European glassmakers challenge EU Council's stance on packaging design, emphasizing circular materials and protecting intellectual property. Explore the impact on sustainability and brand identity

EU Container Glassmakers Challenge Council on Packaging Design

European container glassmakers are expressing their disappointment with the European Union's stance on distinctive packaging designs. The Container Glass Federation, known as FEVE, has raised concerns about the Council of the EU's failure to acknowledge the role that circular packaging plays in enhancing competitiveness and fostering growth. This critique is specifically directed at the Packaging & Packaging Waste Regulation (PPWR).

FEVE emphasizes that the European Parliament has demonstrated a more favorable perspective compared to the Council of the EU. The key point of contention revolves around the Council's apparent neglect of the significant contribution that circular packaging can make. The industry fears that the unique and distinctive designs of packaging are at risk due to the inadequate recognition of design as an essential aspect of packaging by Member States. Furthermore, there is a concern about the insufficient acknowledgment of the importance of respecting Intellectual Property Rights related to these unique designs.

Adeline Farrelly, the Secretary General of FEVE, voiced the industry's deep concern regarding the risk of material substitution. While Member States acknowledged this risk, the proposed packaging waste reduction targets, based solely on weight, are perceived as potentially counterproductive. The worry is that such targets may inadvertently incentivize a shift from circular materials, like glass, to materials that are lighter but less recyclable or reusable.

Ms. Farrelly highlights the multifaceted benefits of glass, not only in terms of health and the environment but also in terms of its design characteristics. Glass offers unique features such as transparency, diverse shapes, colors, and versatility, making it an integral part of many products. Restricting packaging design, as suggested by the EU's position, could lead to unintended consequences. Ms. Farrelly warns that imposing limitations on packaging design could result in a homogenized market where all products look similar. This, in turn, could deprive brands of one of the most crucial tools for conveying their identity to consumers and standing out on the shelves.

In essence, the European container glassmakers are advocating for a more holistic approach that considers the broader impact of packaging regulations on the industry, emphasizing the role of design and the unique characteristics of materials like glass in promoting sustainability and brand identity.


Keywords

Glassmakers , Packaging Design , Circular Materials , Intellectual Property Rights

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