How the AGEC law signals a new era for circular packaging across Europe

Europe’s reuse movement just hit a major milestone. With its Anti-Waste and Circular Economy Law (AGEC), France is not just encouraging reuse, it’s enforcing it.

By 2025, 20 percent of all single-use plastic in France must be eliminated and replaced through solutions like reuse systems. Reuse is a core pillar of the law’s approach, alongside other measures to cut waste, boost recycling, and extend product lifecycles. This isn’t just a suggestion. It’s the law.

The shift: from pilots to policy

For years, businesses explored reuse through pilots, events, and limited trials. But the era of experimentation is ending. France’s AGEC legislation marks the start of something bigger
A national, mandated shift from disposables to durable systems.

Under AGEC, brands, retailers, and packaging providers must now:
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▪️ Move beyond pilots and scale up permanent reuse infrastructure
▪️Design systems that are measurable, traceable, and auditable
▪️ Integrate return logistics and reverse flows into core business operations

What this means for the EU (and the Netherlands)

France is acting as a bellwether for broader EU enforcement. Other markets, including the Netherlands, are watching closely. The SUP Directive and the upcoming EU Packaging Regulation (2026) are aligning with this push, and inconsistent compliance is no longer tenable.
For reuse-forward companies, this is a moment of validation.For everyone else, it’s a wake-up call.

Reuse is the new baseline

The standard has shifted. If you’re still running one-off tests or localized pilots, it’s time to future proof your model. Regulatory compliance will soon require:
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▪️High return rates
▪️ Durable product lifecycles
▪️Smart infrastructure to monitor usage and hygiene
▪️ End to end systems that work at scale

And that’s where partners like PackBack, Cupstack, Dutch Cups B.V., Ubite and other frontrunners come in.

PackBack’s role in scaling reuse

At PackBack, we specialize in helping organizations transition from disposable packaging to intelligent, reusable systems. Our smart return bins, actionable data, and automated reporting make compliance not only possible but operationally efficient.