The EU's new Packaging and Packaging Waste Regulation (PPWR) came into effect on August 12, 2026, requiring companies that place packaged products or packaging on the EU market to register in each member state and, in specific cross-border sales scenarios, appoint an authorized representative to fulfill their Extended Producer Responsibility (EPR) obligations. This has imposed additional administrative and financial burdens on cross-border sellers, especially small and micro online businesses, raising widespread concerns. To alleviate pressure on businesses, the European Commission has proposed suspending one of these requirements: the obligation for EU companies to appoint an authorized representative when selling directly to end-users in other member states, with the suspension lasting until January 1, 2035. This proposal is currently still in the EU legislative process and has not yet entered into force.