your partner of choice. More information on: lizenzero.eu. As part of the licensing service, the Lizenzero experts will take care of all your requirements from start to finish.

Get a 10% discount now at lizenzero.eu with the code: ‘CROSSBORDER-EU-10’ *.

* Voucher valid until 31.12.2025. Discount on net value of goods. No payout possible. One voucher per order and customer redeemable. No combination with other discount campaigns possible. Subsequent redemption not possible. The legal process is excluded.